Research On The Influence Of Interaction On Value Co-creation In Industrial Tourism

Accelerating industrial transformation and upgrading is an important guarantee for achieving sustainable social and economic development.Through the integration of various industries,the transformation and upgrading of the industry has become a major trend.In particular,the integration of industry and tourism,which is based on industrial tourism,has become an important breakthrough for industrial enterprises to achieve sustainable development.On the one hand,industrial tourism can enhance the communication and interaction between industrial enterprises and customers,and enhance the visibility of enterprises in the public.On the other hand,with industrial tourism,customers can further deepen their understanding of industrial enterprises and increase opportunities for customers to participate in corporate value creation.With the platform of industrial tourism,customers are no longer passive recipients of corporate products,and they are more eager to get personalized experiences in different scenarios.Customers hope to have more opportunities to participate in product development and production,and become a participant in corporate value creation.What companies need to do is how to use industrial tourism to involve more customers in value creation.On the basis of reviewing and arranging existing researches at home and abroad,this paper takes industrial tourism as the background,takes “interaction-experience value-value creation” as the main line,and uses experience value as a mediator to conduct research and issue questionnaires to customers.Finally,an empirical study is conducted on value creation.Among them,the interaction is divided into three aspects: “face” interaction between the customer and the enterprise,“point” interaction between the customer and the enterprise employee,and “intersection” interaction between the customer and the customer.The experience value is divided into three dimensions: emotional experience value,functional experience value and cognitive experience value.Before conducting an empirical analysis,we made the following assumptions: H1: Interaction has a positive impact on the value of emotional experience;H2: Interaction has a positive impact on the value of cognitive experience;H3: Interaction has a positive impact on the value of the functional experience;H4: Interaction has a positive impact on the value of experience;H5: Experience value has a positive impact on value creation;H6: Experience value plays a mediating role in the impact of interaction on value creation.Through the questionnaire collection,and using SPSS statistical software to verify the hypothesis one by one,the following conclusions are drawn: H1: Interaction has a positive impact on the value of emotional experience;H2: Interaction has a positive impact on the value of cognitive experience;H3: Interaction has a positive impact on the value of the functional experience;H4: Interaction has a positive impact on experience value;H5: Experience value has a positive impact on the willingness of value co-creation;H6: Experience value has a positive impact on the behavior of value co-creation;H7: Experience value has a positive impact on value creation;H8: Experience value plays a mediating role in the impact of interaction on value creation.But suppose H1a: customer-enterprise interaction has a positive impact on the emotional experience value;H2a: Customer-enterprise interaction has a positive impact on the value of cognitive experience;H3a: Customer-enterprise interaction has a positive impact on the value of functional experience;H6a: The positive impact of emotional experience value on the behavior of value co-creation does not hold.Based on the conclusions drawn from the data analysis,this study believes that companies need to do the following with the help of industrial tourism to allow more customers to participate in value creation:(1)Enrich the customer-enterprise interaction form from the experience means;(2)Strengthen interpersonal interaction and enhance customer experience value;(3)Pay attention to the role of customers in value creation,and guide customers to create value-creating behaviors;(4)Industrial tourism should play a platform role and promote multi-faceted value creation.