A Study on the Impact of Digitally Empowered Red Culture IP on Generation Z's Travel Intention: Taking Shaoxing's Revolutionary Red Culture as an Example

Chenlan Lu; Wenjie Chen; Yan Pan; Yao Qian

doi:10.47297/wspceWSP2516-251909.20261001

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A Study on the Impact of Digitally Empowered Red Culture IP on Generation Z's Travel Intention: Taking Shaoxing's Revolutionary Red Culture as an Example

Volume 10, Issue 1

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A Study on the Impact of Digitally Empowered Red Culture IP on Generation Z's Travel Intention: Taking Shaoxing's Revolutionary Red Culture as an Example
A Study on the Impact of Digitally Empowered Red Culture IP on Generation Z's Travel Intention: Taking Shaoxing's Revolutionary Red Culture as an Example
School of Hospitality Management, Zhejiang Yuexiu University, Shaoxing, Zhejiang, 312000, China
Vol. 10, Issue 1, Pages: 47-51(2026)
Published：28 February 2026
DOI：10.47297/wspceWSP2516-251909.20261001
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Lu Chenlan,Chen Wenjie,Pan Yan,et al.A Study on the Impact of Digitally Empowered Red Culture IP on Generation Z's Travel Intention: Taking Shaoxing's Revolutionary Red Culture as an Example[J].Creative Economy,2026,10(01):47-51.
DOI：

Lu Chenlan,Chen Wenjie,Pan Yan,et al.A Study on the Impact of Digitally Empowered Red Culture IP on Generation Z's Travel Intention: Taking Shaoxing's Revolutionary Red Culture as an Example[J].Creative Economy,2026,10(01):47-51. DOI： 10.47297/wspceWSP2516-251909.20261001.

摘要

Abstract

Against the backdrop of the development of the digital cultural tourism industry and the need to inherit red culture

Generation Z has become the core consumer group in the red tourism market

yet traditional experiential forms struggle to meet their personalized needs. This paper takes Shaoxing's revolutionary red culture as the research object

focusing on the innovation and dissemination of digitally empowered red culture IP. The study explicitly adopts methods such as case study

questionnaire survey

and empirical analysis to dissect the core logic and practical pathways of its digital transformation. It identifies "digital experience" and "value identification" as key driving factors influencing Generation Z's travel intention

thereby providing theoretical references and practical insights for the digital development of similar red culture IPs.

关键词

Keywords

references

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