后疫情时代红色旅游动机维度分异与体验效应研究——以侵华日军南京大屠杀遇难同胞纪念馆为例

Research on Dimensional Differentiation and Experience Effect of Red Tourism Motivation in the Post-epidemic Era:A Case Study of the Memorial Hall of the Victims in Nanjing Massacre by Japanese Invaders

以侵华日军南京大屠杀遇难同胞纪念馆为例,构建后疫情时代红色旅游动机、体验和情绪反应测量量表,分析探讨疫后游客前往红色旅游地的原因,通过结构方程模型研究红色旅游动机维度分异与体验维度之间的因果关联,以及情感反应对旅游体验的作用。结果表明:(1)动机维度均值从低到高依次为偶发性动机、疫后社会因素动机、疫后社交动机、疫后游憩动机、求知自发性动机和情感自发性动机,情感自发性动机和求知自发性动机是游客游览红色旅游地的主要动机,表明疫后游客的民族认同感攀升,对红色革命历史的求知欲较强,疫后游憩和社交欲望也较强烈;(2)游客内部动机情感自发性和求知自发性动机正向显著影响认知体验、情感体验和意志体验,游客出游自主性体验感较强;(3)游客红色旅游的积极情绪和积极的负向情绪对认知体验、情感体验和意志体验都呈显著正向影响,前往红色旅游地能激起游客对现实的思考,体验感较强。

Taking the Memorial Hall of the Victims in Nanjing Massacre by the Japanese Invaders for example,after building epidemic red tourism motivation,experience and emotional response measurement scale,visitors to the cause of the red tourism destination after analyze epidemic,red tourism motivation dimensions differentiation through structural equation model research and the causal relationship between experience dimensions,and the effect of emotional reaction on tourism experience.The results showed that:(1)The mean value of motive dimensions from low to high followed by accidental motivation,post-epidemic social motivation,post-epidemic social intercourse motivation,post-epidemic leisure motivation,learning spontaneity motivation and emotional spontaneous motivation,emotional spontaneous motivation and learning spontaneity motivation are the main motivations of tourists visit red tourism destination,suggests that plague surge in national identity of tourists,strong thirst for knowledge of red revolutionary history,recreational and social desire is also strong.(2)Tourists’internal motivation“emotional spontaneity motivation”and“knowledge seeking spontaneity motivation”positively and significantly affect cognitive experience,emotional experience and will experience.Tourists have a strong sense of independent travel experience.(3)The positive emotions and negative emotions of tourists in red tourism have a positive and significant impact on cognitive experience,emotional experience and volitional experience.Visiting red tourism destinations can arouse tourists’thinking about reality and give them a strong sense of experience.