An Analysis on the Cross-border Communication Strategy of Guilin Red Tourism Culture in ASEAN from the Perspective of Cross-cultural Communication Theory

Against the dual backdrop of deepening the China-ASEAN comprehensive strategic partnership and advancing the cultural-tourism integration strategy, Guilin, with its abundant red tourism resources and geographical advantages, possesses inherent conditions for disseminating red culture in ASEAN. However, it faces practical challenges such as significant cultural discount and difficulties in cognitive recognition. This paper employs literature review and case analysis methods, supported by intercultural communication theory, to construct an analytical framework from three dimensions: cultural context, communication objectives, and element adaptation. By considering the cultural differences between high and low-context ASEAN, it proposes adaptive communication strategies such as differentiated content expression, exploration of common values, and localization transformation. The aim is to break down cross-border communication barriers, enhance the international influence of Guilin's red culture, and provide theoretical references and practical guidance for the cross-border dissemination of regional characteristic cultures.