The Influence of Ritual Sense in Red Tourism on Tourists’ Civic Behavior: The Mediating Role of Awe Emotion

Zhenyu Zuo

doi:10.54097/np6kfx09

Authors

Zhenyu Zuo

DOI:

https://doi.org/10.54097/np6kfx09

Keywords:

Red Tourism, Ritual Sense, Awe Emotion, Tourists’ Civic Behavior

Abstract

Strengthening the educational effectiveness of red tourism destinations, promoting the inheritance and dissemination of red culture, and stimulating tourists’ civic behavior are critical issues in red tourism practice. Based on social exchange theory and awe prototype theory, this study introduces awe emotion as a mediating variable to analyze the influence mechanism of ritual sense in red tourism on tourists’ civic behavior. Using Jinzhai Red Army Square and the Memorial Hall of the Crossing the Yangtze River Campaign in Anhui Province as research sites, questionnaires were distributed and collected through online and offline methods, and data were analyzed using SPSS. The results indicate that red tourism ritual sense significantly promotes awe emotion and tourists’ civic behavior. Awe emotion has a significant positive impact on tourists’ civic behavior and partially mediates the relationship between ritual sense and civic behavior. Accordingly, this study proposes that destinations should design ritualistic scenarios (e.g., flag-awarding ceremonies, historical reenactments) to enhance tourists’ ritual sense, awaken awe emotion through immersive historical environments, and optimize service quality to stimulate civic behaviors such as cultural advocacy and environmental protection. These strategies can effectively promote the inheritance and sustainable development of red culture.

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