Research On Rural Tourism Experience Based On Value Co-creation

In the new era,the contradiction between the growing demand for better life and the unbalanced development of the people has become the main contradiction of socialism in China.In order to solve the problem of imbalance between urban and rural development,the nineteen major reports put forward the strategy of Rural Revitalization.In recent years,rural tourism as a new industrial form in rural areas,because it can promote the flow of urban and rural factors,promote the development of rural economy,improve the income of farmers,and solve the problem of farmers' employment has gradually become an important way and effective means to implement the strategy of Rural Revitalization.With the advent of the experience economy era,the demand for tourists is more individualized,diversified,quality and hierarchical,so rural tourism in China needs to be transformed and upgraded.The theory of value creation has changed the way of enterprise's traditional value creation.It advocates making full use of the consumer's own resources,guiding it to participate in the various links of value creation,such as R & D,design,marketing and propaganda of the enterprise products,insisting on creating the consumption experience as the core,and creating the interaction among the members of the network as the main realization.Way.This paper tries to make use of the theory of value creation based on consumer experience proposed by Prahalad and Ramaswamy,and to promote the transformation and upgrading of rural tourism through the study of the mechanism of tourists' participation in the experience of value creation in rural tourism.On the basis of previous theoretical research,this paper first analyzes the mechanism of experience value creation in rural tourism,and considers that the participation of tourists is the key to the value creation of rural tourism experience.Secondly,based on the participation of tourists,this paper constructs the mechanism model of tourists' participation in rural tourism experience from three aspects of participation motivation,participation process and participation results,and then puts forward 32 research hypotheses.Then,through the questionnaire design,sample selection,field research,data analysis and so on,the theoretical model and research construction are tested.In this paper,20 leisure agriculture and rural tourism demonstration sitesselected by Shandong Province in 2017 were selected as samples,and 1715 valid questionnaires were finally obtained.Through the use of SPSS23.0 reliability analysis,validity analysis,correlation analysis,regression analysis,the conclusion is drawn.The research results show that the mechanism model of tourist participation in rural tourism experience value co construction is reasonable,and the hypothesis is basically established.Finally,the article summarizes the research,points out the shortcomings of the research,and puts forward the prospect for future research.