| The Central Economic Work Conference proposed to give priority to restoring and expanding consumption,enhancing consumption capacity,improving consumption conditions and innovating consumption scenarios.One of the government’s priorities was to create a cultural and tourism consumption scene and stimulate the night-time economy."The night-time economy is a new driving force for economic growth and urban prosperity,as well as a weather vane for the city’s vitality factor.In recent years,as the living standards of the general public continue to improve,night-time cultural and tourism consumption has become an important area for expanding public consumption,and a new space to be explored.Night-time cultural tourism is an important part of modern urban tourism and all-weather tourism,and is a new form of tourism that gradually develops through the deep integration of tourism and culture and the further extension of tourism activities over time.Driven by popular demand and guided by national policies,a large number of night-time cultural tourism consumer spaces with scene-based and immersive experiences have sprung up.However,against the backdrop of the reality of obvious homogenisation and fierce competition in tourism destinations,the scene-setting of night-time cultural tourism destinations often focuses on superficial efforts,neglecting the tourists’ sense of experience,making it difficult to achieve a healthy and sustainable development.Therefore,based on the current reality of night-time cultural tourism scene-setting,this study attempts to explore effective strategies for scene-setting in night-time cultural tourism consumption destinations through an empirical approach,and to make feasible suggestions for the construction and management of night-time cultural tourism consumption clusters in China.At present,the concept of "scenario" is active as a hotspot of academic research and policy concept in various disciplines,from service scenario to tourism scenario to consumption scenario,the connotation of "scenario" is constantly enriched and improved.The concept of "night-time cultural tourism consumption scenario" is an extension of the concepts of service scenario,tourism scenario and consumption scenario,incorporating the common features of previous scenarios as well as its own characteristics.This study will clarify the concept of the ’night-time cultural tourism consumption scene’ through a review of the relevant literature,and use this to develop subsequent research.Perceived value is an important antecedent factor influencing the behavioural intentions of tourists,and the willingness and behaviour of tourists to co-create value is an important driver for the sustainable development of tourism destinations.However,there is a paucity of academic research on the night-time cultural tourism consumption scene,especially empirical research,and few scholars have focused on the influence mechanisms between the night-time cultural tourism consumption scene and other variables.Therefore,this study compares the core concepts of night-time cultural tourism,scenes,perceived value and willingness to co-create value,and constructs a research model of night-time cultural tourism consumption scenes and tourists’ willingness to co-create value based on environmental psychology,social exchange theory and hierarchical effect model.On the basis of previous research,the night cultural tourism consumption scenes are divided into physical and social scenes,and the perceived value of tourists is divided into cultural perceived value,functional perceived value,social perceived value and emotional perceived value.Through the "stimulus-organism-response"(SOR)analysis path in marketing theory,a theoretical discussion is conducted on the influencing mechanisms that trigger tourists’ willingness to co-create value.In summary,the core question of this study is whether the night-time cultural and tourism consumption scene can enhance tourists’ willingness to co-create value,and what role tourists’ perceived value plays in this,and to make feasible suggestions in relation to the results of the empirical analysis.In the empirical part of the study,data were collected using a web-based questionnaire and the sample data were processed using SPSS26.0 and AMOS26.0,and this was used to conduct descriptive statistical analysis,reliability tests,validity tests,validation factor tests and structural equation model tests,and the following conclusions were drawn:(1)Both the physical and social dimensions of the night-time cultural tourism consumption scenario positively influence visitors’ willingness to co-create value,with the social dimension having a more significant positive impact than the physical dimension;(2)The physical and social dimensions of the night-time cultural tourism consumption scene have a positive impact on visitors’ cultural,functional,social and emotional perceived values,and the social dimension has a more significant positive impact on visitors’ perceived values than the physical dimension;(3)The cultural perceived value,functional perceived value and social perceived value positively influence visitors’ willingness to co-create value,but visitors’ emotional perceived value does not positively influence visitors’ willingness to co-create value,with cultural perceived value having a more significant positive influence on visitors’ willingness to co-create value than functional perceived value,social perceived value and emotional perceived value;(4)Cultural perceived value,social perceived value and emotional perceived value of visitors mediate between the physical scene of night-time cultural tourism,the social scene and visitors’ willingness to co-create value,but the mediating role of functional perceived value is not significant.Based on the results of the hypothesis test,this study gives the following suggestions for the construction of scenarios for night-time cultural tourism destinations:(1)pay attention to the "human" factor in the process of night-time cultural tourism,create a harmonious social scene,and enhance the value perception of tourists.This includes strengthening the training and skills of service personnel,encouraging and guiding local residents to treat foreign tourists in a friendly manner,and promoting mutual help,care and trust between tourists and visitors to build a platform for in-depth interaction.(2)Pay attention to the shaping of physical scenes.Specifically,this includes the reasonable layout of the night-time cultural tourism consumption space to enhance the functional perceptual value of eating,drinking and playing for visitors;improving the emotional perceptual value of visitors in terms of sight,smell,hearing and touch,such as the design of light and darkness,unconventional display of facilities,soothing and gentle background music,etc.;and creating tangible punch card-style cultural IP to enhance the cultural perceptual value of visitors.(3)Destinations should meet the cultural,emotional and self-expression needs of tourists through their specific tangible and intangible elements,thus enabling them to participate in the co-creation of the destination’s values and insisting on a progressive approach to influence them at a deep emotional level. |
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