Research on the Influence of Red Tourism Experience on Visitors'Attachment to Place:the Role of Social Memory as a Mediator
Place attachment is a crucial factor in visitors'loyalty to a tourist attraction.As a carrier of numerous symbols of revolutionary memory,a red tourist attraction functions as a memory field.Therefore it is an urgent issue for red tourism to awak-en visitors'social memory through red tourism experiences and subsequently foster the feeling of place attachment.Based on a survey from 385 red tourists,this study explores the mediating role of social memory in the relationship between red tourism ex-periences and place attachment.The survey concludes that(1)red tourism experiences significantly and positively influence visi-tors'social memory,with positive effects by cognitive,emotional and cultural experiences,(2)visitors'social memory signifi-cantly and positively influences their place attachment,(3)certain red tourism experiences have a significant positive impact on visitors'place attachment,in which cognitive and emotional experiences positively affect place attachment,while cultural experi-ences do not have a direct influence,and(4)social memory mediates the relationship between red tourism experiences and visi-tors'place attachment,with cultural experiences serving as a complete mediator.Consequently,it is crucial to emphasize the creation of cultural atmosphere to enhance the uniqueness of tourist attractions,focus on interaction and narrative retelling to im-prove visitors'cognitive and emotional experiences,and activate tourism attraction memories through multiple ways to promote the construction of a comprehensive system of social memory content.
red tourismtourism experiencesocial memoryplace attachment
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