How Sense of Ritual in Tourism Impacts Tourists’Co-Creation of Tourism Experience Values:A Study Based on the Theory of Value Co-Creation

Establishing a sense of ritual within tourism consumption scenarios offers tourists the opportunity for interactive engagement.Drawing upon the value co-creation theory,this study constructed an influence mechanism model to examine tourists'active engagement in the process of co-creating tourism experience values.It employed Partial Least Squares Structural Equation Modeling(PLS-SEM)to empirically test the proposed hypotheses.The findings demonstrate that the model constructed in the present study exhibits robust reliability,validity,and explanatory power.The perception of the sense of ritual in tourism exerts a significant positive influence on tourists’co-creation of tourism experience values,thereby significantly enhancing both the communitas and flow experienced by tourists during their travels.Moreover,such communitas and flow can mediate the influence of the sense of ritual in tourism on tourists’co-creation of tourism experience values.This study contributes to advancing the current research on tourists’co-creation of tourism experience values and the sense of ritual in tourism,thereby providing theoretical foundations for cultivating a sense of ritual within tourism consumption scenarios.

Relationships between Tourist Experiential Value and Ice-Snow Tourism Loyalty in Zhangjiakou City,and the Moderating Effects of Travel Companions

The successful bid for the 2022 Winter Olympics has provided a new opportunity for the popularization of ice-snow sports and making improvements in the efficiency of ice-snow tourism in China.Taking Zhangjiakou City in Hebei Province as the research object and using questionnaire analysis and the structural equation model(SEM),this paper examined several hypotheses of the relationship between tourist experiential value and tourist loyalty in the context of ice-snow tourism,and a mediation analysis was conducted to explore the moderating role of travel companions.The results show that:(1)The functional value,emotional value and social value have significant positive effects on tourist loyalty;(2)Tourist satisfaction is a partial mediator between functional value,emotional value,social value and tourist loyalty,and a full mediator between cognitive value and tourist loyalty;and(3)Travel companions play a significant moderating role in the influence of emotional value on tourist loyalty.Based on these findings,several suggestions are put forward for the high-quality development of ice-snow tourism in China,including developing ice-snow family tourism products,building an ice-snow brand with winter Olympics characteristics,constructing the ice-snow industrial system,and cultivating ice-snow culture.