"Good value for money"or"Happiness for heart":Research on The Balance Mechanism in the Co-Creation of Host and Guest Value in Rural Homestay
Homestay is an important form of business to drive rural economic growth,in which value co-creation of host and guest is the key to promoting the high-quality development.In the consumption of rural homestay,tourists not only pursue the material function named"good value for money",but also care about the non-material emotional experience named"happiness for heart".However,it is not clear in the existing literature whether material value perception is more important in daily operation of homestays or the non-material value perception.Besides,it is not known which of them can better stimulate the tourists'willingness to co-create value between host and guest.So it is meaningful to explore these problems which can help to alleviate the dilemma of homestay operators'choice and maximize tourists'willingness to revisit.Based on the value co-creation engagement model(VCCE)originated from the value co-creation DART model(including dialogue,access,risk,and transparency),this research combined the questionnaire survey and online experiment to explore how to stimulate tourists'willingness and behavior of value-co-create by balancing their material and non-material perceived values.Study 1 designed a scale according to the VCCE model,and conducted a questionnaire survey on homestay tourists in Taizhen Town,Zhejiang Province,which was aimed to verify path relationship and the role of sales promotion in the model.Study 2 consisted of two parts of the experiment,which was realized by recruiting participants online.First,we explored whether there was a significant difference in the willingness to engage value co-creation between the tourists who were in"happiness for the heart"consumption situation and ones in"value for money"consumption situation;Secondly,we tested whether there were any differences in the promotion preference between the two types of homestay tourists in different consumption situation.The research findings show that:(1)material value perception(including perceived accessibility and return on investment)and non-material value perception(including perceived interactivity and perceived fairness)have significant positive effects on willingness of value co-creation engagement,and the effect of perceived interactivity is the largest one.(2)Non-material value perception is more useful to stimulate tourists'willingness to value co-creation than material value perception,and tourists who are in"happiness for the heart"consumption situation are more willing to co-create value than those who are in"value for money"consumption situation prefer the type.(3)Both material sales promotion and non-material one play as a moderator between tourists'willingness of value co-creation and action of value co-creation.And we find that the tourists who checked in again have the traits:material promotion has greater effect on tourists who are in"happiness for the heart"consumption situation,while non-material promotion has greater effect on tourists who are in"value for money"consumption situation.This shows that there is a Zeigarnik effect.The theoretical contribution of the article is to expand the understanding of the impact mechanism between tourists'"perceived value—the willingness of value co-creation—the action of value co-creation"from the perspective of balancing material value perception and non-material value perception.Finally,this paper puts forward the following practical suggestions for mid-range rural homestays to realize high-quality development:(1)homestay should employ the Zeigarnik effect to promote tourists in order to meet their"completion obsession".(2)In order to improve tourists'willingness of value co-creation,the homestay should increase the level of host-guest interaction.(3)On the premise of meeting material needs,host or housekeeper should convey"sense of life"of the local to tourists and create a sense of immersion elsewhere.These suggestions provide new ideas for promoting rural revitalization with homestays as the starting point.
rural homestayvalue co-creationrelationship between host and gustmaterial value perceptionnon-material value perception
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