求同还是存异？地方认同与旅游者价值共创行为的关系研究

doi:10.13959/j.issn.1003-2398.2024.03.018

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Abstract This paper takes Huangshan Scenic Spot as the case site, constructs a moderated mediation model with the social exchange theory and the "environmental-stimulus-organism response" model, and introduces tourism involvement and restorative environmental perception into the research model as the mediating and moderating variable respectively, aiming to reveal the transmission mechanism and effect boundary of local identity on tourists' value co-creation behavior, in order to explore the "antinomy" law of local identity for tourists' value co-creation behavior. The research results show that: 1) local identity has an inverted Ushaped impact on tourists' value co-creation behavior; 2) local identity has an inverted U-shaped impact on tourism involvement, and tourism involvement plays a mediating role in the relationship between local identity and tourists' value co-creation behavior. 3) restorative environmental perception moderates the relationship between local identity and tourism involvement, and further moderates the effect of local identity indirectly affecting tourists' value co-creation behavior through tourism involvement. The obtained conclusions effectively improve and supplement the discussion on the mechanism of local identity, and this study provides a reference for promoting tourism destinations to build a tourism experience value co-creation mechanism.

Key words： local identity tourism involvement value co-creation behavior restorative environmental perception

Received: 21 September 2022

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K901

	Service

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	ZHAO Jin-jin
	LIU Bo

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ZHAO Jin-jin,LIU Bo. TO BE SAME, OR TO BE DIFFERENT? STUDY ON THE RELATIONSHIP BETWEEN LOCAL IDENTITY AND TOURISTS' VALUE CO-CREATION BEHAVIOR[J]. HUMAN GEOGRAPHY, 2024, 39(3): 172-182.

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http://rwdl.xisu.edu.cn/EN/10.13959/j.issn.1003-2398.2024.03.018 OR http://rwdl.xisu.edu.cn/EN/Y2024/V39/I3/172

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