Research on the influence path of red tourism experience on tourists' well-being: based on the chain mediating role of tourists' emotion and national identity.
Huiling Zhou, Qianru Zhang, Lu Lu, Yajun Jiang, Ke Wu
Author Information
Huiling Zhou: College of Tourism & Landscape Architecture, Guilin University of Technology, Guilin, Guangxi Zhuang Autonomous Region, 541004, China.
Qianru Zhang: College of Tourism & Landscape Architecture, Guilin University of Technology, Guilin, Guangxi Zhuang Autonomous Region, 541004, China.
Lu Lu: School of Economics & Management, Inner Mongolia University, Hohhot, Inner Mongolia Autonomous Region, 010000, China. 634020889@qq.com.
Yajun Jiang: College of Tourism & Landscape Architecture, Guilin University of Technology, Guilin, Guangxi Zhuang Autonomous Region, 541004, China. glutjyjall@163.com.
Ke Wu: School of Economics & Management, Hunan University of Science and Technology, Yongzhou, Hunan Province, 425199, China. huse_chn@163.com.
BACKGROUND: Red tourism is a way of tourism with Chinese characteristics, carrying tourists' fresh emotions and value pursuit, and is an important part of the construction of tourists' well-being. METHODS: Based on the stimulus-organic-response (SOR) theory and taking tourists' emotion and national identity as the mediating factors, this study researched on the mechanism of tourists' well-being in red tourism by constructing a structural equation model of red tourism experience and tourists' well-being. RESULTS: (a) Red tourism experience has a significant positive impact on tourists' emotions (positive emotion and positive negative emotion), and tourists' emotions also have a significant positive impact on national identity; (b) Positive emotion and national identity have significant positive effects on tourists' well-being; (c) Tourists' emotions and national identity play a mediating role between red tourism experience and tourists' well-being. CONCLUSION: This study provides a valuable supplement to the literature on tourists' well-being in the context of red tourism, and the research results provide a new perspective and theoretical basis for the managers of red tourism destinations to formulate marketing strategies.
