民族旅游社区游客价值共创行为的过程机制——贵州西江苗寨的案例

The process mechanism of tourists'value co-creation behavior in ethnic tourism community-The case of Miao village in Xijiang,Guizhou

研究基于价值共创顾客主导逻辑与VAB模型,揭示民族旅游社区游客价值共创行为的过程机制。结果表明:服务景观感知、地方认同和地方新奇正向影响游客交互态度;交互态度正向影响价值共创行为;交互态度部分中介服务景观感知、地方认同、地方新奇对价值共创行为的影响。研究丰富了VAB模型与顾客主导逻辑的交叉探索,同时综合了旅游和社区地方文化多元价值,从而为民族社区游客价值共创提供新的认知视角,并对社区优化管理提出相关启示。

Based on customer-dominant logic in the value co-creation theory and Value-Attitude-Behavior model,this study develops and proposes a conceptual model,and conducts empirical research to examine the process mechanism of tourists'value co-creation.Data were collected from 400 tourists in Miao village in Xijiang,Guizhou,SPSS 23.0 and Mplus7.0 were used to analyze the reliability and validity of the model as well as confirmatory factors analyses and multiple mediating effects.Results show that servicescape perception,place identity,and place novelty are positively related to interaction attitude,respectively,interaction attitude is positively related to tourist participation behavior and citizenship behavior,and interaction attitude mediates the effects of antecedents(servicescape perception,place identity,and place novelty)on outcomes(tourist participation behavior and citizenship behavior).Findings contribute to a better understanding of mechanism of tourists'value co-creation.Theoretical and managerial implications also are discussed.