Author(s)

Jianwen Wang, Songfeng Li

Corresponding Author

Jianwen Wang

Abstract

As an important form of characteristic tourism in China, red tourism has made remarkable progress in brand communication in recent years, which not only enhances the influence of red tourism resources, it also effectively promotes patriotism education and the inheritance of traditional spirit. However, there are still some problems in the communication of red tourism brands, such as serious brand homogeneity, single communication channel, inaccurate audience positioning and lack of continuous innovation. These problems restrict the further development of red tourism brands. In order to meet these challenges, based on the background of integrated marketing communication, this article makes forwarding a series of improvement strategies and optimization measures, including deepening the historical and cultural connotation of the brand, innovating communication methods and means, expanding communication channels, accurately positioning the target audience and continuously promoting brand innovation. Through these efforts, it is expected to promote the red tourism brand to achieve more prosperous and sustainable development in the new era. The article will provide theoretical guidance and practical reference for the dissemination of red tourism brands, and also provide useful reference for the development of tourism brands in other regions and cultures.

Keywords

Red tourism; Integrated marketing communication; Cultural connotation; Brand dissemination