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This study aims to examine the empirical linkages among emotional experiences, national identity and behavioural intentions for red tourism in China.

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.

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”.

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.

本研究旨在考察中国红色旅游者的情绪体验、国家认同和行为意向之间的影响关系及其作用机制。

采用偏最小二乘法结构方程模型(PLS-SEM), 对来自中国红色旅游圣地——遵义和延安的1095名现场游客的问卷调查数据进行了统计分析。

情绪体验对国家认同会产生显著影响。其中, 积极情感会显著正向影响国家认同。同时, 积极情感也会对行为意向产生显著正向影响。此外, 国家认同对行为意向具有积极影响, 且国家自豪感在“积极情感→行为意图”的影响关系中充当中介作用。最后, 研究还发现旅游经历在“积极情感→国家自豪感”的影响关系中具有显著的调节作用。

本研究通过阐明红色旅游情绪体验的类型、内涵及其影响关系, 为深入理解红色旅游情绪体验提供了一个全新的视角。同时, 文章还进一步厘清了红色旅游情境中国家认同感的形成前因和影响结果的作用机理。研究结论揭示了红色旅游在培育国家认同感方面的重要价值, 并为红色旅游的学术研究和实践发展提供了重要启示。

Esta investigación examinó los vínculos empíricos entre las experiencias emocionales, la identidad nacional y las intenciones de comportamiento para del turismo rojo en China.

Se aplicó el análisis de ecuaciones estructurales basado en mínimos cuadrados parciales (PLS - SEM) a los datos recogidos mediante dos rondas de encuestas realizadasa 1.095 visitantes in situ en Zunyi y Yan'an, dos conocidas ciudades de turismo rojo de China.

Las experiencias emocionales afectan significativamente a la identidad nacional, y las emociones positivas influyen significativamente en la identidad nacional. Las emociones positivas también influyeron significativamente en las intenciones de comportamiento; la identidad nacional influyó positivamente en las intenciones de comportamiento y el orgullo nacional medió la relación “emoción positiva → intenciones de comportamiento”. Además, la experiencia previa desempeñó un papel moderador en la relación “emoción positiva → orgullo nacional”.

Esta investigación aportó nuevos hallazgos sobre las experiencias emocionales del turismo rojo al aclarar sus tipos, connotaciones e influencias. Contribuye a una mejor comprensión de los antecedentes y resultados de la identidad nacional en el turismo rojo. Los resultados de la investigación revelan el importante papel del turismo rojo en el cultivo de la identidad nacional y ofrecen implicaciones para la investigación académica y el desarrollo práctico del turismo rojo.

This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate heritage institutions/corporate brands. Insights are made from and for corporate heritage, heritage tourism and national identity literature.

A conceptual model comprising five hypotheses was developed and this informed a survey-based questionnaire administered to domestic tourists/customers visiting Tong Ren Tang’s flagship shop in Beijing.

The attractiveness to domestic Chinese tourists/customers of the TRT corporate heritage tourism brand was found to be attributable to its multiple role identities: national, corporate, temporal, familial and imperial. As such, this study lends credence to Balmer’s augmented role identity notion. Chinese domestic tourists/customers – as members of an ethnic Chinese community – in visiting TRT not only consume an extant corporate heritage by tangible and intangible means but can also be seen to express, and reaffirm, their sense of Chinese national identity.

For TRT’s managers, there should be an appreciation that the attractiveness of TRT as a corporate heritage tourism brand rests not only on what it sells but also in what it symbolises in national and cultural terms. This finding is applicable to the managers of many other corporate heritage/corporate heritage tourism brands.

Adopting a primordial perspective, the TRT pharmacy was found to be of singular significance to China’s national identity. Traditional Chinese Medicine, Confucian and Daoist religious/philosophical and China’s erstwhile Imperial polity are significant and enduring precepts of Chinese national identity. As such the TRT flagship shop/brand is of singular importance, as China has eviscerated much of its cultural heritage – particularly in relation to its corporate heritage brands.

This is the first empirical study to focus on corporate heritage tourism brands and one of the first studies to examine a Chinese corporate heritage/corporate heritage tourism brand. Also significant in focussing on the TRT corporate heritage brand. Established in 1669, TRT’s history spans five centuries: a corporate provenance which is exceptional within the People’s Republic of China. The study links the corporate brand notion with the nascent corporate heritage brand domain and the established area of heritage tourism.

