The Effects Of Host-guest Interaction On Tourist Citizenship Behavior

As the business model gradually changes from the traditional producer-based value creation model to the Customer-Enterprise value creation model,consumers,like production organizations,become indispensable resources for value creation.Existing studies have shown that customer citizenship behavior is one of the important ways for customers to participate in value creation,and many studies have been carried out on the driving factors and effects of customer citizenship behavior.As a part of the service industry,tourist consumption behavior is similar to that of other service industries,but it also shows the unique characteristics of the unusual environment,such as the pursuit of leisure experience,irrational consumption and so on.Therefore,some scholars put forward the concept of tourist citizenship behavior on the basis of customer citizenship behavior,and the concept,connotation and structure of tourist citizenship behavior were discussed qualitatively based on group tourists.However,the literature of empirical research on tourist citizenship behavior is still very scarce,and there are still many gaps in the theoretical research of tourist citizenship behavior.This shows that,compared with the customer citizenship behavior of other industries,does the tourist citizenship behavior in the context of tourism consumption have a special performance and structure? What factors can motivate tourists to carry out citizen behavior conducive to tourist destinations? What are the boundary conditions of tourist citizenship behavior? Nowadays,with the rapid development of tourism industry,the opportunities of host-tourist interaction are increasing.Whether the host can affect the implementation of citizenship behavior through interaction with tourists has become an urgent problem to be solved.Is there any other factor affecting the relationship between host-tourist interaction and tourist citizenship behavior ? For example,the value formed on the basis of the indispensable experience of tourism activities,the host hospitality spirit,which constitutes an important part of tourism attraction,is there any relationship between them and the host-tourist interaction and tourist citizenship behavior? Is it helpful to motivate and drive tourist citizenship behavior? In view of this,this paper seeks the answers to the above questions through the following ways.Firstly,this paper uses web crawler technology to crawl network information from famous tourism websites such as Ctrip,and obtains first-hand data through semi-structured interviews and field observations.Through grounded qualitative research methods,this paper explores the formation path of tourist citizenship behavior,and explores the dimension division and measurement index of tourist citizenship behavior.Then,on the basis of qualitative research in Chapter 2,the measurement model and structural model are validated and evaluated by quantitative data and methods.In the part of quantitative research,based on Social Exchange Theory,Service-oriented Logic Theory,Interactive Ritual Chain Theory and Role Theory,this paper first analyses the roles of host-tourist interaction,experience value and host hospitality in the formation and stimulation of tourist citizenship behavior,and then puts forward relevant hypotheses based on theoretical analysis.On the basis of these hypotheses,the relationship model among four variables is constructed.Then,through pre-investigation,combined with exploratory factor analysis,the scale of variables involved is analyzed and purified to form a formal survey questionnaire,and on the basis of pre-investigation,a large-scale data has been collected.Thirdly,based on the formal survey data,this paper uses the statistical software IBMSPSS 24.0 and AMOS 23.0 to analyze the four subscales of host-tourist interaction,tourist citizenship behavior,experience value and host hospitality by confirmatory factor analysis,and to test the reliability and validity of the four subscales respectively.Fourthly,through multiple regression,structural equation model analysis,Bootstrap,LMS latent adjustment structural equation and so on,this paper empirically examines the effects of host-tourist interaction,experience value and host hospitality on the formation of tourist citizenship behavior.Then,through independent sample T test and one-way ANOVA,the paper explores the differential impact of tourist demographic characteristics and travel characteristics on host-tourist interaction,experience value,host hospitality and tourist citizenship behavior.Finally,based on the empirical test results and the actual situation of domestic tourism,this paper puts forward some countermeasures and suggestions to stimulate tourist citizenship behavior in terms of the importance of host-tourist interaction,the cultivation and inheritance of host-tourist spirit,the innovation of products and services from the perspective of tourism supply-side reform,and the marketing of tourist destinations such as experience marketing,relationship marketing and interactive marketing.The main conclusions of this study are as follows:1.For the first time,the scale of tourist citizenship behavior has been developed,showing high reliability and validity.The internal dimensions of tourist citizenship behavior include five dimensions: word of mouth/recommendation behavior,advice/feedback behavior,support /help behavior,understanding/tolerance behavior and environmental friendly behavior.Among them,the support /help behavior includes not only help to other tourists,but also the support to the destination tourism practitioners and the help to the local residents.Tourists' understanding/tolerance behavior is mainly manifested in their understanding and tolerance of material products and objective factors,while the tolerance of host service anomie behavior is relatively low.As a part of tourist citizenship behavior,environmental friendly behavior reflects the significant difference between tourist citizenship behavior and traditional customer citizenship behavior.This paper also examines the applicability of the existing Host-tourist Interaction Scale in the context