A Study On The Influence Of The Guided Red Tourism Interpretation Perceptionon Tourist Fit In The Perspective Of Red Culture Empathy

In the new era,developing red tourism is an important way to spread the red culture and practice core socialist values.Red tourism scenic spots are of great significance for telling red stories and inheriting red genes.As an important guided red tourism interpretation,the importance of narrators of red tourism scenic spots has been gradually reflected.It is particularly important to improve the interpretive level of the narrators and improve tourists’ guided red tourism interpretation perception and tourist fit,so as to give better play to the red education function of scenic spots.However,the academic research on the guided red tourism interpretation focuses on the case analysis and countermeasure application.The relevant theoretical discussion and empirical research are still insufficient,failing to provide effective theoretical guidance,so relevant research needs to be strengthened.Based on the literature review of domestic and foreign scholars,this thesis tries to apply the theory of customer fit to the field of tourism and discuss tourist fit from three dimensions of cognition,emotion and behavior.What’s more,this thesis introduces the psychological concept of empathy into the study of tourist experience in red tourism scenic spots and explores the influence of red culture empathy.Through questionnaire design,267 valid sample data have been obtained from tourists who have visited the Nanchang August 1st Uprising Memorial Hall and listened to the on-site interpretation.By using SPSS 20.0 and AMOS 23.0,the characteristics of the whole samples have been analyzed.Through the construction of structural equation model,the relationship among red culture empathy,the guided red tourism interpretation perception and tourist fit has been explored.The results mainly include: first of all,tourists have higher empathy of red culture(mean4.49),and also have higher cognitive fit,emotional fit and behavioral fit with the scenic spot(mean 4.55,4.63,4.66).Secondly,tourists’ empathy of red culture,guided red tourism interpretation perception and tourist fit show certain differentiation characteristics.Tourists aged 31-45 and 46-60 show a high degree of red culture empathy(mean 4.51,4.56)and the guided red tourism interpretation perception(mean 4.51,4.50).Compared with tourists with bachelor degree or above,tourists with high school or technical secondary school and college degree show higher level of the guided red tourism interpretation perception,red culture empathy and tourist fit.Tourists traveling alone have a higher degree of red culture empathy(mean 4.64),tourists traveling organized by travel agencies have a higher level of the guided red tourism interpretation perception(mean 4.46).Thirdly,structural equation model test results show that tourists’ guided red tourism interpretation perception directly triggers red culture empathy.Tourists’ guided red tourism interpretation perception significantly promotes their emotional fit with the scenic spots and fails to significantly promote their cognitive fit and behavioral fit.Tourists’ empathy of red culture has a positive and significant impact on their cognitive fit,emotional fit and behavioral fit.Red culture empathy plays a significant mediating role between the guided red tourism interpretation perception and tourist fit.Accordingly,this thesis puts forward the following suggestions: first of all,enhance interpretation appeal and formulate different interpretation strategies,so as to improve the cognitive fit between tourists and scenic spots.Secondly,strengthen marketing communication and promote joint construction and co-creation,so as to reinforce the emotional fit between tourists and scenic spots.Thirdly,promote intelligent interpretation services and create immersive scenes,so as to accelerate the behavioral fit between tourists and scenic spots.This thesis enriches the research content,expands the research perspective and provides more empirical research cases in the research field of tourists’ psychology and behavior in red tourism scenic spots.On the one hand,it can provide theoretical guidance for the improvement of guided red tourism interpretation level and tourist fit in case areas.On the other hand,it can also provide practical reference for the development of other similar red tourism scenic spots in China.