博物馆情境下游客价值共创行为动因

Analysis on the motivation of tourist value co-creationin museum tourism

体验经济时代,游客逐渐从被动的预定价值消费者转变为积极的价值共创者,景区为契合此变化,促进可持续发展,需廓清游客如何通过在地实践进行价值共创。据此,文章采用结构方程建模方法,基于认知评价理论,以西安碑林博物馆为例,构建体验价值感知、地方依恋、旅游涉入以及价值共创行为等构念在内的研究模型进行实证分析。结果表明,体验价值感知与价值共创行为之间存在显著正向相关性;地方依恋在体验价值感知与价值共创行为之间发挥中介作用;旅游涉入正向调节体验价值感知对地方依恋的预测作用。运用客户主导逻辑(C-D),从个体情感角度出发,对游客价值共创行为的影响因素及形成路径进行探讨,以期为促进景区可持续发展提供管理建议。

In the era of experience economy,tourists gradually change from passive booking value consumers to active value co-creators.In order to meet this change and promote sustainable development,it is necessary to clarify how tourists can create value through local practice.Accordingly,this paper adopts structural equation modeling,based on cognitive evaluation theory,and takes Xi′an Beilin Museum as an example to construct research model including experience value perception,place attachment,tourism involvement and value co-creation behavior.The results show that:There is a significant positive correlation between experience value perception and value co-creation behavior;Place attachment plays an intermediary role between experiential value perception and value co-creation behavior;Tourism involvement positively regulates the predictive effect of experience value perception on place attachment.The article also uses customer-dominant logic(C-D)to discuss the influencing factors and formation paths of tourists′value co-creation behavior from the perspective of individual emotions,and to provide management suggestions for promoting the sustainable development of scenic spots.