Analysis Of Red Building Cultural And Tourism Satisfaction

The report of the 20 th Party Congress proposes to make good use of red resources,carry forward red traditions and pass on red genes.As a unique form of architecture,red architecture contains a rich cultural spirit,and the development of red architecture cultural tourism is of great significance to the future of red architecture and the enhancement of people’s cultural confidence.With the improvement of the quality of life,people’s pursuit of spiritual level is more and more intense,red architecture cultural tourism came into being,and the improvement of satisfaction of red architecture cultural tourism is of great significance to the development of red architecture cultural tourism.Firstly,taking tourist satisfaction theory as the theoretical framework,combining tourism experience theory and expectation inconsistency theory,and contacting the actual situation of the development of red architecture cultural tourism in Lu’an,we put forward the research hypothesis and construct a theoretical model,refer to the more mature classical scale,set the dimensions of tourist satisfaction from three levels of red architecture,tourists and scenic spots,and construct a scale of satisfaction of red architecture cultural tourism in Lu’an.Secondly,field research was conducted with the tourists of red architecture cultural tourism in Lu’an City as sample respondents,based on real and valid data,basic statistical analysis,quality assessment and demographic difference test and correlation analysis,and satisfaction IPA analysis,structural equation modeling and mediating effect test were used to conduct empirical research on satisfaction of red architecture cultural tourism.Finally,the overall situation of satisfaction of each dimension of red architecture cultural tourism was obtained,and the influence relationship between cultural perception,service quality,interpersonal interaction,emotional experience and satisfaction of red architecture was verified.The following conclusions were obtained from the study:(1)Among the influencing factors of satisfaction of cultural tourism of red architecture,architectural culture perception and service quality are in the maintenance zone,emotional experience is in the advantage zone,and interpersonal interaction is in the improvement zone.In general,the satisfaction situation of architectural culture perception,service quality and emotional experience is good,and the satisfaction of tourists about interpersonal interaction dimension needs to be improved.(2)There are significant positive effects of red building culture perception,service quality,interpersonal interaction,and emotional experience on satisfaction,with influence path coefficients of 0.304,0.246,0.239,and 0.187,respectively,and in order of influence from strong to weak,interpersonal relationship,emotional experience,red building culture perception,and service quality.(3)There is a significant positive effect of red architecture culture perception and interpersonal interaction on tourists’ emotional experience through direct effect,and the degree of influence of red architecture culture perception on tourists’ emotional experience is greater than the influence of interpersonal interaction on emotional experience.Both interpersonal interaction and perception of red architecture culture have significant positive effects on satisfaction with red architecture cultural tourism with emotional experience as a mediating variable,and the mediating effect of emotional experience is stronger in the path of interpersonal interaction on satisfaction.In response to the findings of the study,combined with the actual situationof red architecture cultural tourism in Lu’an,the author believes that in order to improve the satisfaction of red architecture cultural tourism in Lu’an,the following five aspects need to be improved: enhancing interpersonal interaction in scenic spots where red architecture is located,strengthening tourists’ emotional experience,creating cultural characteristics of red architecture,improving the service quality of scenic spots and revitalizing red architecture.Figure [7] table [26] reference [90]...