A Study On The Behavioral Intention Of Tourists From The Image Of Red Tourist Attractions

2021 is the centenary of the founding of the Communist Party of China.In the context of the continuous impact of the global epidemic,the country advocated a dual-cycle strategy,and the domestic tourism industry has gradually recovered and flourished.Red tourism is a type of tourism strongly advocated by the state.In the early stage,group tours were mainly used,and middle-aged and elderly people were the main groups.Nowadays,more and more young people choose self-guided tours to actively participate in red tourism,and go to red tourism places to visit and pay their respects.The development of red tourism is in full swing.Most of the red tourist attractions are located in remote areas.The development of red tourism is of great significance to the improvement of the living standards of the people in the old revolutionary base areas and the acceleration of social and economic transformation.Red tourism also carries the important task of party history education.Party history education can not only enhance the youth’s identification with the Communist Party of China,improve the ideological and political quality of the youth,strengthen the ideals and beliefs of socialism with Chinese characteristics,but also help promote the national spirit and cultivate patriotism.Studying the behavioral intention of tourists is an important way of thinking for tourist destinations to attract tourists,and the study of behavioral intentions is also an important measure for tourism destinations to enrich the connotation of tourism marketing.Studying the action path of tourists’ behavioral intentions in the context of Red Tourism can understand the actual needs and obstacles of tourists,so as to find new ideas for stimulating tourists’ desire to travel and increasing the number of tourists in red tourism destinations.Based on the perspective of destination image and on the basis of the theory of planned behavior,this paper constructs a theoretical model of red tourism tourists’ behavioral intention.By distributing questionnaires at The Great Memorial Hall of the CPC in Shanghai and Jiaxing Nanhu Scenic Spot,and using SEM to conduct empirical analysis on 250 valid questionnaires,the key influencing factors and correlations of behavioral intentions of red tourist tourists were identified,and the following conclusions were drawn.(1)Different factors have different influences on red tourism tourists’ behavioral intentions.Among them,the image of red tourist attractions has the strongest effect on behavioral intentions.Followed by subjective norm,attitude and perceived behavior control,the effect of cultural and creative publicity image of red tourist destination on behavior intention is the weakest.(2)There are two effect paths of destination image on behavioral intention: one is the direct effect of destination image on behavioral intention;the other is the path of "destination image-attitude-behavioral intention".(3)Subjective norm,perceived behavioral control and attitude are not relatively independent,and both subjective norm and perceived behavioral control have a significant impact on attitude.This paper integrates the destination image theory into the framework of planned behavior theory in the context of red tourism research,thereby expanding the application scope of the planned behavior theory.The expanded model has a good degree of matching and interpretability.The article enriches the research on red tourism and provides suggestions for the management departments of red tourism destinations:(1)dig deep into the connotation of red culture and tell the story of red culture;(2)enrich cultural commemorative commodities,and enhance practicality and cost performance;(3)increase the promotion of red tourism and create a red tourism destination IP.