Influencing Factors and Combination Paths of Value Co-creation of Rural Homestay:Based on the Fuzzy-sets Qualitative Comparative Analysis
Value co-creation in rural homestay is an important path to promote rural revitalization and the sustainable development of the rural homestay industry.Based on the background of Chinese modernization and according to the questionnaire survey data of Xidi and Hongcun in Huangshan City,this paper investigates multiple factors influencing consumer value co-creation in rural homestay from a holistic perspective,discovers combination paths that affect high or low value co-creation in the context of rural homestay by the means of the fuzzy-set qualitative comparative analysis(fsQCA).The findings are as followings:1)According to the single-factor analysis,perceived service equity can be regarded as a necessary condition for facilitating value co-creation of rural homestay.2)Among the combined paths of high-value co-creation of rural homestay,there are three combinations of sufficient conditions to form a good explanatory power,but there are also two combination paths of low-value co-creation.3)Trust and perceived service equity are crucial in the formation of high-value co-creation in rural homestay.This research theoretically and practically contributes to the high-quality and sustainable development of rural homestay.
rural homestayvalue co-creationperceived service equityrural revitalizationhigh-quality development
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