Research On The Formation Mechanism Of Tourists' Value Co-creation Behavior Intention In Traditional Villages And Towns

The traditional enterprise-led value creation model is in the trend of fading away,and the customer-driven value co-creation model gains its popularity and attention.The traditional township tourism industry also has involved in this revolutionary trend of change under the joint effect of experience economy and network economy.The traditional villages and towns which dominated by sightseeing tourism nowadays commonly confronted the prominent problems like the singleness of tourism products,the lack of characteristics and innovation,low participation of tourists,etc.this traditional form of tourism is increasingly unable to meet the in-depth experience demand of tourists,and the supply of tourism products and services needs to be innovated urgently;at the same time,tourists are pursuing individualized,diversified,hierarchical tourism products and services.Tourists expect to show their personalities and contribute their wisdom in the tourism process in order to enhance the control of the design and delivery process of tourism products and services,instead of passively accepting the standardized products provided by tourism enterprises.Under this circumstances,how the tourism enterprises and other actors meet the personalized travel experience needs of tourists,how they create a new tourist-driven and multi-agent cooperated value creation system,are becoming the research hot spot of tourism management and tourism marketing in the future.However,the co-creation of tourism experience value is a new phenomenon and new change of tourism in recent years.Theoretical research is relatively lagging behind,especially the lack of research on the formation mechanism of tourists' value co-creation behavior.The research focuses on the tourists,who are the core subject of experience value co-creation,taking the Stimulus-Organism-Response(S-O-R)model as a reference,and introducing the original perception as a regulating factor to construct a theoretical model of the formation mechanism of the tourist value co-creation behavior intention.The empirical research was carried out by taking Hongcun,Anhui and Xitang,Zhejiang as examples,with the help of SPSS factor analysis and AMOS structural equation model analysis,the formation mechanism of tourists' value co-creation behavior intention will be explained in detail,the conclusion also can provide references for value co-creation theory research and tourism enterprise management practice.The empirical results show that:(1)The formation of the value of the co-creation behavior of tourists is influenced by the interaction perception(participation possibility,interpersonal interaction)and the value of tourism experience(practical value,entertainment value,social value).To be more specific,the variable ranking of effect intensity is social value,participation,interpersonal interaction,practical value,entertainment value(from strong to weak).(2)Participation possibility and interpersonal interaction have a significant positive impact on practical value,entertainment value and social value.Among them,the influence effect of participation possibility on social value is the strongest,and interpersonal interaction has the strongest impact on entertainment value.(3)The practical value and social value have a significant positive impact on the value co-creation behavior intention.Compared with the practical value,the social value has a greater influence on the tourist value co-creation intention,and the entertainment value is not a significant variable.(4)Participation possibility and interpersonal interaction have no significant direct impact on the value of tourists' intentions,but under the mediating effect of tourism experience value,the influence effects of both have been significantly improved,that indicates participation possibility and interpersonal interaction can not directly affect the value of tourists to create behavioral intentions,but indirectly through the value experience of tourists on tourism interaction activities.(5)Authentic perception has the positive regulation effect between the relationship of the participation possibility,the interpersonal interaction and the value of the visitor to create a behavioral intention.Finally,based on the research results,from the perspectives of tourism companies,tourist attractions and other actors,the author will propose rationalization suggestions to promote tourists' participation in value creation separately.Based on S-O-R theory,this paper explores the internal mechanism of the formation of tourists' value co-creating behavior intentions from six factors:participation possibility,interpersonal interaction,practical value,entertainment value,original perception and value co-creation intention.The aim of this paper is broadening the application field of S-O-R theory,enriching and developing the research of tourism experience co-creation and providing tourism enterprises,tourist attractions and other actors with the meaningful guidance of practical value co-creation which with the purpose of enhancing the tourist experience value and the core competitiveness of tourism enterprises and tourist attractions.