Abstract: Red tourism, as a spiritual guidance tool for countries and regions, is of great significance in shaping tourists' socialist core values, as well as for the inheritance of patriotic culture and the construction of spiritual civilization. This paper adopts the "mixed method" of empirical analysis and qualitative research, and uses semiotic theory to build a theoretical framework of "cultural atmosphere formation in red tourism destination - tourists' memory and emotion - internalization of values". The research shows that with the help of the material and spiritual cultural symbols of red tourism, the formation of tourism cultural atmosphere has a positive impact on tourists' emotion and memory, and then the red cultural value is embedded in the spirit of modern tourists, which positively affects the internalization of core values. Finally, this paper puts forward some suggestions on the formation of red tourism cultural atmosphere, which can provide reference and enlightenment for the theoretical and practical development .

Key words:

red tourism, semiotics theory, cultural atmosphere formation, internalization of core values