Study On The Relationship Between Tourists’ Motivation For Community Participation And Community Value

In the era of digital economy,people share information and flow at a marginal cost close to zero,connecting people from all over the world at a faster speed.Interests and themes are important connecting points for people,and the community of interest becomes a new form of future organization;In the era of consumerism,people’s status and subjectivity are prominent.The sense of sovereignty of contemporary people is deepening and value co-creation is the new normal.After 90 s and 00,it gradually becomes the main force of travel consumption,From "customized by others" to "customized",Free,casual and high-price community travel will be loved and respected by people,and gradually become a new hot spot in tourism.In the glory of the times,the community of interest is born in time.The interest community has made up for the regret of the lack of "community consciousness",avoiding the situation of group loneliness,Constructing an intimate relationship between members,fully stimulating the initiative and creativity of members,fully motivate members’ initiative and creativity,and provide more opportunities for community members to interact.Is the best field for community members to achieve value creation.There are few related studies on the value of community tourism,and there is no systematic exploration.Therefore,the author believes that it is necessary to truly present the process of participating in the community tourism value creation driven by the motivation of the tourists.Through the interpretation of the tourists’ participation in the community tourism motivation and behavior logic,it is found that the tourists participate in the community tourism value creation mechanism.Based on this cognition,this paper focuses on the motivation logic behind the participation of tourists in community tourism and the value-creation mechanism hidden behind this logic.This study takes community travel as a research perspective,based on self-determination theory、social identity theory、technology acceptance model,construct "motivation-behavior-value".The main content of this thesis consists of three parts: firstly,through the literature review research on the common interest community,value co-creation and related theories,the theoretical basis of the research is laid out.The second part is based on the combination of interview method and document method to construct the community of tourists.The tourism motivation scale,and summarizes the motivation of tourists to participate in community tourism;the third part examines the structural equation model through questionnaire survey and empirical analysis to demonstrate the influence of tourists’ participation in community motivation on value co-creation.Based on the results of empirical research,we draw conclusions and propose the following three suggestions to promote the active participation of tourists in value creation and promote the healthy and orderly development of community tourism: Meet the motivation of community members to create a community atmosphere;to enhance the intimacy of community members Level,strengthen value creation;Inspire the vitality of the community tourism market and reshape the new tourism industry.