International tourists traveling the eastern Adriatic are sometimes perplexed when some guides describe a Venetian bell tower, a Byzantine church, or Roman ruins as solely Croatian or Slovenian cultural heritage. If the same guides would then reveal that Marco Polo should be spelled Marko Polo for his Croatian origins, their perplexities would probably grow stronger. Most of the time, the same tourists are unaware that the Austrian Navy kept the codes and the tradition of the Serenissima Republic of Venice. Actually, until the Empire split in 1867, it was named Österreich-Venizianische Marine (Austro-Venetian Navy). Interestingly, according to the legend, the Austrian Admiral von Tegheltoff (German speaking subject of the Empire, born in the Alpine town of Maribor-Marburg, currently in Slovenia) after the famous victory in the battle of Lissa in 1866 hailed “Viva San Marco!” The Austrian victory against the fleet of the Kingdom of Italy was surprising and it has become a legendary one both in a good and bad sense. Accordingly, it has been later romanticized in different ways and strategically imbued with moral values by diverse actors. For instance, the journal of Admiral Wilhelm von Tegheltoff reports the famous sentence: “Iron men with wooden ships defeated wooden men with iron ships.” So, Tegheltoff stressed the virtues of the imperial subjects vis-à-vis the lack of moral strength of the opponents. As a matter of fact, the kingdom of Italy's fleet was stronger in numbers and technologically more advanced, but less organized and riddled with conflicts among the admirals. Quite differently, hundred years later, one of the most prominent journalists and writers from the Italian region of Veneto, Guido Piovene, said that: “the battle of Lissa has been the last great victory of the Venetian fleet.” The reason for such statement is that the mariners boarded in the Austro-Venetian fleet were all from former Venetian lands, such as Veneto, Istria and Dalmatia. Therefore, from this standpoint, the battle of Lissa is a matter of an “Italian” dispute between different maritime traditions, namely the Adriatic one of Venice and the antagonist Genoese or Neapolitan. Conversely, in Croatia and Slovenia, there is usually a different version of the story. The battle of Lissa is seen as a victory of a Croatian-Slavic navy over the Italians. Particularly, the battle of Vis (Lissa) is usually referred to as part of Croatian national history and it is a crucial step to legitimize the Croatian identity on the Adriatic Sea, because many of the sailors were ethnically Croats.

This paper explores two museums in Taiwan, both former sites of incarceration, and asks how they reflect Taiwan’s evolving relationship with the past. Taiwan has successfully emerged from its authoritarian past into a democratic present; yet, it still bears the scars of its traumatic and violent history in the places where trauma and pain was exacted over Taiwanese people by different regimes. Two of these places are former prisons, now museums with common histories of incarceration, but very different approaches to presentation of traumatic pasts. This paper aims to understand the selective presentation of narratives of punishment in prison museums in Taiwan and what they reflect about Taiwan’s national identity.

This research used a qualitative ethnographic methodology, approaching prison museums as research sites with multidimensional textual, spatial and visual data. This study used a narrative ethnology approach to analyse the content, structure and social context surrounding the stories told about punishment at the sites.

While the Jingmei White Terror Memorial Park documents past abuses under the authoritarian Kuomindang Government (1945–1987), the narratives presented at the Chiayi Prison Museum, constructed under Japanese colonial rule (1895–1945), ignore past colonial violence. This study argues that the invisibility of past colonial violence in Chiayi prison museum acts to strengthen Taiwan’s multicultural national identity, while Jingmei WTMP acts to valorise political prisoners as heroic fighters for Taiwan’s democracy and human rights.

This research makes a contribution to the museum studies literature through extending understanding of the relationship between former carceral spaces and national identity projects.

This conceptual paper aims to contribute to the growing literature around the “politics of heritage” by focusing on India which has a multifaceted society with several layers of religious culture and history.

The work is based on an extensive review of the literature and philosophical discussions relating to the politics of heritage tourism and the political dimensions of nationalism and ethnicity from an interdisciplinary perspective.

The main purpose of this conceptual paper is to develop hypotheses. Hence, the study asks: How does postcolonial India reconstruct its past and how are religions represented as part of the national image and for the purpose of tourism promotion? How tourism and religious heritage support a broader secular dreamscape of harmonious cultural nationalism in India? Considering all allegations for supporting the Hindutva movement (who considers Hinduism to be the source of India’s “essential” identity and believes it alone can provide national cohesiveness) by the ruling Bharatiya Janata Party (BJP) government in India, it is worth examining if there are any subtle changes to the tourism agenda created by the new government and the ambivalence surrounding it. Is there any place for the “foreigners” (Muslims and Christians) in Hindutva political ideology? Future scholars can analyze how tourism promotional material represents three major religions in the country by the current Indian Government (i.e. BJP) in its official tourism website: www.incredibleindia.org. This will take “politics of heritage” studies to a different trajectory, as analysis of web media has emerged as a critical medium in understanding numerous social processes.

The paper draws on a wide range of seminal work by scholars of nationalism and ethnicity over the past few decades, but it cannot be comprehensive.

