| With the continuation of long-term economic development trend and the continuous improvement of people’s living standards,heavy experience,personalization and diversification gradually become the mainstream of tourism consumption,accelerating the development of "tourism +" has become the "golden key" to solve the dilemma of tourism supply side reform;at the same time,the "double reduction" policy in China’s quality education opens a new journey of collaborative education,research tourism will become the ideal option for "tourism + education".Since 2013,the Chinese government introduced to promote and standardize research tourism development policy documents and standards,in 2016,the Ministry of Education and other 11 departments issued "opinions on promoting primary and secondary school research travel",research travel is in promising development opportunities,promote healthy and rapid development,and requires the research travel into primary and secondary school education teaching plan,research tourism has risen to the national strategic level,is expected to usher in explosive growth,need deep research of the industry carries rich unique value and multi-creation mechanism.In July 2021,the general office of the CPC Central Committee and the State Council issued the opinions on further reduce the homework burden of compulsory education students and off-school training burden(also known as "double reduction policy"),The "double reduction" policy adopts measures such as reducing the total amount and length of homework,reducing the heavy homework burden of students,regulating the behavior of off-campus training,improving the after-school service level of schools,and meeting the diversified needs of students.measures released a large amount of spare time,reduce the economic burden of parents,which provides a broad market space for study tourism.However,the "double reduction" policy also brings challenges to research institutions.The "double reduction" policy promotes the possibility of training institutions entering the research travel market significantly.In the future,more education and training institutions with capital,teachers and professional curriculum system may flood into the research track,and the competition in the industry intensifies.It can be said that under the background of the "double reduction" policy,the opportunities and challenges of research tourism coexist.Multiple participants in research tourism(students,parents,schools,research institutions)have failed to conduct value co-creation activities in communication and dialogue,information channels,information transparency,risk avoidance and other aspects.There too many problems in the current research tourism.For example,research institutions and schools have failed to do well and cooperate,Lead to the quality of research and study tourism products is not high,"Travel is greater than learning","only travel not learning","travel light learning" phenomenon is prominent.There is a great shortage of professional research tutors;The feedback from students and their parents with the school and research institutions is not smooth.The opinions of the students and their parents were not absorbed and adopted.Research and study tourism experience value is not high.Parental recognition is not high.Based on this,this thesis tries to answer three questions through relevant research,so as to further improve the research of research tourism experience value co-creation,and effectively promote the high-quality development of research tourism tourism.First,what is the impact of the "double reduction" policy on research tourism? In particular,what is the impact on the four main participants of research tourism? Second,what should be done in research tourism value and how to be measured? Third,what is the value co-creation mechanism of research and study tourism experience? How to improve the quality of research tourism development through value co-creation?Centering on three problems,this thesis mainly uses the semi-structured interview and the key event method to develop the research tourism value co-creation behavior and experience value measurement scale suitable for the Chinese cultural situation.The mechanism model of value creation is constructed based on the stakeholder theory,value co-creation theory and social support theory,and the following three main conclusions are obtained through empirical test:First,study the structural dimensions of tourism value co-creation behavior,social support and experience value.Using the key event method of interview materials and the network text value create behavior,a total of 74 effective key events,extract key behavior 22,through pre-research and formal research,the initial scale reliability validity analysis and correction adjustment,eventually formed contains dialogue,acquisition,reduce risk,transparency four dimensions and 18 measurements of studies tourism value create behavior formal scale.According to the existing research results,and combined with the specific content of research tourism value co-creation behavior,research tourism social support is divided into two dimensions,including instrumental social support,relational social support,and 6 measurement items.According to the analysis results of in-depth interview and high-frequency experience value in the study tourism text,this thesis proposes to divide the study tourism experience value into three dimensions,namely emotional experience value,cognitive experience value and social experience value,with a total of 12 measurement items.Second,study the action mechanism of tourism value co-creation behavior and experience value.Through theoretical construction and empirical research,the thesis verifies the relationship model between study tourism value creation and experience value,and deeply analyzes the internal relationship and influence mechanism of value creation and experience value.The internal relationship between the two is manifested as three action mechanisms: The study tourism value co-creation behavior has a direct positive impact on experience value,the mediating effect of social support and the moderating effect of government policy.The empirical results show that the study tourism value creation has significant positive effects on experience value,among which dialogue,acquisition,risk reduction and transparency have significant positive effects on experience value,including dialogue,acquisition and risk reduction play positive effects on emotional experience value,cognitive experience value and social experience value;transparency only has significant positive effect on cognitive experience value,and no significant positive effect on emotional experience value and social experience value.Social support plays an intermediary role between the co-creation behavior of tourism value of research and experience value.Social support is generated in the co-creation behavior of tourism value of research and has an impact on the perception of tourism experience value through meeting the needs of research tourists.The empirical results show that social support mediates the relationship between dialogue,access,transparency and experience value,while social support does not significantly mediate the relationship between risk reduction and experience value.Government policies have a significant positive role in regulating the research and study of tourism value co-creation behavior and social support.Under the high-intensity government policy,the impact of research tourism value creation on social support will be enhanced.Third,study the study of tourists’ behavior and experience characteristics.The results of the in-depth interview and questionnaire survey provide a basis for this thesis to understand the consumer behavior and experience characteristics in the research tourism market.The proportion of female students participating in study tourism is higher than boys;students in grades 5-9 account for the vast majority of students participating in study tourism;parents generally higher education,college and undergraduate level,professional employees,government departments and institutions,self-employed;the most permanent cities,followed by the county seat,far higher than the countryside.At the same time,the independent sample t-test method and variance analysis method were used for heterogeneity analysis.The results showed that the grade,education level,occupation and permanent residence have differentiated characteristics in the study tourism value co-creation behavior,social support,experience value and government policy.Higher experience value is higher than lower students,especially in social experience value;The higher the educational level of the parents,the higher the perception level of the value co-creation behavior and value experience of the study tourism;The group whose parents are government or public institution staff has higher degree of government policy than other groups;The degree of acquisition of research tourists who live in cities is significantly higher than those who live in counties and villages,and the degree of acquisition of research tourists who live in villages is significantly lower than those who live in cities and counties.Therefore,attention should be paid to the research tourism experience value of lower grade students and rural students;and the research tourism value should be strengthened in rural students.The research innovation in this thesis is: first,include the "double reduction" policy impact assessment in the research tourism research;Second,try to explore the effective realization mechanism of research tourism experience value creation;Third,the development of the research tourism value creation behavior scale based on DART model,and build the analysis framework and research model.This thesis has some theoretical contributions and countermeasures and suggestions.In terms of theoretical contribution,the research perspective of research tourism is broadened under the background of "double reduction" policy;The second based on DART model;And finally,the domestic research tourism experience value co-creation mechanism model is constructed.This thesis puts forward six suggestions according to the research conclusion,one is to enhance resource endowment and consolidate the foundation of value creation;Two is to raise awareness of participation and establish efficient dialogue mechanism;Third is to enrich communication channels to ensure information acquisition;Four is to build prevention and control mechanism to reduce value creation risk;Five is to timely disclose information to promote transparency of co-creation process;Six is to increase policy support and implement system support. |
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