Research On The Influence Mechanism Of Value Co-creation Experience On Tourists’ Green Behavior

Since the concept of "sustainable development" was proposed in the last century,it has been a hot topic of discussion in the industry and academia.Sustainability issues are also important for tourism that relies on natural and cultural resources.Tourists’ behavior at the destination significantly affects the local resources and environmental protection.Therefore,how to promote green behavior of tourists and effectively improve the level of destination governance has become an important proposition for the tourism industry.The co-creating experience of tourists and tourism providers not only affects their perception of tourism services,but also has potential impacts on tourists’ behavior.However,existing research rarely discusses tourists’ green behavior from the perspective of value co-creation.Therefore,it is of theoretical and practical significance to explore how to improve the green behavior of tourists based on the co-creation of experience.On the basis of sorting out relevant literature such as green behavior and value co-creation experience,this study attempts to construct a new theoretical model of green behavior.The study was carried out through two sub-studies,using a mixed-method.Study 1 is a quantitative study,and the sample data of 441 Chinese tourists are collected through the online platform,and the theoretical model is empirically tested by the statistical software SPSS 23.0 and Mplus 7.0.The results of study 1 show that:(1)Co-creation of experience has a significant positive impact on satisfaction with travel experience and self-esteem,but has no significant impact on life satisfaction.(2)Tourists’ satisfaction with travel experience and self-esteem can significantly and positively affect tourists’ life satisfaction.(3)Life satisfaction has a significant positive impact on green behavior.(4)Tourists’ satisfaction with travel experience and selfesteem play a mediating role between tourists’ co-creation of experience and life satisfaction.(5)Life satisfaction does not play a mediating role between the co-creation of experience and green behavior.But life satisfaction plays a mediating role between satisfaction with travel experience and green behavior,and between self-esteem and green behavior.(6)Tourists’satisfaction with travel experience and life satisfaction play a chain mediating role between cocreation of experience and green behavior.Self-esteem and life satisfaction play a chain mediating role between the co-creation of experience and green behavior.Study 2 is a qualitative study.The content analysis of the in-depth interview data of 10 tourists,reveals the form and harvest of tourists’ participation in the value co-creation experience,supplements the problems that are difficult to solve in study 1,and deepens the conclusions of this paper.Study 2 found that:(1)The form of tourists’ co-creation of experience includes tourist participation and tourist feedback.(2)Co-creation of experience can arouse tourists’ perception of cognitive level(objective attribute perception of scenic spots,historical and cultural perception of scenic spots,and perception of hospitality of scenic spots),as well as emotional level perception of tourists(self-esteem,tourism satisfaction,emotional solidarity and psychological empowerment).(3)Cognitive and emotional perception can lead to tourists’positive behavioral intentions(customer loyalty,unexpected consumption,positive word of mouth,and green behavior).The above findings not only validate the results in the quantitative research,but also have implications for future research on green behavior.Based on the findings of this study,suggestions,and countermeasures for the sustainable development of tourism purposes are put forward from the perspectives of value co-creation,tourism satisfactio,n and life satisfaction,to provide reference a for relevant departments.