Research On The Influence Mechanism Of Authentic Perception Of Ethnic Tourism Village Residents On Value Co-creation

Residents of ethnic tourism villages have multiple identities in tourism development,as part of the tourist viewing "landscape",as creators,inheritors and performers of ethnic culture,as hosts of tourist destinations,they have the most frequent contact and most extensive communication with tourists,and as important stakeholders sharing the fruits of tourism development,they have the deepest understanding and concern about tourism.As hosts of tourism destinations,they have the most frequent contact and communication with tourists,and as important stakeholders who share the fruits of tourism development,they have the deepest understanding and concern about tourism.The attitude of ethnic tourism village residents toward tourists and their ability to actively interact with tourists and invest the resources they have in the whole process of tourism have an important impact on tourists’ travel experience and satisfaction and loyalty,and are the important core competitiveness of tourism destinations,determining the high-quality development and sustainable development of ethnic tourism villages.For this reason,it is particularly important and urgent to study the value co-creation of ethnic tourism village residents.Based on the stimulus-organism-response theory and social exchange theory,and reviewing the domestic and international literature on the concepts of perception of authenticity,local attachment,and value co-creation,this paper proposes a research hypothesis and establishes a research model to explore the mechanism of the influence of perception of authenticity on willingness to value co-creation and the variability of demographic characteristics on each variable.In the empirical analysis,the residents of Zhaoxing Dong Village in Liping,Qiandongnan,Guizhou Province were selected as the specific research subjects and questionnaires were distributed and relevant analysis data were collected.The data from the samples collected in the pre-study and formal research were analyzed using SPSS26.0 and AMOS26.0 statistical software,mainly including factor analysis,reliability and validity tests,and structural equation modeling analysis to test the research hypotheses.The following conclusions were drawn:(1)perceptions of originality have a significant positive effect on willingness to create values,but perceptions of symbolic originality among originality do not have a significant effect on willingness to interact;(2)perceptions of originality significantly and positively affect place attachment,among which both cultural originality and symbolic originality significantly and positively affect place dependence and place identity;(3)place attachment significantly and positively affects willingness to create values,among which place dependence and place identity significantly and positively affects willingness to create values.(3)Place attachment significantly and positively affects willingness to co-create,where place dependence significantly and positively affects willingness to interpersonal interaction,and place identity significantly and positively affects willingness to share information,but place dependence does not significantly affect willingness to share information,and place identity does not significantly affect willingness to interpersonal interaction;(4)Place attachment has a mediating role in perception of originality and value co-create.(5)Demographic variables have differential effects on the parts of perception of originality,local attachment,and value co-creation.Based on the results of the empirical analysis,this paper purposefully proposes corresponding management suggestions for the case sites,such as balancing the supply and demand of authenticity,strengthening the creation of ethnic cultural atmosphere,enhancing the positive emotional attachment of residents,and giving play to the main position of residents in tourism development,in order to enhance the core competitiveness of the case sites,create a tourist destination with distinctive ethnic characteristics and unique style,and achieve long-term stable reputation and economic benefits The development.