摘要
构建和谐的主客关系促进乡村居民主动实施价值共创行为,是共享发展理念下实现乡村旅游高质量发展的重要议题。文章采用两阶段混合研究方法,在探索居民价值共创行为维度的基础上,引入社会资本理论揭示主客互动对乡村居民价值共创行为的影响机制。研究一借助主题分析识别出乡村旅游地居民价值共创具有保护行为、参与行为、合作行为和协调行为4个维度。研究二运用实证研究发现,主客互动的两个维度(旅游信息分享和自我表露)正向驱动社会资本和居民价值共创行为,且社会资本的3个维度(社会网络、社会规范和社会信任)在两者之间发挥显著的中介作用;感知收益不仅能够促进旅游信息分享与社会资本的3个维度、自我表露与社会网络之间的正向关系,还会增强社会网络在旅游信息分享和居民价值共创行为关系间的传递效应。研究结论为主客互动对居民价值共创行为的影响提供了社会资本视角下的理论阐释,为乡村旅游地寻求价值共创路径提供了实证支持。
Residents’value co-creation behavior plays a crucial role in promoting the high-quality development of rural tourism.Previous studies have mainly explored the formation mechanism of tourists’value co-creation from the perspective of social exchange,while paying insufficient attention to residents’value co-creation behaviors.The vision of shared development makes the role of residents more prominent,and host-vip interaction is getting deeper.Therefore,evaluating the influence of host-vip interaction on rural residents’value co-creation behavior from the residents’perspective is a topic worthy of investigation.In this study,we used a mixed method to identify the multifaceted dimensions of residents’value co-creation behaviors and to reveal the mechanism by which host-vip interaction influenced rural residents’value co-creation behaviors.Through in-depth interviews and thematic analysis,study 1 identified four core dimensions of residents’value co-creation behaviors:protecting behavior,involving behavior,collaborating behavior,and harmonizing behavior.In study 2,by introducing social capital theory,a structural equation modeling approach was used to explore the mechanisms by which hostvip interaction influenced residents’value co-creation behaviors.The results showed that the two dimensions of host-vip interaction,namely,tourism information sharing and self-disclosure,are significant predictors of social capital and residents’value co-creation behaviors.The relationship between host-vip interaction and residents’value co-creation behaviors is mediated by the three dimensions of social capital,namely,social network,social norm,and social trust.Furthermore,the perceived benefit moderates the positive relationship between tourism information sharing and the three dimensions of social capital,self-disclosure and social network.Meanwhile,the perceived benefit also enhances the indirect relationship between tourism information sharing and residents’value co-creation behaviors through the social network.The results of this study make a valuable contribution to the literature by identifying the mechanism by which host-vip interaction influences residents’value co-creation behaviors.First,we identified four distinct dimensions of residents’value co-creation behaviors and developed appropriate measurement items,thereby complementing the extant literature on value co-creation theory.Second,we explored a new theoretical perspective regarding the transition from host-vip interaction to value co-creation in rural tourism by examining the mediating effects of social capital and the moderating role of perceived benefit.Social capital acts as a crucial bridge,facilitating the influence of host-vip interaction on value co-creation behaviors,while perceived benefit modifies the strength of this relationship.This study offers a novel perspective on the dynamics of value co-creation in rural tourism and highlights the importance of considering both social and economic factors.Third,our findings provided suggestions for managers of rural tourism destinations seeking to achieve harmonious host-vip relationships.Thus,the results of this study can inform high-quality development of rural tourism that satisfies the desires of both tourists and local residents.
作者
贾衍菊
祝铭瑶
林德荣
JIA Yanju;ZHU Mingyao;LIN Derong(Business School,Shandong Normal University,Jinan 250358,China;Economic Cooperation and Development Service Center of Zhenxing District,Dandong 118000,China;School of Management,Xiamen University,Xiamen 361005,China)
出处
《旅游学刊》
北大核心
2025年第3期71-84,共14页
Tourism Tribune
基金
国家自然科学基金项目“共享发展视角下主客乡村依恋的表征、动因及对旅游价值共创的影响”(72102131)
山东省自然科学基金项目“主客共享发展理念下乡村旅游地居民价值共创行为与协同体验研究”(ZR2024MG029)共同资助。
关键词
居民价值共创行为
主客互动
社会资本
感知收益
混合研究方法
residents’value co-creation behavior
host-vip interaction
social capital
perceived benefit
mixed research method
