ABSTRACT
This study employs modified data envelopment analysis (DEA) models and spatial autocorrelation methods to analyze the characteristics of red tourism transformation efficiency and categorize them into efficiency zones. By utilizing geographic detector models, the interactive driving mechanisms behind spatial differentiation are revealed, providing valuable insights for the high-quality transformation and development of China's red tourism economy. The application of modified DEA models facilitates the evaluation of red tourism resource transformation efficiency by decomposing comprehensive efficiency into single-factor efficiency for individual input and output variables. The results indicate that: (1) Expansion of tourism factors is crucial for achieving red tourism resource transformation in China, with low efficiency in resource endowment investment acting as the primary constraint. (2) Local spatial correlation between production efficiency and resource transformation efficiency demonstrates a decreasing trend from east to west, leading to the classification of China's red tourism resources into five types of efficiency zones. (3) Endogenous ability factors predominantly affect red tourism resource transformation efficiency, with interaction between internal and external factors driving spatial differentiation.
ABSTRACT
This study explores the development of tourists' confidence in Chinese culture through red tourism. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the survey data collected from red tourists in Wuxiang county, Changzhi, Shanxi province, China to examine the influence of a destination's red cultural atmospherics on tourists' confidence in Chinese culture. The results indicated that Wuxiang's red cultural atmospherics composed of physical atmospherics, spiritual atmospherics and institutional atmospherics significantly influences tourists' confidence in Chinese culture. Tourists' perception of red education and their red cultural identity mediate the impact of the destination's red cultural atmospherics on tourists' confidence in Chinese culture. These findings contribute to the red tourism literature by providing empirical support for building tourists' confidence in Chinese culture through red tourism. The empirical results also offer managerial implications for red tourism destinations' planning and management.
ABSTRACT
Red tourism, as a form of special interest tourism (SIT), becomes widespread among Chinese tourists. This study aims to explore memorable tourism experiences (MTEs) in red tourism destinations and examines how country competence affects intention to visit similar destinations through the influences on MTEs, destination image, red tourism place attachment, and overall satisfaction. The partial least squares structural equation modeling (PLS-SEM) analysis is utilized to analyze the data from 556 tourists. Empirical results reveal that country competence positively influences MTEs and destination image. Furthermore, both MTEs and destination image influence overall satisfaction and red tourism place attachment, but do not influence intention to visit other similar destinations; the relationships between overall satisfaction, intention to visit other similar destinations, and place attachment are all confirmed as well. This study represents one of the few studies that classify red tourism as a form of historical-based SIT, with the purpose of promoting country competence. The outcomes provide a better understanding of both scholars and practitioners of historical-based SIT planning and businesses on how to promote destination image and country competence.