On the Influence Mechanism of Behavioral Intention of Red Tourists on Study Tours of Long March National Cultural Park of China
Long March National Cultural Park is a cultural space and spiritual home shared by the Chinese nation,and it is also an important carrier of cultural identity,inheritance and cohesion.Red cultural educational tourism,as a unique educational model in China,not only educates people,but also promotes cultural identity and inheritance.However,most of the previous studies of red tourism started from a supply-side perspective,exploring aspects such as product development,curriculum design,activity planning and base construction,while relatively few studies had been conducted on the mechanism of influencing the behavioral intention of red cultural educational tourist on a demand-side structure.In this study,it took the Sichuan section of Long March National Cultural Park as an example,and used a questionnaire survey and structural equation modeling(SEM)analysis to explore in depth the intrinsic influence mechanism of behavioral intention of red cultural educational tourist.(1)Theoretical cognition of red culture(0.381)was more likely to arouse the emotional resonance of red cultural educational tourist than the cognition of red destination image(0.326).Cultural identity(0.361)was more influential than emotional resonance(0.270)in affecting the behavioral intention of red tourists.(2)Emotional resonance and cultural identity played a chain mediating role in the influence mechanism of behavior intention of red cultural educational tourist.(3)Study tour of red heritage had a logical sequence:resource integration-scene construction-curriculum design-emotional resonance-cultural identity-behavioral intention,which accordingly cultivated phasal development of emotional resonances:sense of local belonging-sense of social responsibility-sense of national mission,eventually inspiring behavioral intention.(4)In view of the diversified needs formed by the age and professional differences of red tourists,in this study,it proposed to design theoretical courses to strengthen theoretical cognition of red culture;enhance the image of red destination;expand the connotation of red culture;enrich the content of emotional experience;enhance the cultural infiltration,and effectively link the cultural identity,etc.,so as to build a practical model for the productivity of the culture and tourism of Long March National Cultural Park of China.This study can provide theoretical support for red study tour,and promote Long March National Cultural Park by constructing the practice model of new-quality productive forces in cultural and tourism industry.
cultural identityred cultural educational tourismbehavioral intentionLong March National Cultural Park
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