Study On The Relationship Between Nostalgic Experience And Revisit Intention Of Tourists In Red Tourist Attractions From Sensory Perspective

The purpose of red tourism is to inherit China’s excellent traditional culture,evoke people’s memories of the revolutionary era,and stimulate and meet the emotional experience needs of the people for nostalgia.In practice,red tourism is not deep enough to explore the connotation of revolutionary culture,lacks the social memory of red culture,fails to fully meet the needs of tourists for nostalgia experience,and tourists’ revisit intentions in Red tourist attraction are not high.Experience is the core of tourism activities.The tourists’ experience activities in the destination first show five senses: visual,auditory,olfactory,taste,and tactile.Senses are the direct stimulus conditions that trigger the emotional experience of tourists,and they are also the direct controllable factors for the marketing activities of destinations or scenic spots,which have direct and significant reference significance for the marketing of destinations or scenic spots.This study selects the Jianchuan Museum in Dayi County,a typical red tourist attraction,as a case study.Based on random questionnaires and interviews,this study uses a combination of qualitative analysis and quantitative analysis to explore the sensory factors that trigger tourists’ nostalgia in red tourist attraction,tourists’ nostalgia level,and the relationship between nostalgia and their revisit intention.Firstly,based on the content analysis of online reviews,two dimensions of nostalgia experience-personal nostalgia and historical nostalgia are extracted;Then,through encoding and high-frequency word analysis,the main sensory impression elements that trigger tourists’ nostalgia were constructed from five dimensions: visual,auditory,olfactory,taste,and tactile;Finally,through questionnaire analysis,the nostalgia level of visitors to the Jianchuan Museum and its impact on revisit intentions were verified.The results indicate that the level of historical nostalgia and personal nostalgia among visitors to the Jianchuan Museum is relatively high.There are significant differences in the level of historical nostalgia among tourists of different ages,with the elderly having a higher level of nostalgia;There are significant differences in individual nostalgia levels between different genders,with males having a higher level of personal nostalgia.The results also showed that the personal nostalgia and historical nostalgia of visitors to the Jianchuan Museum had a significant positive impact on their revisit intentions.According to the conclusion,this study provides new ideas for creating a nostalgic atmosphere in red tourist attraction,and provides reference suggestions for improving tourists’ willingness to revisit red tourist attraction and promoting the sustainable development of red tourist attraction.