Abstract：The mechanism of red culture empowering the development of tourist attractions is a subject of obvious theoretical significance and outstanding practical value.The role of red culture in the brand of tourist attractions has received more attention from academics, but the impact of the red cultural load on the brand status of tourist attractions has not yet been studied, in which the role of cultural empowerment mechanisms and paths are not yet clear.Therefore, based on SOR theory,constructed a new framework containing the interpretation of the hierarchical relationship between red cultural load, cultural pride, and brand status of tourist attractions, this paper explores the awakening of red culture to cultural pride and the mechanism of enabling the brand status of tourist attractions. Through three experiments, this paper finds that: 1)Compared with the low red cultural load of tourist attractions, the high red cultural load of tourist attractions has a more obvious effect on the awakening of cultural pride, and is more capable of enhancing tourists' evaluation of the brand status of tourist attractions.2)Cultural pride plays a mediating role in the relationship between the red cultural load and the brand status of tourist attractions.3)Self-destination connection plays a regulating role in the red cultural payload and cultural pride of tourist attractions. When the self destination connection is high, the cultural pride aroused by the high red cultural load is significantly higher than the low red cultural load; when the self destination connection is low, the difference of the red cultural load in the tourist attractions cannot cause a significant difference in cultural pride. 4)Cultural participation plays a regulatory role in the relationship between the red cultural payload and cultural pride in tourist attractions.
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XU Chun-xiao, TANG Li-sha, YUAN Yu-bin. HOW CAN RED CULTURE EMPOWER TOURIST ATTRACTIONS: THE MEDIATING ROLE OF CULTURAL PRIDE. HUMAN GEOGRAPHY, 2025, 40(4): 181-192.
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