China Special Theme Tourism Motivational Analysis

This manuscript analyzed the motivational behavior of Red tourism in China, as a case study of Yan’an, using the factor analysis to identify the motivation factors. Red tourism involves organising the activities of tourists to include visits, to study the revolutionary spirit, to receive education on revolutionary traditions, to raise tourists spirits, relax and enhance their experience. According to the findings and the results of this empirical study, it is apparent that destination marketers should customize their marketing plans by using a different communication mix with a unique promotional tool through employing a local celebrity, thus giving them an inherent competitive advantage. Finally, the study discusses the contributions of the research and makes recommendations to the CSTT for further research.