感知体验视角下大学生红色旅游行为研究

近年来红色旅游市场不断趋于“年轻化”,其中大学生是一个具有青春和活力的旅游群体。红色旅游景区应提供多维度价值体验，使大学生积极参与红色旅游。在对文献研读的基础上，构建“感知体验-文化依恋-满意度-忠诚度”概念模型，对219份有效问卷进行数据分析。研究发现，景观感知体验和教育感知体验双维度对游客文化依恋具有正相关性，继而文化依恋间接影响满意度，最终得出满意度对红色旅游忠诚度具有显著正相关作用。最后提出新时代下红色旅游业态发展的对策与建议。

Research on College Students ' Red Tourism Behavior from the Perspective of Perceptual Experience

In recent years, the red tourism market has become '' younger '', and college student is a youthful and dynamic tourism group. Red tourism scenic spots should provide multi-dimensional value experience, so that college students can actively participate in red tourism for many times. On the basis of literature study, the conceptual model of ''perception experience-cultural attachment-satisfaction-loyalty '' is constructed based on the data analysis of 219 valid questionnaires. The results show that the two dimensions of landscape perception experience and education perception experience have a positive correlation with tourists '' cultural attachment, and then cultural attachment indirectly affects satisfaction. Finally, it is concluded that satisfaction has a significant positive correlation with red tourism loyalty. Finally,the countermeasures and suggestions for the development of red tourism in the new era are put forward.