Research On The Impact Of Multi-subject Symbiosis On Value Co-creation In Cultural Heritage Sites From The Perspective Of Residents

The growth development of tourism has brought about cultural heritage resources'activation and reached the unity of cultural value and tourism value.Tourism activities is the result of the symbiosis of tourists,community residents,governments,and tourism enterprises.As the protector and inheritor of cultural heritage resources,community residents have become the core symbiotic subject.Maintaining multi-subject symbiosis plays an important role in the harmonious community and the sustainable development of the heritage resources.At the same time,community residents changed the original way of life,caused the change of professional and social roles,and produced the real demand for residents' value co-creation behavior.Gradually,the academic circles began to pay attention to the problem of multi-agent symbiosis in tourism community,but rarely discussed the impact of multi-agent symbiosis factors on related variables and the perspective of residents were rare.Therefore,based on the literature study,from the perspective of residents,this paper takes Pingyao ancient city as a case and starts from the interview texts,uses grounded theory to explain the internal structure and theoretical dimension of the multi-agent symbiotic factors.Then,based on the survey sample data,a measurement scale was developed and verified for the symbiotic factors,role identity and value co-creation.Further,this paper explores the correlation between these variables by building structural equation model and tests the intermediary effect of role identity,and analyzes the influence of demographic characteristics on the differences of variables.Based on these situations above,the conclusions are as follows:(1)From the perspective of residents,multi-agent symbiosis factors include internal factors and external factors.The internal factor is Residents-Resident consensus,which is residents' perception of interpersonal feelings in daily life and tourism industry.The external factors are also residents' perception:Residents-Tourists co-existence refers to the behavior and social relationship;Residents-Government co-ordination refers to the practical measures and management;Residents-Enterprise co-benefit refers to the business operation attitude and method.(2)Residents-Resident consensus consists of three dimensions:self-respect,mutual emotional assistance and shared competition.Residents-Tourists co-existence is composed of four dimensions:verbal communication,behavioral norms,harmonious atmosphere and social connection.Role identity consists of three dimensions:role cognition,role emotion and role behavior.Residents-Government co-ordination,Residents-Enterprise co-benefit and value co-creation are a first-order variable with five measurement indicators.(3)Residents-Resident consensus and Residents-Government co-ordination significantly affect the residents' role identity,Resident-Government co-ordination has a greater impact(?=0.200,p<0.001),while the other two variables have no direct impact on it.In addition to Residents-Enterprise co-benefit,there are three variables significantly affect the residents'value co-creation,Residents-Government co-ordination of which has a greater impact(?=0.210,p<0.001).Role identity significantly affect value co-creation(?=0.171,p<0.01),role identity plays a part of intermediary role between Residents-Resident consensus,Residents-Government co-ordination and value co-creation.(4)In the analysis of variance,there are differences in the perception of emotional assistance between the two levels of monthly income and the monthly income between 1501-3000 yuan and 3001-6000 yuan,among which below 1500 yuan's value of emotional assistance is higher.To sum up,this paper summarizes the composition structure of multi-subject symbiosis in cultural heritage tourism community through theoretical construction and empirical research,and discusses the impact of symbiotic factors on role identity and value co-creation.In theory:? Proposed and verified the internal structure of multi-agent symbiosis factors from the perspective of residents.To some extent,it enriches the theoretical explanation of multi-agent symbiosis;? Confirmed the model of "subject symbiosis-role identity-value co-creation",which provides a reference for the tourism community relationship.In practice:?It provides important guidance for coordinating the multi-subject relationship in the tourism community and achieving a harmonious tourism community;? It highlights the value of residents in the tourism community and provides practical reference for solving tourism development problems and promoting residents' community participation.