Study On The Influence Of Nostalgia On The Loyalty Of Dazhai Tourists In The Context Of Red Tourism

Red tourism,which carries tangible things with memories of The Times and strong regional atmosphere,is an important carrier to enhance national identity and inherit national spirit.However,the fragmentation of post-modernism weakens the compatibility of red history and culture with contemporary life.Nostalgia caused by the work item and symbol system has rich theoretical embodiment and practical cases in bridging the intergenerational perception alienation caused by the time and space distance and cultural distance.Therefore,the nostalgic experience in the red culture scene plays an expansive role in the structural reconstruction and significance presentation of the tourist destination.This paper takes Dazhai Village,Xiyang County,Shanxi Province,as the study case,chooses red tourism as the theme,and establishes a theoretical model with nostalgia as the independent variable,place attachment and perceived value as the intermediate variable,and tourist loyalty as the dependent variable.Relevant data were obtained through questionnaire survey,and statistical analysis methods such as factor analysis,mean analysis,variance analysis and structural equation model were comprehensively adopted to explore the influence of nostalgia emotion of red tourists on tourist loyalty.The main research conclusions are as follows:(1)Demographic characteristics such as age,gender and occupation show the characteristics of business trip alienation in red tourism nostalgia.Among them,different gender,age,income and red tourism experience show significant differences in red tourism nostalgia.Men have a higher degree of nostalgia for red tourism than women: older tourists have a higher degree of nostalgia for red tourism: tourists with higher income have a higher degree of nostalgia for red tourism: tourists with red tourism experience have a higher degree of nostalgia for red tourism than those without.In addition,red tourism nostalgia has nothing to do with education background and occupation,and there is no significant difference between them.These factors are also influencing factors of red tourism nostalgia.(2)Red tourism nostalgia is positively correlated with tourists’ perceived value,place attachment and loyalty.Personal nostalgia has a positive impact on the above three variables:historical nostalgia also has a positive impact on the above three variables.(3)Perceived value and place attachment play mediating roles in the relationship between red tourism nostalgia and tourist loyalty.Place attachment plays a mediating role in the relationship between personal nostalgia and loyalty,and perceived value plays a mediating role in the relationship between historical nostalgia and loyalty.(4)Red tourism nostalgia is positively correlated with tourists’ perceived value,place attachment and loyalty.Personal nostalgia has a positive impact on the above three variables:historical nostalgia also has a positive impact on the above three variables.(5)Perceived value and place attachment play mediating roles in the relationship between red tourism nostalgia and tourist loyalty.Perceived value played a mediating role in the relationship between personal nostalgia and loyalty(0.196): Place attachment played a mediating role in the relationship between historical nostalgia and loyalty(0.071).