The Impact of Emotional Experience on Tourists’ Cultural Identity and Behavior in the Cultural Heritage Tourism Context: An Empirical Study on Dunhuang Mogao Grottoes

The emotions perceived by tourists and their effects in the tourism context are increasingly highlighted studies. In cultural heritage context, tourists’ emotional experience comes from cognitive evaluation of natural environment humanistic triggers deep processing prosocial behavior, further building identity with culture enhancing awareness conservation behavior. Based on theory positive expansion construction, this study constructed research model arousal—positive experience—tourists’ identity—heritage protection Three hundred ninety-seven data were empirically tested using World Heritage Site, Dunhuang Mogao Grottoes, as a case site. found that has effect inducing among tourists; positively influences behavior; they part mediating variables emotion elicitation identity. results will enrich theoretical also help relevant departments enhance behaviors perspective experience. future could focus investigating triggers’ impact behavior relation to particular activity.