of domestic tourism.In the context of domestic tourism,it is reasonable that the existing scale divides the interaction between host and guest into quantity and quality of interaction,and further divides the quantity interaction into service interaction and social interaction.However,four observation items,"Interaction with the locals when a conflict exists","Intense","Equal","Cooperative" have not been verified.The revised Host-tourist Interaction Scale has good reliability and validity.The existing Host Hospitality Scale is reasonable in one dimension.The revised Host Hospitality Scale includes eight observation variables and has good reliability and validity.The dimensions of the existing hierarchical Experiential Value Scale are reasonably divided.The measurement items can well reflect the corresponding dimensions,and the scale has good reliability and validity.2.The effects of different dimensions of host-tourist interaction on tourist citizenship behavior are different.Among them,social interaction has a significant positive effect on tourist citizenship behavior,the total effect is1.70(P < 0.001);service interaction has no significant effect on tourist citizenship behavior.The quality of interaction has a significant positive effect on tourist citizenship behavior,the total effect is 0.531(P < 0.001).Moreover,the positive effect of interaction quality on tourist citizenship behavior is greater than that of interaction quantity on tourist citizenship behavior.3.Experience value plays a part of mediating effect between host-tourist interaction and tourist citizenship behavior.In this paper,Bootstrap method is used to test the mediating effect of experience value.The results show that experience value has a partial mediating effect between the host-tourist interaction and tourist citizenship behavior.Among them,the total effect of social interaction on tourist citizenship behavior is 0.170(Z =3.696),the direct effect is 0.068(Z=2.000),the indirect effect is 0.103(Z=3.029).The total effect of the quality of interaction on tourist citizenship behavior is 0.531(Z=12.349),the direct effect is 0.188(Z=4.585),and the indirect effect is 0.342(Z=9.243).The mediating effect of experience value between service interaction and tourist citizenship behavior is not supported by data.4.Host hospitality plays a significant positive moderating role in the host-tourist's influence on tourist citizenship behavior.With the improvement of host hospitality,the positive effect of host-tourist interaction on tourist citizenship behavior has been strengthened.According to the theoretical analysis in Chapter 3,host hospitality has a moderating effect on the mediating effect of experiential value,which belongs to the moderated mediation effect in the first half.Since host hospitality is a latent variable,the latent moderated structural equation LMS is used to test the moderated mediation Effect.The results show that the moderating effect of host hospitality on the experience value's mediating effect is not significant.That is,with the change of host hospitality,the mediating effect of experience value between host-tourist interaction and tourist citizenship behavior will not change significantly.This study provides theoretical support for tourism destination to strengthen the cultivation and inheritance of the hospitality spirit of the host,and to establish the tourist destination's image of Hospitality.The paper also has enlightenment significance for further deepening the quantitative study of the hospitality spirit of the host.5.Tourist demographic characteristics and travel characteristics have different effect on tourist citizenship behavior.Among them,elderly tourists,student groups,rural residents and backpackers are more likely to implement citizenship behavior;while self-driving tourists,team tourists and freelancers are relatively less likely to implement citizenship behavior;the scores of tourists in the dimension of environmental friendly behavior are generally lower than those in other dimensions of tourist citizenship behavior.So,During the process of tourist management and stimulating tourist citizenship behavior,managers of tourist destinations should not neglect the consideration of tourists' demographic characteristics and travel characteristics.This paper develops the Tourist Citizenship Behavior Measurement Scale,which provides a tool support for the quantitative study of tourist citizenship behavior in the field of tourism consumption,and helps to promote the further development of theoretical research on tourist citizenship behavior.The verification and revision of the Host-tourist Interaction Scale in the context of domestic tourism consumption has laid a foundation for the study of host-tourist interaction in the field of domestic tourism.To a certain extent,it will make up for the gap of quantitative research on host-tourist interaction.The test of the reliability and validity of the Host Hospitality Scale will promote the further development of the quantitative study of the host hospitality spirit.By using qualitative and quantitative research methods,this paper explores and tests the predictive effect of host-tourist interaction on tourist citizenship behavior,as well as the mediating effect of experience value between them and the moderating effect of host hospitality.It is an extension of the study on the pre-factors and situational conditions of tourist citizenship behavior,and it will help to enrich the theoretical system of tourist behavior.This paper provides a basis for the follow-up study of tourist behavior by analyzing the differences of the tourist citizenship behavior choices with different characteristics.This study provides theoretical support and policy reference for the tourist destinations' reversing the understanding of the effect of the host-guest interaction,strengthening the guidance and management of the host-tourist interaction,strengthening the cultivation and inheritance of the hosts' hospitality spirit,stimulating tourist citizenship behavior,reducing the negative effect of the uncivilized tourist behavior on the tourist destination,and promoting the sustainable development of the tourist destination.