Tourists’ consumption and perceptions of red heritage

Shengnan (Nancy) Zhao, Dallen Timothy

Research output: Contribution to journalArticlepeer-review

34 Scopus citations


Although tourism suppliers project the positive changes visits wrought upon tourists, the latter do not mindlessly consume the information they receive. A research gap exists in understanding how tourists consume political heritage and read the embedded nationalistic discourses from an emic perspective. This paper adopts the framework of social situation analysis to explore how tourists consume and perceive Chinese communist heritage and how those visits can impact their attitudes towards and support for the CCP. The results suggest that tourists were driven by a variety of motives, participated in various activities, and had split opinions about the effectiveness of “red tourism” in enhancing their nationalism. Comparisons of people's motivations and perceptions between activity-based clusters were conducted. Managerial implications are discussed.

Original languageEnglish (US)
Pages (from-to)97-111
Number of pages15
JournalAnnals of Tourism Research
StatePublished - Mar 1 2017


  • China
  • Red tourism
  • Social situation analysis
  • Tourism's impacts on tourists

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management


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