Empirical Study on the Influence of Red Memory Evocation on Tourists' Social Identity
Red tourism,as a special form of tourism endowed with political and educational func-tions,has seen rapid development under the guidance of government policies and market forces.However,empirical research on red memory and social identity,which constitute the core elements of red tourism,is yet to be subjects of empirical research.Driven by immersion and empathy theo-ries,this study aims to explore the influential relationship between red memory evocation and social identity,as well as examine the meditating roles of immersive experience and cognitive and emotion-al resonance.The results indicate that red memory arousal positively and significantly influenced im-mersive experience,cognitive and emotional resonance,and social identity.Furthermore,immersive experience and cognitive-emotional resonance are found to positively and significantly influence so-cial identity,while also exhibiting a mediating effect.Additionally,a multi-group analysis of gener-ational differences in red memories clarified the different effects of different ways of red memory ac-quisition on experience and resonance.These findings provide empirical support for the influential relationship between tourists'red memory evocation,experience and social identity,enriching the red tourism literature.Moreover,the results offer managers enhanced understanding of red memory and provide managerial advice for the marketing and planning of red tourism,facilitating the digital transformation of red tourism destinations.
red tourismrevive red memoryimmersion experiencecognitive resonanceemotional resonancesocial identityVR
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