Research On The Influence Mechanism Of Red Tourism Experience On Tourists’ Subjective Well-being

Since the 18th National Congress,the Central Committee of the Communist Party of China has repeatedly stressed the need to make good use of red resources and inherited red culture,and pointed out that making the people lives a happy life is one of the most important tasks.Therefore,whether red tourism can stimulate the positive emotions of tourists,continue the good deeds of revolutionary predecessors,and be happy because of kindness has become a major practice to better build China’s red spirit,and an important criteria for promoting the high-quality development of red tourism.In view of this,this study takes the red cultural destination as the background,based on the perspective of tourists,on the basis of combing the red tourism experience,tourist gratitude and other related literature,and using the stimulus-organism-reaction theory to examine the mechanism between tourists’ red tourism experience,tourists’ gratitude to revolutionary predecessors,tourist citizenship behavior and tourists’ subjective well-being,and to analyze the moderating role of on-site activity involvement in tourists’ red tourism experience and gratitude.It forms a whole-process description that starts from the tourists themselves,examines how tourists affect their gratitude through the red tourism experience,and then has an effect on tourist citizenship behavior and subjective well-being.In this study,a total of 355 valid questionnaires were collected from red tourism tourists.SPSS 23.0 and MPLUS7.0 software were used to perform statistical analysis and hypothesis test.The results show that:(1)the red tourism experience of tourists has a significant positive impact on tourists’ gratitude;(2)Tourists’ gratitude has a significant positive impact on tourist citizenship behavior of helping and recommending behaviors,but has no significant impact on tourists’ feedback behaviors;(3)Tourist citizenship behavior has a significant positive impact on tourists’ subjective well-being;(4)The helping behavior and recommendation behavior in tourist citizenship behavior play a mediating role between tourists’ gratitude and subjective well-being,respectively,while the mediating role of tourists’ feedback behavior between tourists’ gratitude and subjective well-being is not established.(5)Gratitude and tourists’helping behaviors play a chain mediating role between red tourism experience and subjective well-being,while gratitude and tourists’ recommendation behaviors play a chain mediating role between red tourism experience and subjective well-being.The chain mediating role of gratitude and feedback behavior in the red tourism experience and subjective well-being of tourists is not confirmed.(6)The degree of on-site activity involvement positively moderates the relationship between red tourism experience and gratitude.Based on the above theoretical research and empirical analysis results,this study explores the antecedents and outcomes of tourists’ gratitude in red tourism,and theoretically enriches and expands the knowledge on red tourism experience,tourist citizenship behavior and subjective well-being.It also provides some practical implications for red tourism destination organizations to develop high-quality red tourism.