Research On The Formation Mechanism Of Value Co-creation Behavior Of Residents In Rural Tourism Destinations

The development of rural tourism has brought about various impacts on the society,economy and culture of traditional villages,including the positive effects of promoting social and cultural exchanges,providing employment opportunities for the residents of the destination and improving the living standards of the residents,there are also negative effects such as changing the original social and economic structure of the destination,weakening the original social norms and undermining the characteristics of the destination community.Limited by the quality and knowledge level of residents,rural residents are often passive bearers of the changes and influences of tourism development in rural tourism,which is a type of tourism that involves governments at all levels,tourism developers and destination residents.However,the reality is that rural tourism destination residents,even those who do not provide services for tourists to obtain economic benefits,their behavior,lifestyle and attitudes towards tourists may be part of the tourist experience.That is to say,in all stages of tourism,residents of rural tourism destinations can influence tourists'experience through their interaction with tourists(including direct interaction with tourists in the process of tourism and interaction with tourists on social media).The interaction between tourism residents and tourists can also be regarded as the process of value co-creation.However,in the existing literature research on tourism value co-creation,tourists have been regarded as the subject of value co-creation,while the important role of destination residents in value co-creation has been ignored.Based on this,this study takes rural tourism destination as the background,based on social exchange theory,,stakeholder theory and S-O-R theory,regards economic factors(personal economic benefits)and non-economic factors(empowerment)in tourism development as the antecedents of value co-creation behavior,and introduces the emotion(place attachment)of destination residents to build the model of resident value co-creation behavior model.Through the structural equation model analysis of 254 valid questionnaires collected,this study not only verifies the relationship among the variables of personal economic benefits,empowerment,place attachment and value co-creation behavior,but also explains the formation of the relationship between the variables in combination with the interview text,demonstrating the role of each variable in the formation of value co creation behavior.Through a combination of quantitative and qualitative analysis,the following conclusions were drawn:(1)This study finds that the impact of personal economic benefits on place attachment is different in different dimensions.Due to the negative impact of tourism developmentl personal economic benefits have no significant impact on residents'place dependence;However,individual economic benefits can promote residents,place identity and place affect.The positive influence comes from residents'comparison with themselves and others.In addition,the personal economic benefits brought by the development of tourism also contribute to the maintenance and consolidation of social bonding,especially family bonding.(2)This study found that empowerment has a significant positive impact on different dimensions of place attachment,that is,the emergence of place attachment is closely related to psychological empowerment,social empowerment and political empowerment,but in these three dimensions of empowerment,residents' perception of political empowerment is the weakest,which will cause residents' distrust of the government and affect residents' expectation of local tourism development.(3)This study found that different dimensions of place attachment have different effects on residents' value co-creation behavior,the place dependence of residents may lead to more pursuit of individual needs and expectations.In this case,residents' implementation of value co-creation behavior will have many considerations.And the social bonding of residents is not the direct driving force for their value co-creation.However,the residents with strong place identity and place affect are more likely to have favorable behavior for the development of tourism destination,and are more willing to participate in activities beneficial to the development of tourism destination.(4)This study found that the impact of personal economic benefits on value co-creation behavior is not significant,while empowerment has a significant positive impact on the implementation of value co-creation behavior.This shows that in the development of tourism,although residents still pay attention to economic factors,non-economic factors are the important antecedents of value co-creation behavior of tourism destination residents.(5)This study also verified the mediating role of place attachment between personal economic benefits and value co-creation,empowerment and value co-creation,through the mediating role of place attachment,the influence of personal economic benefits and empowerment on value co-creation behavior is significantly enhanced.In view of the limited attention paid to residents by the existing tourism value co-creation behavior research,this study analyzes the generation of value co-creation behavior from the perspective of destination residents,which theoretically enriches the research on residents' value co-creation behavior.From a practical point of view,this study starts with the impact changes brought about by rural tourism,and then discusses the impact of this change on residents' local emotions and behaviors,which helps to understand residentsr perceptions and attitudes towards the impact and changes brought about by tourism development,and thus to take effective measures to reduce and control negative impact factors,to stimulate the residents of the destination to produce favorable behavior for the development of the tourism destination.