| With the continuous improvement of the national income level,tourism has become an important way of our national leisure life.Since the red tourism was first proposed in 2004,the development has been extremely rapid.However,some red tourism scenic spots have the problem of paying too much attention to the growth of economic income.They even deified historical figures to cater to the tastes of the masses and adapted historical facts.Although there is a boom in the research of red tourism in academia,the research of red tourism in China is mostly confined to consumer behavior,resource planning and development,and strategic marketing of red tourism.In 2011 and 2016,the State Council twice issued a document stressing the development plan for red tourism.General Secretary Xi also emphasized on many occasions that it is imperative not to lose the red tourism background.Therefore,red tourism is an important part of national political engineering and cultural engineering,how to better realize the political and cultural functions of red tourism,the red tourism is still lack of relevant research.In recent years,a lot of studies in tourism field have found that in the tourism environment,tourists will feel the existence of positive emotions and lead to positive behavior.Awe is a positive emotion that people generate when they are faced with ambitious and obedient things,awe can produce positive outcomes such as pro-social behavior and reduced self-interest.Through reviewing the red tourism literature,red tourism contains the elements that can induce arousal,which shows that red tourism tourists can arouse awe in the red tourism and lead to the prosocial behavior and process the deep information,enhance the tourist's consciousness on the national culture and function,reduce their own concerns.Under the background of red tourism,the introduction of awe to explain the political function of red tourism and build a national identity model based on awe,it can provide a theoretical basis for the political development of red tourism.At the moment when globalization leads to the crisis of national identity,the political function of red tourism can reconstruct the national identity of the nation and increase the cultural soft power;promote the tourism managers to rediscount the political functions of red tourism,discover the new value of red tourism and promote the development of red tourism;help red tourism developers to re-examine the red tourism elements,re-planning the construction of red tourist attractions,enriching the connotation of red tourism and increasing the attractiveness of red tourism.The theoretical basis is provided by literature review,the questionnaire is developed by focus group interviews,the quantitative research data is collected by questionnaires on the spot,and the hypothesis model is quantitatively studied.Empirical study uses structural model method(SEM),through the software SPSS 22.0 exploratory factor analysis to determine whether the scale could carry out confirmatory factor analysis.Confirmatory factor analysis is performed using Mplus 7 software to test the structural equation model.According to the results of the empirical study,we find that the national identity of awe tourists in the red tourism context has a significant impact,and supports the conceptual model of "awe inspiring--awe--national identity" strongly.The result of mediating variable shows that the awe emotion is also the intermediary variable of the tourist awe inducing factors and the national identity.The contribution of this paper has four points: 1.Red tourist tourists can produce awe experience and is suitable for the measurement of awe;2.Awe has provide effects on red tourists' national identity,and awe has a mediating effect;3.Positive emotions in the research field of red tourism are abundant;4.Providing empirical results for red tourism related theory and decision-making.Finally,there are still some shortcomings in the research and suggestions for future research. |
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