红色文化氛围、游客态度与拥护关系研究

探究红色旅游目的地红色文化氛围营造与游客态度和拥护的关系,对于体现红色旅游价值意义重大.本文依据思辨文化氛围、态度与拥护三者之间的关系构建概念模型,通过问卷工具在韶山抽样调查获得基础数据,采用结构方程模型进行验证分析.结果显示:第一,红色文化氛围对态度和拥护具有显著的正向影响;第二,态度在红色文化氛围与拥护的关系中起中介作用.本文认为,红色旅游目的地应注重文化氛围的营造,通过红色文化的感召力影响游客态度,实现游客拥护.

A Research into the Relationship of Red CulturalAtmosphere,Tourist Attitude and Advocacy

Owing to the rich cultural heritage in red tourism destinations, the relationship between the red cultural atmosphere with tourists' attitude and advocacy presents a vital significance of exploration for fully reflecting the value of red tourism.Based on a comprehensive analysis of previous researches, this paper developed a set of quality measuring scale and constructed a conceptual model.With the questionnaire data collected from Shaoshan,the authors made a technical analysis by using structural equation model.The results show that (1) Red cultural atmosphere has a significant positive effect not only on tourists' attitude, but also on their advocacy;(2) Tourist attitude has an important intermediary role between red cultural atmosphere and their advocacy.This empirical research suggested that red tourism destination should focus on building cultural atmosphere to enhance the management of tourist attitude so as to win their advocacy finally.