Research On The Influence Of College Students’ Red Virtual Tourism Experience On Travel Intention

Red tourism is the embodiment of adhering to the Party’s fine traditions,inheriting red history,promoting the spirit of patriotism and nationalism,a political project to strengthen the belief in communism and the road to socialism,and a new way and method to inherit and carry forward the advanced culture of the Chinese nation.The rapid development of virtual reality technology has brought new vitality and vigour to red tourism projects.Red tourism products can be used with the help of virtual tourism platforms,allowing tourists to create an immersive "cloud" tour,through vivid audio and visual displays,interaction,to help tourists better understand red tourism products.However,the impact and effect that virtual reality technology can have on red tourism attractions has yet to be fully researched,and whether red virtual tourism can trigger tourists’ willingness to travel on the ground and significantly enhance tourists’ red cultural identity are questions that need to be further verified.The intersectional study of red tourism,virtual reality technology and the discipline of Civic Education in this paper helps to promote the development of red tourism,innovate the ways and means of patriotic education and ideological and political education for university students,and enhance the application scope of virtual reality technology.Therefore,the study of red virtual tourism is of great practical significance at the present time.Due to the important role played by the spirit of Xibaipo in national patriotic education and ideological and political education,this study selects the case site as the Xibaipo Memorial Hall.Based on the principles of SOR theory and mirror experience theory,the conceptual model of the influence of red virtual tourism experience on red cultural identity and willingness to travel in the field among university students is proposed,and the corresponding research hypotheses are put forward.In order to more accurately analyse the influence of virtual tourism experience on red cultural identity and willingness to travel in the field,page design,information content and communication interaction are further introduced as control variables.Based on the development of the Red Virtual Tourism Experience,Red Cultural Identity and Willingness to Travel Scale,802 valid questionnaires were collected after pre-research and formal research,and after analysis,the following conclusions were drawn:(1)Cognitive experience,awe and empathy in the red virtual tourism experience have a significant positive impact on willingness to travel in the field.(2)Cognitive experience,awe and empathy have a significant positive impact on red cultural identity.(3)Cognitive identity and affective identity in red cultural identity have a significant positive influence on willingness to travel on the ground.(4)Red cultural identity has a mediating effect between red virtual tourism experience and willingness to travel on the ground.Finally,the practical revelations of this study are proposed:(1)Improve the level of virtual technology,build a virtual tourism platform with rich information,strong interactivity and good experience to enhance the effect of red virtual tourism experience for tourists,red tourism places and red tourism scenic spots should pay attention to the promotion and publicity role of the virtual tourism platform to attract more tourists to visit them in the field and promote the healthy and prosperous development of red tourism.(2)Improve the red virtual tourism website communication environment,by setting up information communication boards,establishing smooth information exchange channels,and attaching importance to the feedback from experience seekers,can effectively promote the development of red virtual tourism projects.(3)Using virtual reality technology to build an experimental platform for red culture education in colleges and universities,and to enhance the degree of red culture identification of university students,can effectively promote the effect of patriotic education and red spirit transmission in China.