资源开发与市场2024，Vol.40Issue(2)：313-320,8.DOI:10.3969/j.issn.1005-8141.2024.02.016
基于扎根理论的景区红色文化传播影响因素探析
Analysis on the influencing factors of red culture communication in scenic spots based on grounded theory
摘要
Abstract
Scenic red culture dissemination has an important role in promoting tourists'red culture cognition and enhancing the ed-ucational function of red tourism,and strengthening the theoretical research on red culture tourism dissemination is a realistic problem that needs to solve.In order to clarify the factors affecting tourists'cognition of red culture in scenic spots and the mechanism of these factors,this paper obtained first-hand information through in-depth interviews,refined the influencing factors of red culture dissemi-nation in scenic spots and constructed a theoretical model by the method of rooted theory.The research indicated that the factors affect-ing the communication of red culture in scenic spots were audience attitude,audience perception,social factors,interpretation form,in-formation flow,and experiential context factors.The mechanism was as follows:Audience attitude and perception influenced the commu-nication of red culture in scenic spots through red tourism intention and behavior.Social factors regulated the intention of red tourism.The form of explanation and experience situation as direct factors influenced the communication of red culture in scenic spots.The flow of information as a regulating variable influenced the direction of the communication of scenic spots and the degree of recognition.A-mong them,tourists'attitudes and demands for red historical pictures,texts and personnel interpretation had different expectations and judgements,reflecting tourists'demands for the forms of interpretation in red scenic spots.关键词
景区/红色文化传播/影响因素/扎根理论Key words
scenic spot/dissemination of red culture/influencing factors/grounded theory分类
管理科学引用本文复制引用
刘德鹏,俞雷..基于扎根理论的景区红色文化传播影响因素探析[J].资源开发与市场,2024,40(2):313-320,8.基金项目
江西省高校人文社会科学研究2021年度项目(编号:JC21250) （编号:JC21250）
国家自然科学基金面上项目(编号:41871126). （编号:41871126）
