Research On The Influence Of Parent-child Research Tourists’ Value Co-creation Behavior On Satisfaction And Behavior Intention

Parent-child research tourism,which promotes family education and strengthens family bonds,is becoming more and more well-liked as part of the present "high-quality child rearing" trend and is quickly becoming a top option for parent-child tourists.The tourism value co-creation model shows that tourists are willing to incorporate their individual preferences and knowledge into the enterprise value co-creation system in order to obtain higher quality tourism products,or directly participate in the enterprise product design and service management,and establish a positive working relationship with the ente The lack of active interaction between visitors and businesses.However,as a typical experiential product,the lack of active interaction between tourists and enterprises leads to a mismatch between supply and demand,which in turn leads to an imbalance between tourists’ perceived profit and perceived payment,making it difficult for tourists to form positive satisfaction and behavioral decisions.Therefore,it has become urgently necessary to find a solution to explore the behavioral processes and behavioral results of value co-creation of parent-child research tourists.Based on the theory of tourism value co-creation,this research constructs a theoretical model of "tourists’ value co-creation behavior-perceived value-satisfaction-behavior intention" for parent-child research,six parent-child study tourism destinations in Chengdu was selected and combined with Credamo data collection platform to conduct questionnaire research on parent-child study families.350 valid data were collected,and SPSS and AMOS data analysis software was used for mathematical and statistical analysis.The study’s findings demonstrate that:(1)In the context of a parent-child study,tourists value co-creation behavior significantly and favorably influences tourist perceptions of functional value,economic value,learning value,and experience value;that is,the more actively tourists participate in value co-creation,the more likely it is that they will perceive value.(2)Perceived learning value and experience value of tourists significantly and favorably affect satisfaction and intention to engage in positive behavior in the future.The higher the perceived value of tourists,the higher their satisfaction and the stronger their intention to engage in positive behavior.(3)Tourist citizenship behavior has a greater impact on tourist satisfaction and behavioral decisions,whereas tourist value co-creation behavior significantly and favorably increases visitor satisfaction and behavioral intentions.(3)Tourist perceived economic value,learning value,and experience value are significant influencing factors that affect the satisfaction of parent-child study visitors.(4)Tourist perceived value is a partial mediator of multiple concurrent variables between tourist value co-creation behavior and satisfaction.In addition,tourist perceived experience value mediates most prominently and is the most significant influencing factor affecting the future behavioral decision of parent-child research tourists.(5)Tourist perceived value is a partial mediator of multiple concurrent variables between tourist value co-creation behavior and behavioral intention.The significant role of value co-creation between parent-child tourists and tourism enterprises is revealed by analyzing the behavioral processes and behavioral outcomes of tourist value co-creation in parent-child study contexts.Reference suggestions are provided for the levels of motivating tourists to actively participate in interactions and enterprises to build value co-creation systems,enhance tourist satisfaction,and form positive future behavior.The ultimate objective is to create a situation where both businesses and tourists benefit.