| The product-oriented marketing pattern can not meet versified need any more. Some visitors are no longer satisfied with useful value produced by product itself. They are willing to share available resource to scenic spots and participate in delivery of product and service. In this context, it is necessary for scenic spots to cater personalized tourism experience and wish to participate in product development, provide interactive platform to share information each other, which allows visitors to co-create value. It will be a research hotpot how to co-create value with visitors among tourism management and marketing science in the future.Based on value theory, customer participation and co-creation should be deduced to provide theoretical support for visitors’ participation. It expands research around a main line “motivation –process-result”, to construct a research mode on visitor participate the process of co-creation. The research data is collected from visitors enjoying in the scenic spots in Guanzhou, including BaiYun Mountain,YueXiu Park and ChangLong Theme Park, we carry out surveys in the way of questionnaire. SPSS20.0 was used to analyze the empirical data through 227 samples, and many methods were used to analyze variables.In conclusion, the motivation to participate value co-creation was influenced by gender, education, age, occupation through demographic differences analysis. Research variables were analyzed by regression analysis, tourists motivation(social integration need, pleasure need, economic interest and need) had a significant impact on visitors to participate in behavior(active participation, passive participation), whereas behavior to participate had a significant impact on perceived value(emotional value, quality value), Each part of the research mode had a significant effect, and the study hypothesis was certificated, so the reasonable mode of visitor participate in value co-creation was constructed. Finally the implication and prospects was proposed. |
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