Reliability and validity of the variables.

This paper constructs a theoretical analysis model based on the theories of planned behaviour, consumer emotion and identity by surveying tourists in Zunyi city, China and employing structural equation modelling to explore the influence mechanisms of tourist motivation, satisfaction and place identity on the loyalty of ‘red tourism’. The research results demonstrated a relationship between tourist motivation, satisfaction, place identity and tourist loyalty and thus confirmed the theoretical model. Tourist satisfaction and place identity are important means by which tourist motivation affects the loyalty of red tourism. However, tourist motivation cannot directly affect red tourism loyalty, though it can indirectly affect it via satisfaction and place identity. Tourist motivation not only directly influences the satisfaction of red tourism but also indirectly influences it through place identity. Furthermore, tourist motivation affects place identity. The mere recognition of place identity does not automatically attract tourists’ loyalty but can, through their experiencing satisfaction, indirectly inspire it. Nevertheless, place identity can only directly affect tourist satisfaction, and tourist satisfaction can only directly affect red tourism loyalty.

本研究以中国遵义市游客为调研样本开展问卷调查，基于计划行为理论（Theory of Planned Behaviour）、消费者情感理论（Consumer Emotion Theory）与身份认同理论（Identity Theory）构建理论分析模型，并采用结构方程模型（Structural Equation Modelling）探究旅游动机、满意度、地方认同（Place Identity）对红色旅游（Red Tourism）忠诚度的作用机制。研究结果证实了旅游动机、满意度、地方认同与旅游忠诚度之间存在显著关联，进而验证了所构建的理论模型。旅游满意度与地方认同是旅游动机作用于红色旅游忠诚度的重要中介路径。不过，旅游动机无法直接影响红色旅游忠诚度，但可通过旅游满意度与地方认同实现间接影响。旅游动机不仅可直接正向影响红色旅游满意度，还可通过地方认同实现间接作用。此外，旅游动机可对地方认同产生显著正向影响。仅具备地方认同本身并不能自动转化为游客忠诚度，但可通过游客的旅游体验满意度间接激发忠诚度。尽管如此，地方认同仅能直接作用于旅游满意度，而旅游满意度仅能直接影响红色旅游忠诚度。