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游客价值共创行为驱动因素的探索性分析
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Abstract:
游客作为旅游活动的主体，理解其价值共创行为的驱动因素对提升游客体验价值、促进景区可持续发展均具有重要的作用。研究收集了3次数据，基于动机的研究视角，开发了游客价值共创行为驱动因素量表，并进行了探索性分析。结果发现，游客价值共创行为是受信息动机、社交动机、利益动机、贡献动机、景区参与、成就动机等心理因素的驱动。进而，结合共创行为的参与过程，将游客价值共创行为分为信息获取行为(前)、参与互动行为(中)、评价反馈行为(后)三类，运用多元线性回归分析方法，实证揭示了不同阶段价值共创行为的驱动因素，以便旅游企业掌握不同价值共创阶段游客的心理动机。
As the main body of tourism activities, tourists have an important role in understanding the driving factors of their value co-creation behavior to enhance the value of tourists’ experience and promote the sustainable development of scenic spots. This study collected three data, based on the perspective of motivation research, developed a tourist value co-creation behavior driving factor scale, and conducted an exploratory analysis. It was found that the co-creation of tourist value is driven by information motivation, social motivation, interest motivation, contribution motivation, scenic spot participation, achievement motivation and other factors. Furthermore, combined with the participation process of co-creation behavior, the visitor value co-creation behavior is divided into three categories: information acquisition behavior (front), participation interaction behavior (middle), and evaluation feedback behavior (back). Multiple linear regression analysis method is used to empirically reveal. The driving factors of value co-creation behavior in different stages have been identified so that tourism companies can grasp the psychological motivation of tourists in different value co-creation stages.
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