Research On The Influence Of Interaction Between Host And Guest In Rural Tourism Destination On Tourists’ Value Co-Creation Behavior

The development of rural tourism is the key to the revitalization of rural areas.At present,there are both great opportunities for development and great challenges for rural tourism.How to better grasp the deep needs of tourists and improve the experience of tourists according to the development of the times and changes in consumer demand is an urgent problem for rural tourism destinations.In the era of experience economy,the main body of value creation has changed.Consumers are no longer just passive participants of products,but actively participate in the production process of enterprise products and create value together with enterprises.Similarly,in the context of rural tourism,tourism is no longer just a tourist destination to provide products and services,Tourists passively participate in the activities,tourists are more eager to pursue deep personalized tourism experience,into the production process of tourism products,tourism services,and ultimately in this process tourists and tourism to create experience value.In the rural tourism destination,the interaction between subject and object is a very key link,the good harmonious relationship between subject and object will have a positive impact on tourists’ psychology and behavior.At present,there is still a big gap in the study on the behavior of tourists’ value co-creation in rural tourism from the perspective of interaction.Based on the SOR theoretical model,social exchange theory and value co-creation theory,this paper takes Chongdugou Village in Luoyang as a case study,and takes the tourists in Chongdu Ditch as the research object.This paper constructs a theoretical model of subject-object interaction on visitor value co-creation behavior,and uses SPSS and AMOS software to test the model data and empirical analysis,and introduces relationship quality into the research model to further explore the mediating effect of relationship quality between subject-object interaction and visitor value co-creation behavior.The results of data analysis show that:(1)the interaction between tourists and hosts in rural tourism destination will positively affect the value co-creation behavior of tourists,Among them,service interaction will have indirect positive impact on tourists’ value-creating behavior through relationship trust and relationship satisfaction,and the other three dimensions of information interaction,social interaction and interaction quality will have direct positive impact.(2)The mediating effect of relationship quality in the research model is verified,in which relationship trust,Relationship satisfaction plays a complete intermediary role between service interaction and visitor value co-creation behavior,and plays a partial intermediary role between information interaction,social interaction,interaction quality and visitor value co-creation behavior.(3)Two dimensions of relationship quality: relationship satisfaction and relationship trust will have a positive impact on the value co-creation behavior of tourists.The behavior of creating tourist value is conducive to promoting the loyalty of tourists and promoting the long-term development of tourist destinations.How to better motivate the implementation of tourists’ value co-creation behavior through the interaction between host and guest is a problem that needs to be solved.According to the empirical results of this paper and the current situation of Chongdugou village,this paper puts forward some suggestions for the development of Chongdugou and other rural tourism destinations: expanding the channels of interaction between host and guest,Pay attention to the construction of the interactive space between subject and object,create a benign interactive mode,and enhance the benign and effective communication with tourists;To enhance the quality of the relationship between tourists and hosts and tourist destinations;Strengthen tourists’ satisfaction and trust to tourist destinations,and promote the implementation of tourists’ positive behavior.