The Relationship Of Red Tourism Motivation,Perceived Value And Behavioral Intentions

Red tourism is a new genre of tourism under socialism with Chinese characteristics and which is the leading products of the mentall tourism in china. As China’s governance government change to market-oriented government politics, market government will continue to integrate into the red tourism practice. How to achieve political logic and the logic of symbiotic pleasure in red totourism development process, is a long-term discussion of social issues.The key variables, red tourism motivation, perceived value, behavioral intentions are from the logic of the proposed tourist pleasures logic. At the same time, the understanding of red tourism-related travel motivation, perceived value and behavioral intention are important way to acquaint the behavior characteristics of tourists.That is also have important significance for red tourism marketing and brand promotion.Base on the review of red tourism-related travel motivation, perceived value. behavioral intentions,this paper proposed hypotheses and constructs the conceptual model. Choose the measurement indexes of the key variables and design red tourism questionnaire. After trial investigation and fine revision, a final questionnaire was completed, and test the tourists tourist area of Shaoshan in Hunan, obtained369valid samples.This paper prosessed data is analyzed on the structural model,Use EXCEL, SPSS17.0, AMOS18.0statistical analysis softwar and the analysic way of factor analysis, path analysis and regression analysis and so on.The empirical results show that red tourism including motivation reverence and pilgrimage, relaxation, knowledge and curiosity, social interaction, and features of red tourism resources, education and commemoration.Red tourism perceived value, including the value of perceived knowledge, perceived social value, perceived function value and perceived emotional value. Red tourism motivation have a significant positive impact on perceived value, each motivation factors have the different influnce on the different of dimension perceived value. Red travel motivation impact behavioral intention positively, perceived value of red tourism impact behavioral intention positively. This study examines the red tourism motivation, perceived value and the causal relationship between behavioral intention.Red tourism has opened up a new way to develop positive behavioral intentions of tourists.And put forward the corresponding inspiration and advice for red tourism management practices:clear red travel motivation, perceived value of the actual meaning and mechanism of action, to take effective measures to stimulate intrinsic motivation of tourists. Understanding the formation of red tourism in behavioral intentions and motives under the auspices of the perceived value.Guide the tourists reasonablely and effectively with special services, strengthen the relationship of motivation, perceived value, and behavior intention.