Research On The Impact Of Red Cultural Atmosphere On Tourist Value Co-creation Behavior

In 2021,the Communist Party of China celebrated its 100 th birthday,and the popularity of red tourism continues to rise.General Secretary Xi Jinping proposed to take full advantage of red resources and inherit red genes.A number of national policy documents have also clearly pointed out that red tourism should be vigorously developed to promote the construction of socialist spiritual civilization and high-quality development of regional economy.There is no doubt about the value of red tourism.At the same time,in the era of experience economy,when tourists abandon the traditional sightseeing tour and turn to in-depth tour and experience tour,red tourist attractions should recognize the dominant position of tourists in tourism and support them to create tourism experience value with their personal resources.However,most scenic spots have no clear understanding of this aspect.Good external environment is conducive to promoting the positive behavior of tourists,therefore,based on relevant research results at home and abroad,this thesis focuses on the unique environment of red culture in red tourist attractions,namely red cultural atmosphere,explores its relationship with the tourist value co-creation behavior,and highlights the role of red cultural identity and self-efficacy in this process.This is of great theoretical and practical significance to the research on red tourism and value co-creation.Firstly,this thesis analyzes the existing research results of cultural atmosphere,cultural identity and tourist value co-creation behavior,identifies the dimension of red cultural atmosphere and tourist value co-creation.According to cognitive affective behavior theory,social cognition theory and social identity theory,this thesis takes the red cultural atmosphere as the independent variable,the red cultural identity as the intervening variable,the tourist value co-creation behavior as the dependent variable,and determines the self-efficacy as the regulated variable,finally builds the theoretical model.Secondly,this thesis designs the questionnaire on the basis of the existing maturity scale,and tests the rationality of the questionnaire through pre-survey analysis.After that,this thesis conducts a formal survey and processes sample data using SPSS21.0 software and AMOS21.0 statistical analysis software,verifies the relationship between red culture atmosphere,red cultural identity and tourist value co-creation behavior.The results show that: First,the material cultural atmosphere and spiritual cultural atmosphere have a significant impact on the tourist value co-creation behavior,and there is a positive influence relationship with the red cultural identity of tourists.Second,institutional cultural atmosphere has no significant effect on the tourist value co-creation behavior and red cultural identity.Third,the red cultural identity has a mediating effect between material cultural atmosphere and tourist value co-creation behavior,and the red cultural identity has a mediating effect between spiritual cultural atmosphere and tourist value co-creation behavior.Fourth,self-efficacy has a moderating effect in the relationship between the tourist value co-creation behavior and red cultural identity.Finally,according to the research conclusions,this thesis puts forward reasonable and targeted management suggestions to enhance the cultural atmosphere of red tourist scenic spots and promote the tourist value co-creation behavior,including increasing the cultural excavation of red tourism spots,creating a strong red cultural atmosphere,enhancing the red cultural identity of tourists,and attaching importance to the self-efficacy of tourists.At the same time,this thesis summarizes the shortcomings and future research prospects.