大学生红色旅游接受度影响机制研究

A Study on the Influence Mechanism of College Students’Acceptance of Revolutionary Tourism

大学阶段是青年构建正确世界观、人生观、价值观的重要时期。而相较于其他旅游形式而言,红色旅游以教育性突出、时代性特殊、主导性强烈的特征,在当代大学生思政教育中发挥不可替代的作用。本文以UTAUT模型为基础,以大学生为研究对象,探究其对红色旅游的接受程度以及影响接受程度的因素。研究结果表明,目前大学生对于红色旅游的接受度普遍较高,但参与程度较低。在六个变量中,绩效期望对大学生红色旅游接受度影响不显著,努力期望对大学生红色旅游接受度产生了负面影响,社会影响、便利条件、感知趣味性对大学生红色旅游接受度产生了显著的正向影响。

The university period is an important period to construct a correct world outlook,outlook on life and values.Compared with other forms of tourism,revolutionary tourism plays an indispensable role in the ideological and political education of contemporary college students due to its prominent educational characteristics,special characteristics of the times and strong dominance.Based on the UTAUT model,this paper takes college students as research objects to explore their acceptance of revolutionary tourism and the factors that affect their acceptance.The results embody that the acceptance of revolutionary tourism among college students is generally high,but the degree of participation is low.Among the six variables,performance expectation has no significant influence on the receptivity of college students to revolution-ary tourism;effort expectation has a negative influence on the receptivity of college students to revolu-tionary tourism;social influence,convenience and perceived interest have a significant positive influence on the receptivity of college students to revolutionary tourism.