Study on the Marketing Strategy of Red Tourism Culture-Taking Jinggangshan as an Example

DOI

10.2991/978-94-6239-604-3_41How to use a DOI?

Keywords

red tourism; cultural marketing; Jinggangshan; marketing strategy; brand building

Abstract

As an important vehicle for inheriting the red gene and boosting regional economy, the scientific and innovative marketing strategies of red tourism directly relate to the revitalization and sustainable development of red cultural resources. Jinggangshan, as the cradle of China’s revolution, possesses unique red resource endowments, and its marketing practices are exemplary and pioneering nationwide. Taking Jinggangshan as a case study, this paper aims to systematically explore its marketing strategies for red tourism culture. The article first analyzes the core values and market positioning of Jinggangshan’s red tourism culture, clarifying its dual attributes as a “spiritual highland and study destination.” Subsequently, based on a marketing theory framework, combined with field observations and case studies, it conducts an in-depth analysis of the achievements and challenges in Jinggangshan’s current marketing practices, such as insufficient brand depth, product homogenization, and superficial application of digital marketing. On this basis, the paper constructs a “PEEST+4I” marketing strategy optimization model that integrates products, experiences, channels, and brands, proposing pathways to achieve marketing upgrades from single sightseeing to deep experiences, from passive acceptance to active participation, and from resource dependence to innovation-driven development through deepening product content, innovating immersive experiences, expanding digital marketing channels, and strengthening brand narratives. The study suggests that the future of Jinggangshan’s red tourism marketing lies in achieving precise alignment between cultural spirit and market demand, transforming the advantages of red culture into sustained market appeal and core competitiveness through systematic, refined, and intelligent strategy combinations, thereby providing a reference for the high-quality development of red tourism nationwide.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jin Zhao
AU  - Fei Lan
PY  - 2026
DA  - 2026/02/26
TI  - Study on the Marketing Strategy of Red Tourism Culture-Taking Jinggangshan as an Example
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 395
EP  - 402
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_41
DO  - 10.2991/978-94-6239-604-3_41
ID  - Zhao2026
ER  -