The Effect of Resident Value Co-creation Behavior of Tourist Citizenship Behavior:The Role of Tourist Grati-tude and Trait Cynicism
With the increasingly competition of market environment,the marketing paradigm of destination is changing from value pro-vision to value co-creation,which requires tourists to actively par-ticipate in the product design,development,and consumption expe-rience.In return,a growing body of research begins to pay attention to tourist citizenship behavior.Specifically,host-tourist interaction literature that is mainly based on cognitive perspective,views tour-ist citizenship behavior as the result of benefits exchange between service providers and tourists.However,the benefits exchange in practice can't accurately describe the relationship between host and tourist,since there is a certain emotional connection between host and tourist beyond the benefits exchange.To address above gap,this study,grounded in affective events theory,conducted a moderated mediation model in which tourist gratitude mediated the link between resident value co-creation behavior and tourist citizenship behavior(recommend,help,feedback),while cynicism moderated the relation-ship between resident value co-creation and tourist gratitude.Based on the empirical analyses of 491 samples from Mount Wuyi,this study achieves some meaningful conclusions.First,as a set of positive affective event in host-tourist interaction,resident value co-creation behavior can induce tourist gratitude.Second,tourist gratitude can be an effective way to transmit the link between res-ident value co-creation behavior and tourist citizenship behavior,such that resident value co-creation behavior arouses tourist grat-itude and further boosts tourist citizenship behavior(recommend,help,and feedback).Third,the relationship between resident value co-creation behavior and tourist gratitude is affected by trait cyn-icism,such that the positive relationship between resident value co-creation behavior and tourist gratitude is weaker when the level of trait cynicism is high.Additionally,trait cynicism moderates the indirect effect of resident value co-creation behavior on tourist citizenship behavior(recommend,help,and feedback)via tourist gratitude,such that the indirect effect is weaker among tourists with high level of trait cynicism.This study primarily contributes theoretically to the host-tourist interaction literature.First,this study attempts to use affective events theory to explore the driving process of tourists citizenship behavior,which provides an example for the application of this the-ory in host-tourist interaction and promotes the development of this theory by expanding individual affective responses from general emotion(positive emotion vs negative emotion)to specific emotions(feeling of gratitude).Second,this study extends the transmitting mechanism of resident value co-creation behavior promoting tourist citizenship behavior tourist citizenship behavior from cognitive perspective to emotional perspective,which enrich the literature concerning motivation of tourist citizenship behavior and provides new ideas for future study to explore the host-tourist relationship.Finally,the model constructed in this study provides an analytical framework for subsequent research on resident-tourist interaction.The present study also offers insights for the tourism sector,as it examines whether and how resident value co-creation behavior influences tourist citizenship behavior.Considering the significant role of tourist citizenship behavior in tourism destination,the find-ings in this study provide strategies that could help destination man-agers maximize the effects of resident value co-creation behavior,such as empowering tourism development via the construction of spiritual civilization,building harmonious host-tourist relationship,and identifying obstacles in Chinese traditional culture.
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