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https://doi.org/10.62836/jissh.v3i4.0040
Chen, X. (2026). What Influences College Students’ Choice of Red Tourism? Evidence from China. Journal of Integrated Social Sciences and Humanities, 3(4), 0040. https://doi.org/10.62836/jissh.v3i4.0040
Volume 3, Issue 4, 2026

What Influences College Students’ Choice of Red Tourism? Evidence from China

Red tourism is a new form of tourism promoted by patriotic education in China. College students, as the main target of patriotic education, occupy an important proportion in red tourism. The tourism behavioral intention is influenced by tourism perception, which is no exception among college students in red tourism. However, there is no literature to conduct this study, so this article focuses on college students. Red tourism belongs to policy-driven tourism, which determines that tourism behavior intention is more influenced by government, media, and relatives (variables of the theory of planned behavior theory). Therefore, this study introduces the theory of planned behavior theory as an intermediary variable to discuss the relationship between perceived value and behavioral intention. Besides, the tourism experience varies depending on the group’s cognition and experience. Therefore, this study also introduces tourism experience theory as an intermediary variable. Through the analysis of survey data on red tourism among college students, the results of the structural equation model indicate that facility value, spiritual value, and cost value have a positive impact on behavioral intention, while resource value has no impact. Besides, the theory of planned behavior has a positive mediating effect, while tourism experience only has a partial moderating effect. This study deepens the understanding of red and political tourism, and provides management insights for the marketing of red tourism.

red tourism college students tourist perceived value behavior intention multiple linear regression analysis

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Supporting Agencies

  1. Funding: This research was funded by the General Project in Humanities and Social Science Research of MoE (to Xiao Chen; No. 23YJC760015), and Hunan Provincials Philosophy and Social Science Achievement Evaluation Committee Project (to Xiao Chen; No. XSP25YBZ075).