How Can Virtual Tourism Promote the Inheritance of Red Culture?A Study on the Tourist Experience of the Red Virtual Exhibition Hall
In order to clarify the generation mechanism of red culture inheritance intention and sustainable tourism intention in virtual scenarios,a hypothesis and construction model was proposed using the framework of"experience-intention-future action".The results of hypothesis testing are as follows.Perception of red culture atmosphere has a significant positive impact on the sense of presence,with static perception of red culture atmosphere having a greater impact on the sense of presence than dynamic perception of red culture atmosphere.The sense of presence,static perception of red cultural atmosphere,and dynamic perception of red cultural atmosphere jointly affect the virtual red tourism experience.The sense of presence has the greatest impact on the virtual red tourism experience,and it also plays a mediating role.The virtual red tourism experience has a significant positive impact on cultural inheritance intention and sustainable tourism intention,and inheritance intention plays a strong mediating role in the relationship between virtual red tourism experience and sustainable tourism intention.Dimensions and scales are provided for measuring the red cultural atmosphere in virtual scenarios.The theoretical framework of the existing virtual red tourism experience is supplemented.The generation mechanism of tourist inheritance intention and sustainable tourism intention in the field of red tourism is revealed.Finally,suggestions are provided for the development of red tourism and red culture inheritance.
red tourismvirtual exhibition hallcultural atmospheresense of presenceinheritance intention
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