Abstract: Since 2004,red tourism has received extensive attentions because of its political,social and economic benefits.As a kind of spiritual tourism,the realization of multi-benefits of red tourism needs to be supported by the emotional experiences of tourists.However,the current researches of red tourism are mostly from the perspectives of governments and destinations,and few from tourist experience.As an extension of the servicescape,the experiencescape that builds a bridge between the supply side and the demand side puts more emphasis on interaction,co-creation,theme,embodiment and other elements in the experience environment.Through grounded analysis and data analysis,this paper formed the concept and measurement scale of red tourism experiencescape that is composed of thematic atmosphere elements including architectural appearance,interior space and thematic display and social participation elements that include three dimensions namely story narration,interpersonal interaction and activity participation.Both the former that reflects the red culture themes and create immersive experience spaces,and the later that enhances tourists’ physical and emotional participation are of important theoretical and practical significances of not only perfecting the conceptual system and expanding the application scopes of experiencescape,but also optimizing the experience designs of red tourism destinations and improve the outcomes of red tourism experiences.

Key words: red tourism, experiencescape, scale development, mix methodology