Research On The Strategies Of Red Tourism To Promote Rural Poverty Alleviation

The period of the 13 th five-year plan is a decisive stage in completing the building of a moderately prosperous society in all respects and in winning the battle against poverty.At the end of2019,China's national bureau of statistics said there were still5.51 million people living in rural poverty,with a poverty rate of0.6 percent.China has entered the “countdown” of poverty alleviation.It is not only more and more difficult to get rid of poverty,but also increasingly prominent that the poor people are once again poor.The academic community has carried out a lot of theoretical research on the issue of poverty alleviation and re-entry into poverty,actively tapping the potential of the tourism industry in helping the poor people out of poverty,and effectively promoting the stability of poverty alleviation in poor areas.The red revolution made great contributions to the Chinese revolution,but it is also located in remote and poor areas,which is the main battlefield of the country's poverty alleviation.From the research of domestic and foreign scholars on tourism poverty alleviation,we find that developing red tourism is an important measure for the poor areas with red resources to get rid ofpoverty.Based on the theory of planned behavior,stakeholder theory,increasing entitlement theory and sustainable development theory,this paper combines the behavioral characteristics of poor people participating in red tourism.In the basic planned behavior theory(TPB)model,the variables of poverty alleviation desire and past behavior were added as the prepositive variables and the effects of increasing were added as the postpositive variables.Finally,the TPB expansion model was established to improve the explanatory effect.The questionnaire survey and field interview were conducted in shazhou village of rucheng county.This paper analyzes the actual barriers and behavioral willingness of poor people to participate in red tourism,discusses the forms of participation of each participant and the mechanism of action among various factors of production,and excavates the internal connection.From the macro point of view,this paper points out that the promotion of red tourism industry and the joint support of government enterprises are the necessary conditions for the stable and sustainable development of red tourism in poor areas.From the micro point of view,this paper points out that the effective participation of poor people in red tourism is an important measure to ensure the stability of rural poverty alleviation and to curb the return to poverty.The conclusion of this paper is that shazhou village is guided by the red tourism development plan,mainly relying on the model of "accurately identifying the poor population +helping to participate in the red tourism + coordinating the development of regional industries + actively supporting the government and enterprises".Through field research and data analysis,it is found that the poor people have a better behavioral attitude and a stronger willingness to participate in red tourism.However,due to the lack of professional skills,asset funds and policy guarantee,it is difficult to achieve real long-term poverty alleviation and easy to go back to poverty.Therefore,we need to clearly recognize the dual challenges of "effectively eliminating poverty" and "curbing poverty".We should pay attention to the behavioral willingness of poor people to participate in red tourism,and based on their own conditions,put forward specific measures to improve poverty alleviation,industrial promotion,government-enterprise linkage and long-term poverty alleviation.Specific strategies include: one is to identify the industry to promote,improve the effectiveness of poverty alleviation.Second,accurately identify management,change behavior attitude;Third,the linkage government enterprise,stimulates the poor people to get rid of poverty;Fourth,to ensure long-term poverty alleviation and stable behavior.