The Research On The Influence Mechanism Of Tourists' Experience Value Co-creation Based On The Theory Of Planned Behavior

Tourism experience value co-creation is a new topic with theoretical and practical significance.It has positive impacts on the development of travel products suppliers,the improvement of tourism service quality and the stabilization of tourism industry.The value co-creation based on service-dominant logic thought the process of all parties invest their own resources and knowledge to create value and product is value co-creation.The value creator shifting from enterprise to customers and others,the value create chain extending to consumption.In travel activities,tourist plays an important role in experience value co-creation.Based on the value co-creation theory and the TPB theory,it is necessary to think about why tourists co-create and how to co-create.Firstly,this paper clarifies the definition of tourists' experience value co-creation through the literature review,and summaries the co-creation behavior from the tourists perspective.Secondly,based on the relative relationship researches,this paper puts forward hypotheses,and establishes the influence mechanism of the willingness to co-create.At last,collecting the questionnaires form the network,using the structural equation model analysis method to verify these hypothesis,the main findings are as follows: The behavioral willingness of experience value co-creation is multidimensional,including interaction,feedback and promotion these three dimensions,the interaction is the core.Hypotheses verification results indicate that the subjective norm,behavioral attitude and perceived behavioral control has partial influence on the behavioral willingness.Subjective norm has a significant positive impact on the promotion dimension.Behavioral attitude influences the interaction and promotion positively and the perceived behavioral control influences feedback and promotion.The mediating effect of behavioral attitude is not significant.Based on these conclusions,it suggests paying more attention to the tourists,providing support for co-creation,focusing on the word-of-mouth effect and creating social atmosphere of co-creation.This paper provides new perspective and suggestion for improving service quality and brand value based on co-creation theory.