Strategies for Developing ‘Red Tourism’ : A Unique Tourism Activity in China

Abstract

‘Red Tourism’, a newly developed tourism activity unique in China, has gained great popularity among tourists and keen attention from both tourism practitioners and researchers. However, its connotation has been narrowly defined and the policies to develop it in-depth at the regional level are insufficiently discussed. The paper firstly explains and redefines red tourism in a broader context. And then, taking Dalian, a Chinese famous tourist city, as a example, the paper analyzes the current situation and basis of red tourism resources, proposes marketing policies to promote red tourism, and finally expounds strategies to develop it in Dalian.