How do Red Tourism Short Videos Foster Individual Identity?—Differences between Their Impacts on Generation Z and Non-Generation Z Groups
With the increasing attention of society to revolutionary culture and red resources,as well as the di-versified and personalized tourism demands of the public,short videos on red tourism play an increasingly im-portant role in the integration of culture and tourism.Short videos showcasing red tourist attractions on online platforms not only deepen people's understanding of revolutionary history and red culture but also foster deeper emotional connections and cultural identity.However,the impact of red tourism short videos on individuals'sense of identity,particularly the differences in influence among different groups,has yet to be confirmed.Based on Arnold's emotion theory,this article focuses on the Generation Z and non-Generation Z groups,designing a measurement model for the relationship between red tourism short videos and individual identity.The study ex-plores the impact mechanisms of flow experience,self-identity,value identity,and behavior identity in this process.The results indicate that:(1)For Generation Z,the informativeness,entertainment,and authenticity of red tourism short videos have been shown to have a significant positive effect on the flow experience.However,for the non-Generation Z groups,there is no significant relationship between the entertainment aspect and the flow experience.(2)The flow experience of both groups has a significant positive effect on self-identity.(3)Self-identity significantly positively affects value identity and behavior identity,with significant impact effects in both groups.From the research conclusions,it is evident that designers of tourism short videos should consider personalizing contents.By incorporating rich knowledge and authentic scenes,they can ensure that the audience deeply feels the relevant historical events,thereby enhancing the flow experience.Those engaged in the dissem-ination of red culture should endeavor to create high-quality short videos that are designed to resonate with the emotional and cognitive experiences of the audience,thereby fostering a deeper identification with red culture and the revolutionary spirit.Managers of red tourism destinations need to implement differentiated marketing strategies based on different age groups to increase the acceptance of short videos among different audiences.The findings of the study elucidate the mechanism through which red tourism short videos influence individual identity.They offer theoretical and practical insights that facilitate the mutual reinforcement and reciprocal ben-efits of red tourism and media communication.
red tourismshort videosflow experienceself-identityidentification
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