价值共创对民族地区乡村旅游体验质量的影响研究

A Study on the Impact of Value Co creation on the Quality of Rural Tourism Experience in Ethnic Regions

旅游者作为旅游的主体之一,提升旅游者的体验质量对推动旅游经济发展至关重要。本文基于价值共创理论,并以乡村旅游地与旅游者的二元关系为基础,建立结构方程模型,探究乡村旅游地供给与价值共创行为通过感知价值对满意度的影响以及文化认同对满意度的影响。研究结果表明:(1)乡村旅游地供给正向影响旅游者的价值共创行为;(2)在价值共创行为中主动参与和深度参与均正向影响感知价值;(3)感知价值正向影响满意度和文化认同,而文化认同不影响满意度。因此,建议乡村旅游地为旅游者构建参与平台、增加更多地参与项目、积极处理旅游者意见等增加参与行为,提升旅游体验质量,推动乡村旅游经济的发展。

As one of the main bodies of tourism,improving the quality of tourist experience is crucial for promoting the development of the tourism economy.This article is based on the theory of value co creation and the binary relationship between rural tourism destinations and tourists.A structural equation model is established to explore the impact of supply and value co creation behavior of rural tourism destinations on satisfaction through perceived value,as well as the impact of cultural identity on satisfaction.The research results indicate that:(1)the supply of rural tourism destinations has a positive impact on the value co creation behavior of tourists;(2)Both active and deep participation in value co creation behavior have a positive impact on perceived value;(3)Perceived value positively affects satisfaction and cultural identity,while cultural identity does not affect satisfaction.Therefore,it is recommended that rural tourism destinations build participation platforms for tourists,increase more participation projects,actively address tourist opinions,and increase participation behavior to improve the quality of tourism experience and promote the development of rural tourism economy.