The Influence of Red Cultural Atmosphere on Tourist Behavior Intention:The Mediating Roles of Awe and National Identity
Red tourism is a spiritual cultural tourism activity with the function of ideological and political education.The article takes the Shaoshan Mao Zedong Memorial Museum as a research case to construct a relationship model among the red cultural atmosphere,awe,national identity,and behavior intention.Through empirical research,this study explores the impact of red cultural atmosphere on tourist behavior intention,clarifies the influence mechanism among red cultural atmosphere,awe,national identity,and behavior intention,and provides theoretical support for the development of red tourism destination.
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