How does the red tourism influences red cultural identity?Awe-based mediation
Red tourism is an important carrier of red culture.Whether the red tourism.can promote tourists'red cultural identity in the context of red tourism and how to achieve red cultural identity,about which,the related empirical research is insufficient at present.With the help of the emotional expansion theory of psychology,this paper conducts a questionnaire survey on tourists-in Yan'an red scenic area,and empirically tests the arousal of awe and its impact on red cultural identity in the context of red tourism using structural equation model.The results indicate that tourist perceptions(red spiritual perception and red relic perception)significantly positively impact on awe emotion.The awe emotion significantly positively impacts on the cognitive identity,emotional identity,and behavioral identity of red culture.The cognitive identity of red culture significantly positively impacts on emotional identity,and emotional identity further has a significant positive impact on behavioral identity.Further,the mesomeric effect test found that awe emotion mediates the positive impact of red situational perception on red cultural identity.Therefore,it is suggested that,for developing red tourism products,it should start from the red ruins and spirit,to create a solemn atmosphere of red tourism,and abandon the tendency of focusing on consumerism and pan entertainment development,use the red authenticity to tell good red stories,arouse tourists'reverence for red heroes,deeds,and revolutionary spirit,and then enhance red cultural identity.
red tourismsituational perceptionawered cultural identity
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