Research On The Impact Of Interpretation Service Quality On The Behavior Intention Of Red Gene Inheritance In Red Venue

Xi Jinping has pointed out that we should tell the story of the Party,heroes and martyrs,then inherit red gene.Red venues are the red gene pool of the Party and the country,they are an important way to inherit the red gene as a carrier of red culture and red spirit.As a bridge between tourists and red history and culture in red venues,interpretation services play an important role in telling the red story,interpreting the red gene and have an important influence on tourists’ behavior intention of red gene inheritance.However,the existing studies have seldom empirically explored their relationship.And clarifying the role of interpretation services quality on tourists’ behavior intention of red gene inheritance can provide effective theoretical guidance for the inheritance of red gene and the educational function of red venues.Based on the literature review,this study uses SERVPERF performance perception service quality theory and SOR theory and constructs a theoretical model of the influence of red venue interpretation service quality on tourists’ behavior intention of red gene inheritance.And this study extracts the dimensions of red gene inheritance behavior Intention and learning gain through interviews,and obtains 416 valid questionnaires by combining online and offline methods.Then,the study uses SPSS 26.0 and AMOS 28.0 to analyze the data,verify the relationship between interpretation service quality,red gene learning gains,tourist satisfaction,and behavior intention of red gene inheritance and explore the differences in the paths of different interpretation tools.The study found that:(1)Red gene learning gains include knowledge,awareness,and emotional gains;behavior intention of red gene inheritance include practicing the red spirit,relaying red experiences,promoting red culture,conducting red education,revisiting red venues,and recommending family and friends to visit.(2)The interpretation services quality has a significant positive effect on tourists’ behavior intention of red gene inheritance.(3)Red gene learning gains and tourist satisfaction have a chain of multiple mediating effects in the influence of interpretation service quality on the behavior intention of red gene inheritance.(4)There is a significant difference in the pathways of influence between personal and non-personal interpretation in the influence of interpretation service quality on the behavior intention of red gene inheritance.Thus,the countermeasures and suggestions for realizing red gene inheritance in red venues from the perspective of interpretation services are put forward:(1)Create interactive scenarios for tourists and improve the response to interpretation services.(2)Explore the connotation of red culture and strengthen the harvest of tourists’ interpretation.(3)To connect with tourists’ emotions and enhance their satisfaction.(4)Advocate the transmission of tourists interpretation and deepening tourists inheritance behavior.