参与型赛事旅游价值共创驱动因素及其非对称影响

Driving Factors of Participation Event Tourism Value Co-creation and Their Impact- Asymmetry

随着社会的发展,体育赛事价值创造的核心正逐渐由注重“产品”转向注重“服务”,价值创造方式也由赛事组织者“单独完成”转向赛事游客与赛事组织者“共同创造”。基于价值共创理论与非对称理论,以参与型赛事旅游为研究对象,采用结构方程模型和虚拟变量回归的研究方法,对参与型赛事旅游价值共创驱动因素及其非对称影响进行研究,以揭示赛事游客参与价值共创的驱动因素及其作用机理。研究表明:独特需求动机、社会交往动机、休闲娱乐动机显著正向影响赛事游客价值共创行为,不同坐标象限中的驱动因素影响存在非对称性。研究结论打开了促发赛事游客共创行为的“黑箱”,对参与型赛事旅游的服务质量提升有重要的实践启示。

With the development of society,the core of sports event value creation is gradually changing its focus from"products"to"services",and the way of value creation is also changing from"completed alone"by event organizations to"co-created"by sports event tourists and organizations.Based on the value co-creation theory and the asymmetric theory,and the structural equation model and the dummy variable regression method,this paper analyzed the driving factors of tourism value co-creation in the participation events and their asymmetric impacts,so as to reveal the driving factors and the mechanism of event tourists′participating in value co-creation.The results show that unique demand motivation,social interaction motivation and leisure and entertainment motivation have a significant and positive impact on tourists′value co-creation behavior,and the influence of driving factors in different coordinate quadrants is asymmetric.The research opens a"black box"to promote the co-creation behavior among event tourists,and has important practical implications for the improvement of participation event tourism service quality.