Study On The Relationship Between Environmental Characteristics,Red Memory And Perceived Value

Red tourism is a kind of tourism product combining patriotism education and tourism industry,and has an important spiritual orientation.The environmental characteristics are the basic building blocks of the red tourist destination.It provides a direct display platform and transportation channel for the dissemination of the special red spirit,red culture and red memory.The red tourism participants deepen their own experience after comprehensively perceiving the environmental characteristics.The understanding and perception of red spirit,red culture and red memory,at the same time shocked China’s great revolutionary process,constructed and deepened its memory of national history,formed a high degree of political identity,and perceived value was realized in this process.This paper selects the Jinggangshan red tourism site as a typical case study,and uses the structural equation model to empirically analyze the relationship between environmental characteristics,red memory and perceived value.On the basis of retrospective analysis of relevant literatures at home and abroad,the selection of tourism attractions,tourism atmosphere and tourism facilities as important reference elements of environmental characteristics,the functional value and emotional value as the basic measurement factors of perceived value,the environmental characteristics of red tourism sites were constructed.The relationship model between red memory and perceived value is collected through field questionnaires,and the survey data is analyzed by SPSS24.0 and AMOS21.0 software.The results show that,on the one hand,red tourist attraction,red tourism atmosphere and red tourism facilities are the direct influences of red memory construction and consolidation and constitute the main content of red memory,while red memory is the direct and indirect influence of perceived value.The latent variables of perceived value are divided into functional value and emotional value,that is,red memory affects the tourist experience and experience by affecting functional value and emotional value;on the other hand,red tourist attraction and red tourism atmosphere as emotional value Directly affecting objects,through their tourism resources and atmosphere,create a direct impact on the emotional value perception of tourists;red tourism atmosphere,red tourism facilities as a direct impact of functional value,through the construction of facilities and the atmosphere of the scenic spot directly affect the functional value assessment of tourists,namely the environment The three latent variables of the characteristics have a direct impact on the perceived value.Combining the above two aspects,this paper summarizes the two ways of affecting the perceived value of environmental characteristics.First,the environmental characteristics indirectly affect the perceived value by affecting the red memory;two,Habitat characteristics directly affect the perceived value.This paper believes that the development of red tourism should strengthen the construction of environmental characteristics of red tourism sites,comprehensively develop red tourism resources,and form a vivid and profound red memory symbol,which is internalized into tourists’ perceived value stimuli.Combined with the above research results,this paper proposes relevant measures to pay attention to the construction of environmental characteristics of red tourism sites,strengthen the red memory of tourists,and enhance the perceived value of tourists.