Abstract: Red tourism is a new form of theme tourism which combines patriotic education with tourism. The development time of red tourism is not very long. Red tourism enterprises need to pay more attention to tourists' travel experience in order to gain competitive advantages. Therefore, based on the perspective of experience economy and the analysis of the development background of red tourism in Yan'an, this study pointed out the problems existing in the development of red tourism enterprises in Yan'an at present, and put forward some countermeasures for the development of red tourism enterprises in Yan'an, in order to further promote the high-quality development of red tourism in Yan'an.

Key words: experience economy, Yan'an red tourism enterprises, countermeasures