红色文化如何为旅游景区赋能？——文化自豪的中介作用

许春晓; 汤莉莎; 袁喻彬

doi:10.13959/j.issn.1003-2398.2025.04.018

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人文地理 ›› 2025, Vol. 40 ›› Issue (4) : 181-192. DOI: 10.13959/j.issn.1003-2398.2025.04.018

旅游

红色文化如何为旅游景区赋能？——文化自豪的中介作用

许春晓, 汤莉莎, 袁喻彬

作者信息 +

HOW CAN RED CULTURE EMPOWER TOURIST ATTRACTIONS: THE MEDIATING ROLE OF CULTURAL PRIDE

XU Chun-xiao, TANG Li-sha, YUAN Yu-bin

Author information +

文章历史 +

摘要

红色文化赋能旅游景区发展的机制，是理论意义明显、实践价值突出的课题。本文基于SOR理论，以实验研究方法探究了旅游景区红色文化对文化自豪的唤醒及其为旅游景区品牌地位赋能的机制。结果表明：旅游景区的红色文化载荷正向影响其品牌地位；文化自豪在旅游景区红色文化载荷对品牌地位的影响中起中介作用；同时，自我目的地联结较高时，旅游景区高红色文化载荷能使旅游者产生更强烈的文化自豪；旅游者文化参与程度越高则旅游景区高红色文化载荷对文化自豪影响越大。本研究对红色文化赋能旅游景区品牌地位的作用机制进行了全新而深入的探讨，对旅游景区品牌的研究内容做了有益的补充，为旅游景区深入挖掘红色文化内涵提升品牌地位提供理论依据与实践启示。

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.

导出引用

许春晓, 汤莉莎, 袁喻彬. 红色文化如何为旅游景区赋能？——文化自豪的中介作用[J]. 人文地理. 2025, 40(4): 181-192 https://doi.org/10.13959/j.issn.1003-2398.2025.04.018

XU Chun-xiao, TANG Li-sha, YUAN Yu-bin. HOW CAN RED CULTURE EMPOWER TOURIST ATTRACTIONS: THE MEDIATING ROLE OF CULTURAL PRIDE[J]. HUMAN GEOGRAPHY. 2025, 40(4): 181-192 https://doi.org/10.13959/j.issn.1003-2398.2025.04.018

中图分类号： F592

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