Research On Transformation And Upgrading Strategies Of Yan'an Red Tourism From The Perspective Of Global Tourism

Yan'an,Shaanxi has the unique advantages of developing red tourism,including unparalleled ideological and political education functions,good brand advantages and convenient location transportation advantages.The red tourism in Yan'an has achieved gratifying results,but it has gradually become insufficient,such as lack of participation and experience,lack of cultural connotation,and improvement in service levels.Therefore,it is necessary to innovate the red tourism form,enrich the red tourism products,transform Yan'an Red Tourism to the whole region tourism,help it attract more tourists,make better use of local cultural resources,and improve the Yanan Red Tourism Service Level to promote local Economic and social development and inheritance of red culture.The concept of global tourism was first proposed in 2016,and Li Jinzao,who was still the director of the National Tourism Administration.The main connotation of global tourism is to carry out industrial development around tourism,integrate tourism resources in the region,and strive to positively combine the industrialization of tourism industry with local characteristics and pillar industries to help improve the environment of the whole society and the living standards of residents.This is a chain-oriented tourism industry-led chain that promotes the development of all industries in a pointand-click manner.The concept of global tourism can help cities with more intensive tourism resources to integrate their own resources and industrialize the tourism industry to promote the development of local economy.This will not only improve the local economic level,but also shorten the gap between urban and rural areas.Therefore,from the perspective of global tourism as an entry point for studying Yan'an red tourism,it can provide a new idea for Yan'an to develop the tourism industry to improve its own economy,and has a positive impact on Yan'an's improvement of city level and its own development potential.The main object of this paper is the red tourism industry in Yan'an,and the basic theories involved in the transformation and upgrading are sorted out and analyzed under the intervention of the global tourism concept.Secondly,from the specific analysis and SWOT analysis of the existing red tourism resources in Yan'an City,the problems encountered by the current red tourism in Yan'an City in the face of transformation and upgrading can be found.Guided by the goal of developing global tourism,it proposes six aspects: innovative tourism forms,updated development concepts,innovative marketing channels,optimized tourism transportation design,improvement of red tourism service quality,consolidation of existing source markets,and development of potential source markets.Yan'an Red Tourism Transformation and Upgrade Strategy.