Study On The Impact Mechanism Of Volunteer Service Behavior Intention In Red Tourism

Red tourism is to carry forward the revolutionary spirit,celebrate the traditional culture,the practice of core values of a new kind of tourism form,the volunteer service development to alleviate the contradiction between supply and demand of the red tourism services,build a party history study education,promote the development of red cultural innovation,promote the development of civilized tourism in red scenic areas,and revitalize the old revolutionary areas plays an important role.However,at present,the development of volunteer service in red tourism has many difficulties,such as low awareness of volunteers’ participation,limited coverage of participation,and low degree of participation.The lack of the subject’s participation behavior lags behind the development of volunteer service in red tourism,which is increasingly obvious.The responsiveness and participation of volunteers are the basis for the multiple effects of red tourism volunteer service.Therefore,clarifying the concept of behavior intention of volunteer service in red tourism,identifying the key factors that affect individuals’ intention to participate in volunteer service in red tourism,clarifying the internal operating mechanism of each factor,and strengthening the theoretical study on behavior intention of volunteer service in red tourism have become important practical issues requiring urgent attention in the academic circle.The paper starts from the theory of planned behavior,and comprehensively considers the study theme and the actual situation of the case,adds the social identity and value orientation of volunteers as the important motivation influencing the intention of voluntary behavior of red tourism,and incorporates it into the classical theory of planned behavior,forming an expanded analytical framework of the theory of planned behavior.The subjective norms are divided into two dimensions:personal norms and demonstrative norms,the perceptual behavior control are divided into two dimensions:self-efficacy and convenience,the social identity are divided into two dimensions:role identity and party identity,the value orientation are divided into two dimensions:self-improvement and self-transcendence,the behavior attitude as the intermediary variables,behavior intention as the outcome variables,explore the influence relationship between variables.Distributed and collected 401 valid questionnaires to conduct empirical analysis on the data.The following conclusions were obtained:（1）Subjective norms have remarkable positive effect on the behavior attitude.Perceptual behavior control has a partial remarkable predictive effect on the behavior attitude.Among which,self-efficacy has a remarkable positive effect on the behavior attitude,convenience degree has no remarkable influence on the behavior attitude.（2）Both social identity and value orientation have a remarkable positive effect on the behavior attitude.（3）Both subjective norms and perceptual behavior control can partially predict the behavior intention.Among which,personal norms have a remarkable positive effect on the behavior intention,while the demonstrative norms have no remarkable effect on the behavior intention.In addition,self-efficacy has a remarkable positive effect on the behavior intention,convenience degree has no remarkable effect on the behavior intention.（4）Behavior attitude has a remarkable positive impact on the behavior intention,and plays a partial mediating role among individual norms,self-efficacy and behavior intention.Finally,based on the important conclusions of the analysis,combined with the key issues may be ignored in the development of red tourism volunteer service,this study puts forward some strategic suggestions:focusing on subjective norms and creating an atmosphere together.Highlight value orientation and realize self-value.Enhancing role identity and maintaining party identity.Improve policy support and pay attention to attitude guidance.In order to provide practical management reference for the normal and sustainable development of red tourism volunteer service.