An Study On The Impact Of Red Tourism Experience On Tourists’ Well-being

Red tourism is an important form of cultural tourism that is gradually being highly valued by the Party and the State.By visiting revolutionary historical sites and visiting red cultural exhibitions,people can gain a deeper understanding of the history and philosophy of the Communist Party of China and develop a deeper sense of identity with socialism with Chinese characteristics.Tourism is an important way for tourists to achieve happiness,and red tourism is not only a special form of tourism to spread the excellent Chinese traditional culture and inspire patriotism and revolutionary spirit,but also an effective way to enhance the happiness of tourists.In red tourism,tourists are able to understand more about the difficulties of their revolutionary predecessors through learning about the difficult history of the past,so that they can cherish the happy life in front of them,and this process is the process of generating a sense of well-being among tourists.How to highlight the social function of red tourism,comprehensively understand the factors influencing the happiness of tourists in red tourism,and enhance the happiness function of red tourism is a major practical problem that needs to be solved in the current practice of red tourism development in China.Therefore,to clarify the path of happiness formation in red tourism activities,to explore the relationship between tourism experience and tourists’ happiness,and to study how to improve the quality of tourism experience and enhance tourism happiness,so as to enhance people’s happiness in life,is the proper meaning of red tourism development.The article takes the red tourism sites in northern Gui as case sites,takes the tourists participating in red tourism as the main research objects,takes SOR theory as the theoretical basis,constructs a conceptual model of red tourism experience on tourists’ happiness,distributes 1200 questionnaires in the field,and then uses structural equation modeling for data analysis and testing to explore in depth the influence mechanism of red tourism experience on tourists’ happiness.The main findings of the study are:(1)red tourism experience has a significant positive impact on tourists’ emotions(positive emotions and positive negative emotions);(2)tourists’ positive emotions have a significant positive impact on tourists’ national identity and happiness;(3)red tourism experience affects tourists’ happiness through tourists’ emotions and national identity,i.e.tourists’ emotions and national identity can mediate the red tourism experience influence on tourists’ well-being.According to the findings of the study,strategies to enhance tourists’ happiness in red tourism are proposed from three perspectives: red tourism destinations should focus on the protection and development of red resources and the development of tourism products and projects;destination managers should create a good red cultural atmosphere,use digital technology and other techniques to stimulate tourists’ positive emotions and promote immersive experiences for tourists;destination organisations should design red-themed activities to encourage group participation and strengthen tourists’ sense of national identity to further enhance the happiness of tourists in red tourism.