The Influence Of Subject-guest Interaction On Tourists’ Value Co-creation Behavior In Rural Tourism

With the implementation of the rural revitalization strategy,rural tourism has developed rapidly and has gradually become the focus of scholars.Residents and tourists in rural tourism destinations,as the two important subjects in tourism activities,are playing an increasingly important role.At present,there have been many research results on the interaction between host and guest and the co-creation behavior of tourists,but their influence path and intermediary mechanism still need to be deepened.How to promote the harmonious coexistence of multiple subjects in the countryside and create a development pattern of "co-construction,co-governance and sharing" has become the key to promoting the high-quality development of rural tourism.Therefore,it is particularly urgent and important to study the interaction between residents and tourists in rural tourism destinations and the value creation behavior of tourists.Based on the status quo of rural tourism development,this study focuses on the relationship between subject-guest interaction,place attachment,and value co-creation behavior of tourists,and constructs a theoretical model among social-host-guest interaction,place attachment,and tourist value co-creation behavior.Wuyuan,Jiangxi Province,which is relatively strong in nature,is used as a research case site.Using questionnaires,with the help of SPSS25.0 and AMOS23.0,data collection and analysis are carried out for tourists.Finally,the following conclusions are drawn:(1)In rural tourism,the interaction between host and guest It has a significant positive impact on the value co-creation behavior of tourists.Among them,interpersonal interaction significantly affects tourists’ participation behavior,product-service interaction and interaction quality positively affect tourist citizenship behavior.(2)In rural tourism,place attachment plays a partial mediating role in the influence of host-guest interaction on tourists’ value co-creation behavior.Among them,place dependence and place identity have a mediating effect between the dimensions of interpersonal interaction and tourist value co-creation behavior,and only place dependence has a mediating effect among the dimensions of product-service interaction,interaction quality and tourist value co-creation behavior.According to the research conclusions,the following suggestions are put forward for the development of rural tourism:(1)pay attention to the experience of nostalgia and stimulate tourists’ attachment to places;Value co-creation initiative.The research in this paper helps to better understand the formation mechanism of tourists’ value cocreation behavior,and provides reference for the high-quality development of rural tourism.