The Value Co-creation Of Sports Tourism

Since the concept of sports tourism was put forward,sports tourism has been in the process of continuous development.With the increasing demand for products of consumers,dominating the creation,of traditional value by tourism enterprises has been unable to meet the needs of tourists for individualized sports tourism products and services.At the same time,the theory of value co-creation,as a hot academic topic,has been widely used in the study of value co-creation in various fields.Under the above circumstances,we combined the development of sports tourism with the theory of value co-creation.Using the method of literature,questionnaire survey method,mathematical statistics and investigation method to carry out the research.The study draws the following conclusions:1.Formulating the scale of motivation factors and behavior factors for tourists to participate in the value co-creation of sports tourism,as a tool to study the value co-creation of sports tourism.The reliability of the tourists’participation motivation scale is Cronbach’s a=0.876,and that of the participation behavior scale is Cronbach’s a = 0.923.The KMO indicated that both scales were suitable for factor analysis.Six items in the tourists’ participation motivation scale are divided into two dimensions:economic interest demand and social integration demand,consistent with the structure of the scale,it shows that the scale has high validity.Seven items in the tourists’ participation behavior scale are divided into two dimensions:active participation and passive participation,consistent with the structure of the scale,it shows that the scale has high validity.2.Regression analysis shows that there is a significant correlation between tourists’ participation behavior and tourists’ participation motivation.Thereinto,this paper analyses the influence of various dimensions of tourists’ participation in sports tourism value co-creation on social integration demand,and concludes that tourists’ active participation and passive participation are positively correlated with the demand for social integration.This paper analyses the influence of various dimensions of tourists’ participation in sports tourism value co-creation on the motivation of economic interest demand,and concludes that tourists’ active participation and passive participation are positively correlated with economic interest demand.It is concluded that there is a high correlation between tourists’ participation behavior and participation motivation.The main influencing factors of tourists’participation in sports tourism value co-creation are social integration motivation and economic interest motivation.3.Put forward the specific content of the path to build a platform for sports tourism value co-creation.Divided into two aspects of the intelligent scenic spot and the interactive platform for tourists in scenic spot.The intelligent scenic spot platfor:we should develop it from the aspects of basic service,information service,tour guide service,intelligent management system and network service of scenic spot.The interactive platform between scenic spot and tourists:we should improve it by the constructions of Network platform and offline platform.4.Maintain the relationship of value co-creation,lay the foundation for the development of sports tourism value co-creation,and ensure the long-term and effective development of value creation.Tourists and scenic spots need to work together,tourists active participation and scenic spots active provision of various ways to attract tourists’participation,to maintain the relationship of sports tourism value co-creation.