The Relationship Among Intersubjective Interaction,Tourists' Perceived Value And Behavioral Intention Of Study Tourism

Study tourism is a new form of tourism which combines tourism and education deeply,and it has found a new breakthrough for the realization of quality education.With the promotion of relevant policies,the rapid development in recent years has aroused widespread concern.Although,study tourism has gradually become a new growth point of tourism,the existing problems also restrict its development.What is study tourism? What to learn? How to do it? There is an urgent need for consensus.Therefore,to clarify the value and significance of study tourism and evaluate the quality of experience are the issues to be concerned in study tourism research.According to the theory of value co-creation,value comes from the process of interaction.Interaction is the core of value co-creation.Interaction is an important factor affecting perceived value.Interactive behavior and perceived value determine the behavioral intention of tourists to a certain extent.Based on this,this paper attempts to answer four research questions: first,what are the types and contents of the interaction among the study tourism subjects? Second,what are the perceived values of tourists and what are the differences among the dimensions? Third,what is the impact of individual differences on interaction,perceived value and behavioral intention? Fourth,what is the relationship among intersubjective interaction,tourists' perceived value and behavioral intention in study tourism?Based on the literature review of the research progress of study tourism,tourism interaction behavior,tourists' perceived value and tourism behavior intention,relying on the theory of value co-creation,social interaction theory and social exchange theory,applies documentary review,inquiries,questionnaire investigation,participatory observation,mathematical statistics and other methods.This paper constructs the theoretical framework of "interaction—perceived value—behavioral intention" of study tourism based on the structural dimensions of interaction behavior between subjects and perceived value of tourists,and makes empirical analysis with questionnaire data to explore the relationship between interaction between subjects,perceived value of tourists and behavioral intention in study tourism,and verifies the relationship model and relevant assumptions,and concludes the following research results:(1)Study tourism interaction can be divided into three dimensions: product interaction,interpersonal interaction and service interaction.These three dimensions basically cover the interaction between "people,things and people" in study tourism.Through qualitative research and participatory observation,this paper constructs the structure dimension and index system of study tourism interaction behavior,and verifies the scientific of study tourism interaction behavior scale through empirical analysis.In study tourism,the frequency of interaction is: service interaction > interpersonal interaction > product interaction.(2)The tourists' perceived value of study tourism can be divided into five dimensions: functional value,affective value,social value,educational value and cost value.This paper summarizes the dimensions and sources of study tourism perceived value through literature analysis,and verifies the scientific of study tourism perceived value scale through empirical research.The perception degree of each dimension of perceived value is different,which is embodied in: educational value > affective value > social value > functional value > cost value.(3)Gender,age,arts and science,the only child,student cadres,tourism frequency,have visited,times of participating these individual differences have different effects on each research variable.Among them,men,science students,non-cadres,only children,tourists with frequency less than once a year,who have not visited the tourist destination,and who have 2-4 times of tourism experience,have a better overall experience level of study tourism.(4)This study constructs a model of the relationship among intersubjective interaction,tourists' perceived value and behavioral intention of study tourism.Regression analysis and path analysis are used to explore the relationship between variables.The conclusions are as follows: Product interaction and interpersonal interaction have a significant positive impact on behavioral intention;Product interaction has a significant positive impact on functional value,affective value,social value and educational value;Interpersonal interaction has significant positive effect on affective value,social value,educational value and cost value;Service interaction has significant positive effect on functional value,affective value,social value and educational value;Affective value,social value and educational value have remarkable forward direction influence on tourism behavior;Cost value has remarkable negative effect on behavioral intention.Through a series of practical measures,we can promote the positive interaction of study tourism,enhance the perceived value of tourists,make them have positive behavior intention,and improve the quality of tourism experience.Based on the above conclusions,this paper further explores the value co-creation mechanism among the study tourism subjects,puts forward the ST-DART model of study tourism value co-creation,and puts forward feasible promotion strategies for the healthy and sustainable development of study tourism in the future from the content,ac form and policies.