Research On The Mechanism Of Package Tourists’ Value Co-creation Behavior

Package tour in China has encountered a series of management puzzles,such as vicious competition,difficult quality monitoring,frequent complaints,etc.Although the government has taken measures to regulate the market,improve information transparency and service quality,they failed to break the dilemma.Therefore,this study focuses on the value,and believes that the effective use of customer capability is the breakthrough to enhance the value of package tour,and guiding the value co-creation behavior of tourists has become an effective way to take advantage of customer capability.Based on this,this paper takes the value co-creation behavior of package tourists as the research object,to provide theoretical support for the travel agencies to build a platform for value co-creation and enhance the value of package tour through exploring the behavior of package tourists.In order to better undeastand thevalue co-creation behavior,the first step was to analyze the environment in which the behavior occurs.At the macro level,the development characteristics of package tour and its impact on the market and consumption should be clarified.In the medium view,the basic framework of value co-creation of package tour could be established,and the interactive environment and stage of package tourists’ value co-creation behavior needed to be clarified,which layed the foundation for the measurement and mechanism construction of package tourists’ value co-creation behavior.Then,to grasp the performance of package tourists’ value co-creation behavior,a measurement framework need to be established.Through participating in 5 package tour teams as a guide / leader,the applicability of the original measurement framework of package tourists’ value co-creation behavior was verified by observation and interview.In addition,based on the original theoretical framework,the extended case method was used to supplement and improve the content of package tourists’ value co-creation behavior.After that,1000 valid samples were collected to test the measurement framework of package tourists’ value co-creation behavior established by qualitative research.According to the different stages of the value co-creation chain,the in-depth interviews were carried out on the package tourists.178 relevant language abstracts were obtained from the 5participating teams and 15 people were visited after the journals,and the interview record was about 10000 words;at the same time,20 tourists were selected for interview by stratified sampling,and nearly 50000 words were obtained.Based on the results of the interview,the factors and internal relations of the value co-creation behavior mechanism of package tourists were analyzed,and the theoretical model and hypothesis were constructed by combining the existing theories.According to the market share ratio of mass group,special group and customized group in the package tour market,600 valid samples were obtained by stratified sampling with the ratio of 2:2:1,and the mechanism of package tourists’ value co-creation was verified by empirical study.At last,according to the analysis results of behavior mechanism,the platform of value co creation of package tour was analyzed,and some thoughts and suggestions on package tour management were put forward.The main conclusions are as follows:Firstly,the experience value is the goal and the platform construction is the key of the value co-creation of package tour.The value co-creation chain is formed by the value contact points of the interaction between the supply and demand sides,and is divided into four stages,namely,joint design,communication and transaction,experience co-creation and continuous creation;the package tourists’ value co-creation behavior exists in every node of the value co-creation chain,and they behave differently in different stages.Secondly,the scale of package tourists’ value co-creation behavior includes 10 dimensions:information search,information sharing,responsible behavior,interpersonal interaction,assistance and remedy,experience originality,feedback,advocacy,helping others and tolerance.Guided by the direct interests of package tourists’ behavior,it can be divided into three categories: spontaneous behavior,rational behavior and civil behavior.Thirdly,the mechanism of package tourists’ value co-creation behavior is as follows:(1)from the perspective of supply and demand sides,tourists’ gender,travel experience,travelling days,consumption standard,destination type,customized degree and internal group relationship directly affect the tourists’ value co-creation behavior.(2)Seen from the "motivation-effect" model,tourists’ attitudes(excluding citizenship behavior),subjective norms and perceived behavior control directly affect value co-creation behavior intention,and then co-creation behavior intention directly affects co-creation behavior,and finally co-creation behavior directly affects tourists’ perceived value.Meanwhile,co-creation behavior intention partially mediates the effects of relationship of perceived behavior control and co-creation behavior.(3)Interaction fairness,supplier quality and tour guide service quality all have significant regulatory effects on the relationship between co-creation behavior intention and behavior.Among them,supplier quality and tour guide service have interactive regulatory effects on the relationship between value co-creation rational behavior intention and behavior,citizen behavior intention and behavior.(4)Service response has a significant moderating effect on the relationship between value co-creation behavior and tourists’ perceived value.Fourthly,some enlightening thoughts on marketing were given: travel agencies could focus on developing the source market of customized package tour;industry environment is not the necessary factor for the generation of value co-creation behavior;the intention of package tourists’ value co-creation behavior is limited by their own initiative and ability(time,energy,etc.);the situational factors such as interactive fairness,supplier quality,tour guide service quality,have significant influence on value co-creation behavior,which run through the whole process of value co-creation;tourists’ perception should be enhanced by service response and timely and effective service response could enhance the influence of value co-creation behavior on perceived value.Lastly,value co-creation platform of package tour was built,and the "stage-behavior-method" of value co-creation was analyzed.Then some suggestions on the management were put forward,including integrating online and offline products throughout the whole process of production and marketing,controlling the overall situation of quality management and customer management,and improving the enthusiasm and sense of ownership of customers.