红色旅游景区文化氛围与游客忠诚度的关系:情绪体验的调节作用

The Relationship between Cultural Atmosphere and Tourists'loyalty in Red Tourism Spots:the Moderating Role of Emotional Experience

红色旅游是提升爱国主义教育和革命传统教育的重要表现形式,景区文化氛围是加深爱国爱党情感、唤醒爱国情怀的重要表达方式。通过文献梳理,构建红色旅游景区文化氛围、游客忠诚度和情绪体验调节模型,运用SPSS 26.0统计软件进行假设检验和模型分析。研究通过实证分析拉萨红色旅游景区文化氛围,结果表明:(1)红色旅游景区文化氛围各指标的重要程度和实际感知存在较大差异;(2)景区总体文化氛围和物质文化氛围对忠诚度均存在显著正向影响;(3)情绪体验对红色旅游景区游客忠诚度具有主效应;(4)情绪只在红色旅游景区物质文化氛围与游客忠诚度之间存在调节作用。研究为拉萨红色旅游景区发展、文化氛围营造和景区的规划建设及后期发展提供了对策和建议。

Red tourism is an important form of patriotism education and revolutionary tradition education.The cul⁃tural atmosphere of red tourism spots plays an important role in deepening patriotic and Party-loving emotions,and awakening patriotic sentiments.Through literature combing,a regulating model of cultural atmosphere,tour⁃ists'loyalty and emotional experience in red tourism spots is constructed,and SPSS 26.0 statistical software is used for hypothesis testing and model analysis.An empirical analysis is done on the cultural atmosphere of red tourism spots in Lhasa,and the results showed that(1)there are large differences in the importance and actual perceptions of each index of cultural atmosphere of red tourism spots;(2)there are significant positive effects of both overall cultural atmosphere and material cultural atmosphere of spots on loyalty;(3)emotional experience has main effect on tourists'loyalty in red tourism spots;(4)emotion only plays a moderating role between the ma⁃terial and cultural atmosphere of red tourism spots and the loyalty of tourists.The study provides countermea⁃sures and suggestions for the development of red tourism spots in Lhasa,for the creation of cultural atmosphere and the planning and construction of spots and their later development.