Red tourism in China: emotional experiences, national identity and behavioural intentions

Purpose This study aims to examine the empirical linkages among emotional experiences, national identity and behavioural intentions for red tourism in China. Design/methodology/approach Partial least squares structural equation modelling was applied to data from two rounds of surveys of 1,095 on-site visitors to Zunyi and Yan’an, two well-known red tourism cities in China. Findings Emotional experiences significantly affect national identity, with positive emotions significantly affecting national identity. Positive emotions also significantly influenced behavioural intentions, national identity positively influenced behavioural intentions and national pride mediated the relationship of “positive emotion → behavioural intentions”. In addition, previous experience played a moderating role in the relationship of “positive emotion → national pride”. Originality/value This research produced new insights on red tourism emotional experiences by clarifying its types, connotations and influences. It contributes to a better understanding of national identity antecedents and outcomes in red tourism. Findings revealed the significant role of red tourism in cultivating national identity and provide implications for academic research and practical development of red tourism.