A Study On Tourists’ Awe Experience In Red Tourism

Red tourism has developed rapidly in recent years.The number of Chinese tourists is increasing.As a theme tourism activity with Chinese characteristics,education has always been the core of red tourism development.In red tourism,the awe experience of tourists is a common positive emotional experience in the process of tourism,which plays an irreplaceable key role in strengthening the educational function and social effect of red tourism.Tourists’ sense of awe experience is a continuous process from arousal to influence generation.However,in the existing studies on red tourism in China,only quantitative empirical studies have been conducted on the impact of tourists’ sense of awe experience on their positive behaviors,but no systematic qualitative studies have been conducted on red tourists’ sense of awe experience.In red tourism,tourists’ sense of awe experience is generated in what context,what are the specific trigger factors of the sense of awe,what are the generating ways of the sense of awe experience,and how to embody the content of the sense of awe experience.These questions need to be answered by research.Based on the above problems,this study introduces the perspective of tourism field to conduct an in-depth discussion on tourists’ awe experience in red tourism.Firstly,the paper summarizes the research on awe and tourism field,which provides a theoretical basis for the research.Secondly,the grounded theory research method was adopted to code 31 online travel notes and 17 interview texts collected,and 67 normative concepts,18 initial categories,7 main categories and 1 core category were extracted.Based on this,the tourists’ awe experience model in red tourism field was constructed.The model passed the saturation test.Finally,combined with the original data text and relevant theoretical basis,the tourists’ awe experience model in red tourism field is divided into three parts: red tourism field,the generation of tourists’ awe experience and the content of tourists’ awe experience.The main research conclusions are as follows:(1)Red tourism field is the overall situation generated by tourists’ sense of awe experience in red tourism,which is composed of three sub-categories: tourist psychological field,red atmosphere field and tourist behavior field.The dynamic structure of red tourism field is reflected in the interaction between tourist psychological field,red atmosphere field and tourist behavior field.The red tourism field,which is formed by the heterogeneity and isomorphism of tourist psychological field,red atmosphere field and tourist behavior field,is set up by the continuous interaction in the field,forming a continuous dynamic organic whole that changes constantly with the situation.(2)The trigger factors of tourists’ sense of awe in red tourism field can be summarized into three parts: awe physical trigger,awe cognitive trigger and awe behavioral trigger.The physical trigger of awe is the element that tourists perceive directly through the five senses,the cognitive trigger of awe is the thing that can make tourists have in-depth cognitive processing or cognitive discrimination,and the trigger of awe behavior is the experience behavior that can mobilize the tourists’ own cognition and emotion.(3)The generation mode of red tourists’ awe experience is a dynamic progressive process,which is specifically manifested as a generation path consisting of four progressive hierarchical steps,such as "perception,association and imagination,resonance and reflexive observation".The four progressive generation modes also reflect the change of tourists’ experience level of awe from shallow to deep and from outside to inside.(4)The specific content of tourists’ awe experience in Red Tourism Mall is the integration of awe cognitive experience,awe emotional experience and awe meaning experience.Cognitive experience of awe includes awe of history,awe of life,awe of great men and revolutionary ancestors,and emotional experience of awe includes major emotions such as sense of shock,sense of reverence,sense of belonging,and sense of connection.Meaning experience of awe is also an extension of tourists’ sense of awe,bringing positive feedback such as self-seeking,attitude improvement and identity strengthening to tourists.Based on the research conclusions,this study puts forward management suggestions on how to better enhance the awe experience of tourists,improve the quality of tourism experience and better play the educational function of red tourism in the process of development and management of red tourism scenic spots.In addition,the limitations of the research and the prospect of future research are presented.