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Research on the Influencing Mechanism of Participation Intention in Immersive Red Tourism: A Case Study of the Guangdong–Hong Kong–Macao Greater Bay Area

Year: 2026
Type: book-chapter
Study design: Observational Study
Abstract: Red tourism has become a key driver of cultural inheritance and the integration of culture and tourism. As an innovative form of red tourism, immersive red tourism serves as an effective means of deepening the public’s understanding of and emotional connection to revolutionary culture. Based on a survey of 1,064 tourists in the Guangdong–Hong Kong–Macao Greater Bay Area (GBA), this study investigates tourists’ participation intention in immersive red tourism. The findings reveal that the red tourism market in the GBA is characterized predominantly by low expenditure, with a smaller but notable high-end segment. In addition, problems related to insufficient resource integration and lagging technological application remain prominent. Social influence and Participation Motivation significantly and positively affect tourists’ participation intention, whereas technology acceptance shows a negative effect, largely due to poor user experience and a misalignment between technological offerings and tourists’ actual needs. Based on these findings, this study proposes strengthening regional collaboration and joint development to enhance the overall influence of immersive red tourism, while optimising the application of immersive technologies to promote high-quality development and practical innovation. The study highlights an interdisciplinary analytical perspective and a focus on regional characteristics, expands the understanding of tourists’ participation in red tourism, and provides practical insights for the integrated development of culture and tourism in the GBA.
DOI: 10.3233/faia261081
Language: English
Open Access status: hybrid
OpenAlex ID: W7224088603
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