Examining The Effect Of Visitor’s Perceived Value On Behavioral Intention In Red Tourism Education At Meseums

Red culture and revolutionary history have become an important cultural tourism brand in China,aiming to promote the revolutionary spirit by tracing the footprints of our forefathers and understanding history.Museum red tourism education is an important part of red tourism and plays a vital role in red tourism.By visiting museums,people can learn about history and culture and appreciate the preservation of cultural relics,the transmission of culture and the display of history.More research has been conducted in this field at home and abroad,but most of it focuses on the significance of conducting museum red tourism,and the relationship between tourists’ perceived value of museum red tourism education and their behavioral intentions has not been studied in depth.Understanding the relationship between tourists’ perceived value of museum red tourism education and their behavioral intentions is important for improving the quality of museum visits,increasing the number of tourists and promoting the development of red tourism education.Therefore,this paper takes the Guangzhou Museum of Modern History as an example to study the perceived value and behavioral intention of visitors,which can provide some reference and reference for the development of museums and the promotion of red tourism education,and propose some improvement strategies.Based on the "stimulus-organism-response" theory,social learning theory and symbiosis theory,this paper uses questionnaires,literature research,descriptive statistical analysis,structural equation modeling and other research methods.museum’s red tourism education on visitors’ perceived value and its relationship with behavioral intention,the results of the study show that:(1)museum red tourism education enhances tourists’ perceived value: in the process of museum red tourism education,tourists can acquire rich historical,cultural and humanistic knowledge,feel deep emotional experience and value identity through exhibitions,interpretation and multimedia,which enhance tourists’ perceived value,thus enhancing their knowledge and interest in the museum and promoting their visiting experience.(2)Visitors’ perceived value enhances visitors’ behavioral intention: visitors’ perceived value has an important influence on visitors’ behavioral intention.Through the enhancement of the perceived value of museum red tourism education,tourists’ willingness to promote red culture and revisit is enhanced,thus playing a positive role in promoting and developing museum red tourism education.(3)Museum red tourism education promotes visitors’ positive behavioral intentions:museum red tourism education can promote visitors’ knowledge and understanding of red culture,enhance visitors’ patriotism and revolutionary spirit through different forms of educational activities,such as exhibits,festivals and events,and experience programs,thus stimulating visitors’ behavioral intentions to actively participate in social activities and promoting social harmony and progress.Based on this,this paper proposes the following development countermeasures:promoting the diversification of red tourism education to enhance tourists’ perceived value;increasing tourists’ perceived value to enhance their behavioral intention;improving the quality of tourism education to enhance tourists’ willingness to revisit and propagate.In response to the above proposed development countermeasures,museums can make targeted improvements according to the actual situation,so as to better promote the development process of the red economy.