Social capital and value co-creation in rural tourism:The mediating role of place attachment
Encouraging residents and tourists to actively implement value co-creation is an effective strategy to achieve shared development and improve people's well-being.Based on the cognitive-emotion-behavior theory,this study investigates the mediating effect of place attachment between social capital and value co-creation and host-guest differences by using structural equation model and multi-group analysis methods.The results show that:1)Social trust,social norms and social networks positively affect place dependence and place identity.Place dependence can positively affect information sharing,while place identity can positively influence helping.2)Place dependence plays a partial mediating role in the influence of social trust,social norms and so-cial networks on information sharing,while place identity plays a partial mediating role in the influence of social trust,social norms and social networks on helping.3)Multi-group analysis indicates that the influence of so-cial networks on place dependence is significant in the resident group,while the influence of social norms on place identity is significant only in the tourist group.Significant host-guest differences are verified in the influ-ence of social trust on place identity and place identity on helping,and those effects in resident group are more obvious.The findings of this study provide some theoretical and managemental implications to foster the value co-creation between residents and tourists in rural tourism destinations from the perspective of social capital.
value co-creationsocial capitalplace dependencehost-guest differencesrural tourism
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