The Place Open Co-Creation Strategy And Its Impacts On The Consumer Acceptance In Host Countries:The Perspective Of Pragmatic Legitimacy

The internationalization of place brands that give the place distinctive characteristics that distinguish it from other competitors in the global market competition has become a favorable weapon for a city,region or country to cope with global competition.Place brand internationalization is a complex process involving many stakeholders,the key to which is the acceptance of host country consumers.For placel economic development,implementing open co-creation strategy will undoubtedly help the external market to better understand the economic development of a place,and participate in it to gain recognition and acceptance.In view of this,based on the perspective of pragmatic legitimacy,this paper uses empirical analysis method to explore the composition dimension of open co-creation strategy in placel brand internationalization and its influence mechanism on consumer acceptance in host countries.This study conducted an empirical test by collecting data on the evaluation of foreign place brands in the Chinese market,and obtained 679 valid questionnaires.The results show that the place open co-creation strategy consists of three dimensions:place communication strategy,place word-of-mouth strategy and place quality strategy.Among them,the place communication strategy includes place communication open strategy,place communication dialogue strategy and place communication cooperation strategy;place word-of-mouth strategy includes place word-of-mouth open strategy,place word-of-mouth dialogue strategy and place word-of-mouth cooperation strategy;place quality strategy includes place quality open strategy and region Quality dialogue strategy.The results of the research on place open-minded strategies to influence consumers in host countries show that place open-minded strategies can actively promote place brands to gain the trust of host consumers and thus be accepted by host consumers.The three dimensions of open co-creation strategies in place brand internationalization,place communication strategies,place word-of-mouth strategies and place quality strategies have a significant positive impact on brand trust.place brand trust also has a significant positive impact on host consumer acceptance.The three-dimensional and eight-factor multi-dimensional structural model of the place open-innovation strategy based on the perspective of practical rationality constructed in this paper scientifically reveals the structural connotation of the open-minded strategy in place brand internationalization,in order to deeplyunderstand and understand place brand internationalization.The transformation mechanism of practical rationality and the strategic connotation of place openness and creation have laid a theoretical foundation.The model developed in this paper has proved the mechanism of the place open co-creation strategy for the host consumers,and can provide theoretical references for the place brand internationalization.