Understanding the Value Co-creation Behavior of Rural Tourists:An Application of fsQCA
Promoting rural tourism development is an important way to achieve rural revitalisation and common prosperity.Tourists are facilitators and participants of rural tourism,whose participation in value co-creation is of great significance.However,previous research on tourists'value co-creation behaviors mostly explored the linear relationship between variables,with the complex mechanisms being insufficiently examined.Based on complexity theory,this study created a theoretical framework,where destination support(information support,emotional sup-port),personal psychological driving forces(self-efficacy,outcome expectation)and destination emotion(place identity,destination trust)are treated as condition variables and the value co-creation behaviors of rural tourists as outcome variable,and empirical tests were carried out using a survey questionnaire with fuzzy-set qualitative comparative analysis(fsQCA)analysis being employed.It finds that none of the six conditional variables can con-stitute a sufficiently necessary condition for tourists'value co-creation behavior;Six conditional variables together generate 64 path combinations,resulting in five paths that drive tourist participation in value co-creation behavior through three modes.These modes include perceived outcome value-driven,people-place emotional connection and people-place-environment integration driven.Among them,emotional support plays a significant role in influ-encing tourist value co-creation behavior.The study expands the research on value co-creation behavior,revealing the complex mechanisms of tourists value co-creation behaviors and provides a theoretical basis for promoting tourists'engagement in value co-creation behavior that enhance the tourist experience and promote rural tourism high-quality development.
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