红色旅游对Z世代文化自信的影响机制研究

Study on the Mechanism of the Impact of Red Tourism on the Cultural Confidence of Generation Z

Z世代成为红色旅游消费的主力军,彰显了年轻人对红色文化的热爱。基于积极情绪拓展—建构理论,以红色情感为中介变量,采用偏最小二乘法结构方程模型分析红色旅游体验对Z世代文化自信的影响机制。研究结果显示:构建的红色旅游文化自信影响模型具有较强的解释力,各研究假设均成立。红色旅游体验通过红色情感对Z世代文化自信产生积极影响,其中,革命文化感知对文化自信的影响最显著。由此提出,以科技赋能、文创助力为双翼,加强情感体验,让红色资源“活起来”、红色文化“潮起来”,推动红色旅游高质量发展,增强Z世代文化自信。

Generation Z has become the main force of red tourism consumption,showing young people’s love of red culture.Based on the constructive theory of positive emotion expansion,the least squares structural equation model was used to analyze the influence of red tourism experience on the cultural confidence of Generation Z.The results show that the red tourism culture confidence model has strong explanatory power,and all the hypotheses are valid.The experience of red tourism has a positive effect on the cultural confidence of Generation Z through Red Emotion,among which the perception of revolutionary culture has the most significant effect on cultural confidence.Therefore,it is proposed to use technology empowerment and cultural and creative assistance as the dual wings,strengthen emotional experience,make red resources“live”and red culture“trendy”,promote the high-quality development of red tourism,and enhance the cultural confidence of Generation Z.