Analysis on the influencing factors of red culture communication in scenic spots based on grounded theory
Scenic red culture dissemination has an important role in promoting tourists'red culture cognition and enhancing the ed-ucational function of red tourism,and strengthening the theoretical research on red culture tourism dissemination is a realistic problem that needs to solve.In order to clarify the factors affecting tourists'cognition of red culture in scenic spots and the mechanism of these factors,this paper obtained first-hand information through in-depth interviews,refined the influencing factors of red culture dissemi-nation in scenic spots and constructed a theoretical model by the method of rooted theory.The research indicated that the factors affect-ing the communication of red culture in scenic spots were audience attitude,audience perception,social factors,interpretation form,in-formation flow,and experiential context factors.The mechanism was as follows:Audience attitude and perception influenced the commu-nication of red culture in scenic spots through red tourism intention and behavior.Social factors regulated the intention of red tourism.The form of explanation and experience situation as direct factors influenced the communication of red culture in scenic spots.The flow of information as a regulating variable influenced the direction of the communication of scenic spots and the degree of recognition.A-mong them,tourists'attitudes and demands for red historical pictures,texts and personnel interpretation had different expectations and judgements,reflecting tourists'demands for the forms of interpretation in red scenic spots.
scenic spotdissemination of red cultureinfluencing factorsgrounded theory
国家科技期刊平台
NSTL
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