The Influence of Authenticity Perception in Red Tourism on Travel Desire——The Moderating Role of Tourism Involvement and Revenue Expectation
Based on arousal theory from the perspective of post-postmodernism,this paper explores the influence of authenticity per-ception on emotion arousal and travel desire.Experiment 1 shows that there are obvious differences between creative authenticity per-ception and realistic authenticity perception.Experiment 2 shows that creative authenticity has stronger influence on tourists'emotion arousal than realistic authenticity.Experiments 3 and 4 have respectively verified the moderating effects of tourism involvement and rev-enue expectation on the relationship between red cultural authenticity perception and emotion arousal.This study provides the develop-ment of red tourism with an approach to observing the authenticity perception from the perspective of post-postmodernism and it holds that technological and artistic means can be employed to enhance the experiential perception of the authenticity of red culture.
perception of the authenticity of red cultureemotion arousaltravel desiretourism involvementrevenue expectation
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