The paper’s originality lies in its novel approach to an understudied aspect in tourism studies (i.e. politics of heritage) and providing suggestions for future research.

This paper aims to intend to contextualize touristification with a focus on Asia. It argues that touristification in Asia extends beyond physical transformation and is used as a socio-political mechanism by the state and communities alike. This study aims to broaden the discussions on touristification by noting how the issue of authenticity and state intervention is approached in Asia.

This paper is based on literature review, sourced from academic material discussing touristification and the influence of tourism.

Aside from undertaking physical changes, states in Asia adopt a socio-political angle in the commercialization of culture for tourism so that the culture that is presented to tourists is aligned to its national image. The construction of culture and narration of history for tourism branding predominate touristification in Asia. Conversely, minority culture had also used cultural touristification in asserting their identity, as can be seen in South Thailand and Bali, Indonesia Also, hybridization and recreation of cultural activities in Asia contribute to the evolving debate on authenticity in tourism within Asia.

The paper suggests the implication of state intervention in branding and commodification of tourism among minority communities in Asia.

The paper contributes to an extended discussion on touristification by contextualizing the issue within Asia.

The purpose of this paper is to propose and introduce a new classification model to segment a nation’s cultural tourists based on their motivations to travel to a military music festival. Little research is apparent about the types of people, and their motivations, who attend these types of festivals. In addition, the research investigates the impact of military music festivals on the concepts of patriotism and national identity.

The research approach involves empirical testing of a Canadian audience attending the Royal Nova Scotia International Tattoo, a longstanding annual musical event held in Nova Scotia, Canada, that pays tribute to the country’s military heritage. A proposed classification model that includes two dimensions is applied, which investigates: motivation to attend the event and kinship to Canada’s military and naval traditions.

Findings provide a better understanding of the diversity of the Canadian cultural tourist audience attending a military music display in terms of tourists’ demographics, experience of the show and the desire to return. This research also provides new insights as to the ability of a military musical event to arouse emotions of national pride, patriotism and strengthen national identity.

This research is important to event sponsors and organizers of military music events as they attempt to maintain productivity and attendance growth in an increasingly competitive entertainment environment.

The purpose of this paper is to explore the Australian tourist experience at Gallipoli in order to better understand how tourists approach and engage with battlefield sites and how the experience may transform them. Specific attention is paid to the role of interpretation in shaping these experiences.

A qualitative research method was employed, involving in‐depth interviews with Australians who had visited Gallipoli in a range of circumstances.

Australians visit Gallipoli for a variety of reasons, including national sentiment and personal connections. They engage with the site in a range of highly personal ways, with guides playing a crucial role in helping them to connect with the site physically, intellectually and emotionally.

The study relied on the participants recalling their experiences from some years past, although other research suggests that this is a minimal problem in the context of such memorable and moving experiences.

The paper provides valuable insights into how tourists experience battlefield sites of great national significance, and consequently how such sites should be managed sensitively and unobtrusively.

This research provides empirical support to conceptual studies on how tourists engage with battlefield tourism sites, and specifically explores the role of interpretation in shaping the overall experience. It further considers the ongoing effects of such experiences.

This study aims to investigate two festivals that are held annually in Hong Kong, to explore the essence of festival meanings – the extent to which the perceived sociocultural benefits of festivals articulate the production of a sense of place (SOP) and its respective locality.

The study utilises a comparative analysis approach to examine visitors’ views of the festivals. It constructs a theoretical framework of the interaction mechanism between tourism and place evolution by relying largely on the notion of place as the centre of meanings. Data sources include interview, questionnaire, observation and a literature review.

The findings suggest festival meanings are crucial elements in fostering SOP and shaping the identification of place uniqueness. Being part of local tradition and tourism resource, festival representations are not only passive reflections of prevailing cultural values drawn from current stereotypes and images, but they also play a prominent role in shaping values, behaviours and identities by contributing to the socialisation process. Cultural regeneration through festivals may ultimately contribute to the ontological construction of a place.

Given the unknown profile of the participants to both festivals, this study employed a convenience sampling method which might have limited the power of generalising the research outcome to other festivals. Besides, this study overlooked the potential differences (or lack of difference) in perceptions of the local residents who visited both festivals for the first time and other residents. Future studies may consider other aspects of festivals and place conceptions widely used in the tourism research field, to validate whether additional insights or hidden festival-to-place relationships can be found in the process of hosting and promoting festivals.

The existing studies of tourism–place relationship, especially those repelling scientific-positivist methodological paradigm, tend to overemphasise the role of tourism in unmaking places. In contrast, the interrogation of island festivals as the centre of meaning offers an alternative perspective to highlight the process that tourism dialectically contributes to place evolution. Tourism unmakes places while possessing a dialectic role of making places.