The effect of the red cultural atmosphere on tourists’ subjective well-being: an application of the stimulus-organism-response model

This study examines how the red cultural atmosphere influences tourists’ subjective well-being, particularly through awe, meaning in life, resilience, and materialism. While prior research has focused on political, historical, and economic aspects, psychological effects remain underexplored. To bridge this gap, we use the stimulus-organism-response (SOR) model to develop a mediation model that clarifies the psychological dynamics shaping tourists’ well-being in red tourism. Data were collected from 372 valid questionnaires and analysed using partial least squares structural equation modelling (PLS-SEM) to rigorously test the proposed hypotheses. The results indicate that red cultural atmospheres significantly enhance tourists’ well-being by triggering positive psychological responses. Specifically, the pathways involving awe and its effects on meaning in life, resilience, and materialism play a crucial role in fostering this well-being. These findings provide new insights by revealing the psychological mechanisms behind red tourism’s benefits. Practically, they highlight the need for immersive, culturally rich experiences to enhance tourists’ well-being. Our study bridges this research gap, offering a deeper understanding of red tourism’s role in personal fulfilment and its contribution to the appeal and sustainability of cultural destinations.