Analysis of Tourist Storytelling Behavior and Revisit Intention in Red Tourism by Flow Experience and Patriotism
摘要
Red tourism in China is the visit to sites significant to the Chines revolution history. Red tourism plays the role of patriotism education by influencing tourists’ cognition construction and reconstruction. In this sense, the inheritance of red culture embedded in red tourism destinations depends not only on the promotion of suppliers but also on tourist participation. However, how the tourism experience leads to tourists’ cognitive construction or reconstruction and further affects their inheritance behavior of red culture is an important and unanswered question. Thus, this study attempts to investigate the effects of flow experience and patriotism on tourist storytelling behavior and revisit intention. The PLS-SEM was employed to analyze data collected from 208 tourists. The results indicate that flow experience positively affects patriotism, storytelling behavior, and revisit intention and that patriotism mediates the effects of flow experience on both storytelling behavior and revisit intention. This study contributes to our understanding of tourist patriotism and their inheritance behavior of red culture.