Research On The Influence Of Residents' Perceived Benefits On Value Co-creation Behavior In Intangible Cultural Heritage Tourism Destination

As a precious cultural resource,intangible cultural heritage is of great significance to human cultural diversity and sustainable development,and its protection and inheritance have been valued by the state and society.Developing intangible cultural heritage tourism is an important way to develop intangible cultural heritage and burst out new vitality.As the most direct communicator of tourism activities,the residents of the tourism sites’ willingness to a certain extent determine the successful development and continuation of tourism in the intangible cultural heritage tourism sites.From the perspective of residents,it is of great research significance for the intention of residents to explore the factors affecting the healthy and sustainable development of intangible cultural heritage tourism.This study framework the "cognitive-emotion-behavior" structure to construct a conceptual model of tourism benefit perception,quality of life and the impact of emotional unity on value co-creation behavior willingness in the context of intangible cultural heritage tourism destination.This paper analyzes the impact of residents ’tourism benefit perception on the willingness of value co-create,the intermediary effect of residents’ life quality,emotional unity,and the chain intermediary effect of the quality of life between residents’ tourism benefit perception and value co-create behavior willingness through emotional unity.A field research was conducted in Yangjiabu,Weifang City,Shandong Province.A total of 450 effective samples were recovered,and the data were analyzed by the partial least squares method.The study found that:(1)tourism benefit perception has a significant positive impact on residents’ value co-create behavior willingness;(2)quality of life and emotional solidarity play the intermediary role between tourism benefit perception and value co-create behavior intention respectively;(3)quality of life and emotional solidarity have a chain intermediary role between tourism benefit perception and value co-create behavior willingness.The contribution of this study is as follows: First,it confirms that tourism benefit perception is not the most direct cause of resident value co-creation behavior,and the willingness of resident value co-creation behavior judged only by the direct effect of tourism benefit perception will underestimate its effect.Second,the importance of considering quality of life and emotional solidarity in the influence mechanism of value co-creating behavioral willingness is explored.Third,it integrates the intermediary role of quality of life and emotional solidarity,and deepens the relationship between tourism benefit perception and value co-create behavior willingness.It explores the three role ways of benefit perception of quality of life value to create behavior will,benefit perception of emotional solidarity value to create behavior will,and benefit perception of quality of life emotional solidarity value to create behavior will.Finally,based on the analysis of the above results,according to the characteristics of the intangible cultural heritage tourism sites,and from the perspective of practice,relevant suggestions are proposed to enhance the willingness of the residents of the intangible cultural heritage tourism sites to participate in the intangible cultural heritage value co-creation behavior by improving the quality of life of the residents and strengthening the emotional connection between the residents and tourists.