Mechanization Of Tourist Engage In Co-creation Of Experience Value

In the current era of mobile internet,tourists may gain the useful information very conveniently,which promotes the release of tourists'autonomy and initiative.No longer contenting to receive the standardized product provided by tourism enterprise passively,tourists want to be the leader of tourism activities and the creator of experience value by engaging in the co-creation of experience value,as well as strengthening the control of product design and service delivery process.The changes of tourists 'demand and consumption idea have revolutionized the way of tourist experience value creation.The new situation demands tourism enterprises and other co-creators of tourist experience value to re-examine their own role and devote themself to providing conditions for tourists to engage in co-creation of experience value.However,the phenomenon of tourist engage in co-creation of experience value has only emerged in recent years,whereupon theoretical research regard to this new phenomenon is relatively backward and ineffective to guide practice.Therefore,exploring tourist engagement behaviors in co-creation of experience value,its driving factors and results,and then summarizing the mechanism,has important theoretical and practical significance.This paper focused on tourist,which is the key role of tourist experience value co-creator,and explored the dimension of tourist engagement behaviors in co-creation of experience value from the perspective of social network.Then,based on the main line of "driving factor-behavior-result",this paper constructed a theoretical model of tourist engage in co-creation of experience value,and analyzed the relationship between driving factors,behavior,and results of tourist engagement behaviors,as well as the moderating effects of self-efficacy and social network support.Specifically,this paper paid close attention to the following four problems:(1)what is the dimension structure of tourist engagement behaviors in co-creation of experience value?(2)What are the main driving factors of tourist engagement behaviors?(3)How do tourist engagement behaviors affect tourist experience value,and how do these behaviors further affect tourist satisfaction?(4)Whether self-efficacy has a moderating effect on the relationship between the driving factors and tourist engagement behaviors in co-creation of experience value,and whether social network support has a moderating effect on the relationship between tourist engagement behaviors in co-creation of experience value and tourist experience value?In order to answer the above questions,this paper mainly conducted its research from the following four aspects.Firstly,this paper defined the concept of tourist experience value co-creation,and analyzed tourist engagement behaviors in various stages of tourist activity.With the analysis of existing literature and the semi-structured interview with tourists,this paper preliminarily developed a measurement scale for assessing tourist engagement behaviors in co-creation of experience value.Based on the sample data obtained from the questionnaire survey,the dimensions of tourist engagement behaviors are extracted by exploratory factor analysis.The results show that the tourist engagement behaviors in co-creation of experience value include two dimensions,tourist participation behavior and tourist citizenship behavior,respectively.The former mainly includes the information gathering,participation and interaction behaviors before and during travel,the latter mainly includes the tourist experience sharing and recommended actions during and after travel.The results of reliability and validity analysis show that the factor structure and measurement items of tourist engagement behaviors in co-creation of experience value are acceptable.Secondly,this paper constructed a theoretical model of tourist engage in co-creation of experience value based on the perspective of social network before an empirical test is implemented.The results show that:(1)the driving factors of tourist engagement behaviors in co-creation of experience value mainly include perceived risk,uniqueness demand,individual integration demand and social integration demand.However,the driving factors of tourist participation behavior and tourist citizenship behavior are different,the former is mainly affected by perceived risk,uniqueness demand and personal integration demand,the latter is mainly due to uniqueness demand,personal integration needs and social integration needs.(2)Tourist participation behavior has a significant positive effect on functional experience value and social experience value,and tourist citizenship behavior has a significant positive influence on emotional experience value and social experience value.In addition,functional experience value,emotional experience value and social experience value have significant positive influence on tourist satisfaction.In contrast,functional experience value has the greatest effect,and the emotional experience value is the second,and social experience value is the least.Thirdly,this paper compared the unmediated model,complete mediating model and partial intermediary model of tourist engage in co-creation of experience value,and found that complete mediation model is the optimal model.Further study found that functional experience value plays an intermediary role between tourist participation behavior and tourist satisfaction,and similarly,emotional experience value plays an intermediary role between tourist citizen behavior and tourist satisfaction.However,social experience value plays an intermediary role between tourist participation behavior and tourist satisfaction,as well as between tourist citizen behavior and tourist satisfaction.In other words,the influence of tourist participation behavior on tourist satisfaction is realized mainly through the joint action of functional experience value and social experience value,and the influence of tourist citizen behavior on tourist satisfaction is realized mainly through the combination of emotional experience value and social experience value.Finally,this paper investigated the moderating effect of two individual characteristics of tourist(self-efficacy and social network support).According to the observation variables of self-efficacy,the samples are divided into two groups,namely,high self-efficacy group and low self-efficacy group.By comparing the path coefficients between the two groups of samples,self-efficacy is found to play a positive moderating role in the relationship between perceived risk and tourist participation behavior,as same as in the relationship between unique demand and tourist participation behavior.Then,this paper also tested the moderating effect of social network support in the relationship between tourist engagement behaviors and travel experience value by using the same method.The results show that social network support plays a positive moderating role not only in the relationship between tourist participation behavior and functional experience value,but also in the relationship between tourist citizen behavior and social experience value.Compared with the previous research results,the innovation of this paper is mainly manifested as follows:(1)Tourist engagement behaviors in co-creation of experience value are inevitably influenced by the social network that tourist embedded.However,the existing researches have not paid enough attention to this,and most of them explore the tourist engagement behaviors in co-creation of experience value under the hypothesis of isolation.This paper argues that tourists are the core of the co-creation of experience value,and the co-creation of experience value is created by multiple subjects before,during and after tour.Furthermore,there are three types of participants in the co-creation of tourism experience value,namely tourists,original support force and derivative support force.This conclusion enriches the relevant theoretical results and provides beneficial enlightenment for the studies on the theme of tourism experience value.(2)In the past literature,the view of the behavioral dimension of customer value co-creation is not unified,and the opinions of two-dimensional,two-dimensional and multidimensional have been supported by many researchers.In addition to this,many scholars used one-dimensional scales to measure the tourist engagement behaviors in co-creation of experience value.In fact,the tourist engagement behaviors in co-creation of experience value have obvious diversity and dynamic characteristics,which determines their multi-dimensional structure.Based on the existing research and tourist interview,this paper designs the measurement scale of tourist engagement behaviors in co-creation of experience value,and proposes a two-dimensional structure of these tourist engagement behaviors.This statement reflects the realistic characteristics and development trend of tourist behavior in the current era of mobile internet.The measurement scale of tourist engagement behaviors in co-creation of experience value developed in this paper presents good reliability and validity in the empirical research.Therefore,this measurement scale provides a new tool for other relevant studies.(3)Based on self-determination theory,social cognition theory and psychological ownership theory,this paper constructs and verifies the research model of tourist engage in co-creation of experience value with"driving factor-behavior-result" as the main line from the perspective of social network.The conclusion reveals the interaction mechanism between the driving factors and behaviors,behaviors and results of tourist engage in co-creation of experience value.Besides,this paper also discusses the mediating effect of tourist engagement behaviors in co-creation of experience value and tourist satisfaction,which provides a reasonable explanation for theinfluence of tourist engagement behaviors on tourist satisfaction.Furthermore,the moderating effects of self-efficacy in the relationship between the driving factors of tourist engagement behaviors in co-creation of experience value and this behavior is tested,as well as the moderating effects of social network support in the relationship between tourist engagement behaviors and travel experience value.In this process,the social network tourist embedded is found to play an important role in the value co-creation of tourism experience.