摘要
为进一步解决红色旅游发展所面临的发展困境,必须全面深化改革,实现产业升级以更好地满足人民对美好生活的需要,进而实现红色旅游的健康可持续发展。本文通过对井冈山旅游景区案例地的调查,基于三成分态度理论,采用结构方程模型进行实证研究,发现文化感知、文化认同、情绪体验三者对红色旅游行为意向均有显著正向影响,其中文化感知又显著正向影响文化认同和情绪体验。进一步研究发现,文化感知是通过文化认同、情绪体验的中介作用,对红色旅游行为意向产生影响。通过对研究结果的分析,从激活市场主体旅游企业活力的角度,在红色旅游发展方面提供参考建议。
In order to further solve the development difficulties faced by red tourism,it is necessary to comprehensively deepen reforms,achieve industrial upgrading to better meet the needs of the people for a better life,and thus achieve the healthy and sustainable development of red tourism.This article conducts an empirical study on the case study of Jinggangshan tourist attractions,based on the three component attitude theory and the structural equation model.It is found that cultural perception,cultural identity,and emotional experience all have a significant positive impact on the intention of red tourism behavior.Among them,cultural perception has a significant positive impact on cultural identity and emotional experience.Further research has found that cultural perception has an impact on the intention of red tourism behavior through the mediating effect of cultural identity and emotional experience.By analyzing the research results,provide reference suggestions for the development of red tourism from the perspective of activating the vitality of tourism enterprises as market entities.
作者
邹文华
周常春
ZOU Wen-hua;ZHOU Chang-chun(Faculty of Management and Economics,Kunming University of Technology,Kunming,Yunnan 650504)
出处
《江苏商论》
2024年第5期51-56,81,共7页
Jiangsu Commercial Forum
基金
国家自然科学基金项目:异质性视角下乡村旅游与农业融合发展对扶贫效果的影响机理研究(71940015)
云南省哲学社会科学规划重点项目:云南省乡村旅游与农业产业融合对扶贫效果的影响研究(ZDZZD201907)。
关键词
红色旅游
文化感知
文化认同
情绪体验
旅游行为
Red tourism
Cultural perception
Cultural identity
Emotional experience
Tourism behavior
