A Study On The Influence Of Awesomeness On National Identity In Red Tourism

Red culture is not only China’s traditional culture,but also China’s precious wealth,which can reflect the spiritual outlook of the Chinese nation and has far-reaching significance in carrying forward the national spirit,inheriting traditional culture,and strengthening national self-confidence.In 2004,the National Development and Reform Commission of the People’s Republic of China put forward the concept of red tourism in the Outline of the National Red Tourism Development Plan for 2004-2010,and indicated that the state will vigorously develop the red tourism industry.General Secretary Xi Jinping attaches great importance to red tourism culture,and has repeatedly emphasized the importance of red tourism in the 20 th National Congress,pointing out that the background of red tourism cannot be diluted,which shows that red tourism is an important part of China’s political economy and culture.Given that most of the current research focuses on the red scenic spots themselves,such as the development of red scenic spots,red tourism resources,etc.There is obviously insufficient research on the influence of positive emotions induced by red tourism and national identity.Based on this,this study further investigates whether social memory as a factor of awe in the context of red tourism can further affect tourists’ national identity.Based on the perspective of red tourism,combined with Appraising Theory of Emotion and the Broaden-and-Build Theory of Positive Emotions,this study discusses the influence mechanism and specific path of awe on national identity in the context of red tourism,constructs a research model of social memory,awe and national identity,enriches the formation mechanism of tourists’ national identity in red tourism,and not only provides a new perspective on how to enhance tourists’ national identity.It also provides basic support for the development and management of red tourist attractions.In this study,a total of 590 questionnaires were distributed through offline field research and online questionnaire star distribution,and 456 valid questionnaires were recovered.SPSS 26.0 and AMOS statistical software were used to test the reliability and validity of the valid questionnaire and analyze the confirmatory factors,and then analyze the constructed structural equation model.The empirical research data results show that:(1)under the context of red tourism,character memory,time memory,environmental memory and spatial memory in social memory can all be used as factors for the generation of awe;(2)In the context of red tourism,awe promotes the emergence of tourists’ cultural attachment and functional attachment to the country,so awe can promote the generation of tourists’ national identity;(3)Awe has an important mediating effect in social memory and national identity.