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Influence of Local Red Tourism Regional Brands in Promoting Sichuan Residents’ Usage Intention

Fengliang Chen


Red tourism is the use of the historical heritage of the Communist Party of China to develop tourism. The Chinese nation-state uses this tourism practice to fuel national economic growth and foster new patronage of communist ideology among younger generations, from the background of China's economic and social changes since 1978, when the opening-up policy and economic reforms were implemented. Intangible cultural heritage has rich cultural and artistic value, which is naturally in line with tourism development. Authenticity is an essential part of the development of intangible cultural heritage tourism. The three objectives are: to analyze the composition of brand value cognition in red tourism areas; to explore the influencing factors on Sichuan residents’ usage intention; and to suggest brand building and marketing strategies for the brand value cognition in red tourism areas.


Local Red Tourism; Regional Brands; Usage Intention

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DOI: http://dx.doi.org/10.18686/fm.v7i5.5963