旅游体验价值共创影响机理研究——以北京香山公园为例

顾客与企业共同创造价值是当前管理学、营销学研究的热点,但鲜见在旅游学中的研究。该文将价值共创理论运用到旅游学中,构建了旅游体验价值共创的前因影响要素、过程及结果之间内在影响机理的理论模型,并提出路径因果关系的假设。以北京香山公园游客调研数据为基础,运用因素分析、信度效度检验、积差相关分析及逐步回归分析方法进行实证检验。研究结果表明,游客的某些性格特质、领袖地位、信息交流意愿及景区供给因素与其参与旅游体验价值共创行为具有正相关性,而游客通过与景区共同创造价值会提升旅游体验质量,并产生积极的游后行为意向。据此,提出景区构建旅游体验价值共创机制的具体建议。

Study on Influence Mechanism of Visitor Experience Value Co-creation:A Case Study of Xiangshan Park in Beijing

Co-creation value between enterprises and customers is the study hotspot of management and marketing sciences recently,but is hardly applied in tourism science.This paper explored the application of co-creation value theory into tourism science.On the base of the results,the theoretical model of the intrinsic influence mechanism among the antecedents,process and results of visitor experience value co-creation was built,and the hypotheses was put forward.To test the hypothesis,factor analysis,reliability and validity test,pearson correlation analysis and stepwise multiple regression methods were performed.The analysis was based on the survey data of Xiangshan Park visitors.The result showed that visitors′ some personalities,leadership,information exchange intention and the supply conditions of tourism enterprises had a positive effect on visitors′ intention of participation in value co-creation.Visitors′ participation in value co-creation raised their experience quality and resulted in active behavior intention.Based on the results,the advice was proposed for tourism enterprises to construct the mechanism of visitors experience value co-creation.