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| THE VALUE CO-CREATION OF RESIDENT AND TOURIST IN URBAN FRINGE COMMUNITIES FROM TOURISM GAZE PERSPECTIVE |
| ZHANG Jiang-chi1, XIE Chao-wu1,2 |
1. College of Tourism, Huaqiao University, Quanzhou 362021, China;
2. Center for Tourism Safety & Security Research of China Tourism Academy, Quanzhou 362021, China |
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Abstract The influencing factors of residents-tourist value co-creation have gradually attracted scholars' attention, which is of great importance for promoting the development of destination and tourist experience quality. However, few research has empirical investigated the relationship between tourism gaze and residenttourist value co-creation, which serves as an important research gap need to be filled. Based on tourism gaze and value co-creation theory, this research examined the impact of tourism gaze (i.e., tourist gaze and host gaze) on residents-tourist value co-creation behavior from the perspective of host-guest interaction in urban fringe communities. A questionnaire survey was conducted in Xunpu, Quanzhou, Fujian, and a total of 369 valid respondents were obtained for data analysis. The statistical analysis techniques used were exploratory and confirmatory factor analysis, correlation analysis, and structural equation modeling. The results showed that:1) Tourist gaze positively predicted host gaze, that is, tourists' gaze projection and aesthetic experience on destinations triggered residents' reverse gaze; 2) Tourist gaze and host gaze positively predicted residentstourist value co- creation, and tourist gaze had a greater impact on residents- tourist value co- creation; 3) Place attachment completely mediated the impact of tourist gaze on resident-tourist value co-creation, as well as partial mediated the impact of host gaze on resident-tourist value co-creation; 4) Resident perceived value positively moderated the impact of tourist and host gaze on resident-tourist co-creation.
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Received: 18 December 2020
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2021, Vol. 36 
