Influence Relationship between Experience Factors, Experience Satisfaction, Attachment, and Behavioral Intentions of Red Tourism in China: Focusing on Experience Economy Theory

This study aims to identify the influence relationship between experience satisfaction, attachment, and behavioral intentions of tourists who engaged in red tourism in China, focusing on the experience economy theory (4Es). A web survey questionnaire was distributed to Chinese tourists who have visited red tourism destinations in the past three years. This study adopted a quantitative research methodology utilizing the statistical program SPSS 26.0 to analyze the collected data. The results show that red tourism-related educational experience, esthetic experience, entertainment experience and escapist experience all had positive (+) impacts on experience satisfaction and affinity. Additionally, experience satisfaction was found to have a positive (+) influence on attachment. The findings also stated that experience satisfaction and attachment positively (+) affect tourists’ behavior intentions. This study offers potential strategies for the sustainable development of China