| Under the background of economic and cultural globalization,the wave of red tourism is constantly emerging.According to China Travel News,over 40% of the respondents participated in red tourism more than 3 times in 2021.The spiritual needs of tourists are constantly improving,and the admiration of tourists for red spirit and revolutionary martyrs is expanded,and more and more tourists participate in it.As a unique tourism type in China,red tourism has multiple functions such as politics,society and education.It is not only an economic activity,but also has important political significance.It has important historical and practical significance for showing the glorious history,revolutionary spirit and fine tradition of the Chinese nation,cultivating national patriotic feelings,cultural selfconfidence and national spirit,promoting national prosperity and strengthening national identity.The political and cultural attributes of red tourism are reflected in tourists’ different tourism experience perception,In tourism,education perception,situation perception and memory perception will affect or change tourists’ attitude or behavior.As an important aspect of affecting human cognition and behavior,emotion can stimulate tourists’ thinking about reality and self-reflection,and promote tourists’ national identity.However,there is little research on the relationship between red tourism experience and national identity.Therefore,this study intends to make an in-depth study on the relationship between red tourism experience and national identity.Firstly,this thesis summarizes the relevant literature,combs the related research on red tourism experience,national identity,ideology and reflection,determines the dimension division and influence relationship of each variable,and constructs a research model of "red tourism experience-reflection-national identity" based on social identity theory and emotional evaluation theory,and puts forward research assumptions.At present,there is no scale to measure red tourism experience and ideological maturity,Before the formal start of this study,through literature review,content analysis and pre-research stage completed the Red Tourism Experience Scale and Ideology Scale for follow-up research,and finally get a Red Tourism Experience Scale containing four dimensions.The formal investigation of this thesis adopts online questionnaire distribution and offline field thesis questionnaire distribution,and finally there are 366 valid questionnaires,which are empirically analyzed by SPSS 21.0 and AMOS 21.0 software.Firstly,descriptive statistical analysis was carried out on the collected sample information and measurement indexes of each variable to grasp the overall sample structure and relevant data results.Secondly,the reliability and validity of the data were analyzed,the structural equation model was verified,the research hypothesis was tested,the mediating effect was tested,and the moderating effect was tested by stepwise regression.Finally,the research conclusions and management implications were summarized according to the results of empirical analysis.The results show that there are 14 hypotheses in this thesis,among which 13 hypotheses hold true and 1 hypothesis does not hold true.Specifically:(1)Red tourism experience includes four dimensions: educational experience,memory experience,emotional experience and will experience,all of which have a significant positive impact on reflection.(2)Reflection has a significant positive impact on national identity.(3)Reflection has a mediating effect between red tourism experience and national identity,in which reflection plays a partial mediating role in the relationship between red tourism education experience,memory experience,will experience and national identity,and a complete mediating role in the relationship between emotional experience and national identity.(4)The influence of ideological positive adjustment reflection on national identity.(5)The red tourism experience including educational experience,memory experience,emotional experience and will experience all have significant positive impact on national identity,while the positive impact of emotional experience on national identity is not established.Finally,based on the above empirical analysis and research conclusions,this thesis puts forward targeted suggestions for the managers of red tourism scenic spots from three aspects:paying attention to tourists’ experience in the process of red tourism,establishing tourists’ red tourism archives and feedback mechanism,and strengthening the cultural and environmental adaptation elements of red resources. |
