A Study On The Relationship Among Value Co Creation Behavior,Perceived Experience Value And Loyalty Of Rural Tourists

With the rapid development of urbanization and the improvement of people's living standards,casual countryside tourism has gradually become a significant choice for people's consumption.The rural tourism market has undergone several innovations under the changes in consumption patterns and business environment.From the dependence on agricultural resources to the deep excavation of the added value of products,the tourism industry is currently showing a trend of resource integration,diversified development and scale expansion.As a single subject,the form of value creation with suppliers which has not satisfied the concept of multi-subject co-creating value under the service logic for now.In this case,tourists not only act as consumers in rural tourism,but also as value creators.This research aims to solve the problems of co-creation of tourist value,perceived experience value and willingness to revisit in rural tourism.In rural-area tourism activities,tourists participate in the tourism value system by investing time,money and other resources and interact and exchange with the target resources provided by tourism suppliers.Through this value co-creation behavior,tourists can perceive the experience value and generate positive attitude.Currently,the following questions need to be clarified in the study of rural tourism value co-creation: firstly,in the process of rural tourism,how do various stakeholders form a dynamic balance in the value system? Then tourists participate in the travel process through the products and services provided by the travel merchants,investing money,energy and other resources to obtain the unique "product" of the tourist experience.How do tourists convert their consumer identity into a process in this process Part of tourism producer? After that is How to define the transformation process of value co-creation? How does it affect the value of travel experience and tourist loyalty?This paper summarizes the relevant literature,analyzes the co creation mechanism of rural tourism value from the perspective of service-oriented logic and consumers,and constructs the mechanism model of rural tourism value system.This paper divides the co creation behavior of tourist value into participation behavior and citizen behavior,divides the perceived experience value into three dimensions: resource value,emotional value and social value,constructs the relationship model of value co creation behavior,perceived experience value and tourist loyalty of rural tourists,and puts forward 22 hypotheses based on the research model.Xucun,Anhui Province,was chosen as the research site to issue the questionnaire.SPSS and SEM were used to analyze the data of the collected questionnaire results,and the following conclusions were drawn:First,the civic behavior and participation behavior of the rural tourist value co-creation behavior have a positive effect on part of the perceived experience value;second,the rural tourist value co-creation behavior has a positive effect on the tourist loyalty;third,the perceived experience value It has a positive impact on tourist loyalty.Fourth,part of the perceived experience value plays an intermediary role between value co-creation behavior and tourist loyalty.Finally,on the basis of the conclusion,it provides management enlightenment on how the rural tourism supplier and the tourists realize the creation of experience value together,and explains the shortcomings of this research and the possible future research directions.