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| 参与型赛事旅游价值共创驱动因素及其非对称影响 |
| Driving Factors of Participation Event Tourism Value Co-creation and Their Impact- Asymmetry |
| Received:August 19, 2022 |
| DOI：10.12064/ssr.2022081901 |
| 中文关键词:参与型赛事旅游 体育旅游 价值共创 非对称影响 |
| 英文关键词:participation event tourism sports tourism value co-creation impact-asymmetry |
| 基金项目:国家社会科学基金项目(16BTY047) |
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| 中文摘要: |
| 随着社会的发展，体育赛事价值创造的核心正逐渐由注重“产品”转向注重“服务”，价值创造方式也由赛事组织者“单独完成”转向赛事游客与赛事组织者“共同创造”。基于价值共创理论与非对称理论，以参与型赛事旅游为研究对象，采用结构方程模型和虚拟变量回归的研究方法，对参与型赛事旅游价值共创驱动因素及其非对称影响进行研究，以揭示赛事游客参与价值共创的驱动因素及其作用机理。研究表明：独特需求动机、社会交往动机、休闲娱乐动机显著正向影响赛事游客价值共创行为，不同坐标象限中的驱动因素影响存在非对称性。研究结论打开了促发赛事游客共创行为的“黑箱”，对参与型赛事旅游的服务质量提升有重要的实践启示。 |
| 英文摘要: |
| With the development of society, the core of sports event value creation is gradually changing its focus from "products" to "services", and the way of value creation is also changing from "completed alone" by event organizations to "co-created" by sports event tourists and organizations. Based on the value co-creation theory and the asymmetric theory, and the structural equation model and the dummy variable regression method, this paper analyzed the driving factors of tourism value co-creation in the participation events and their asymmetric impacts, so as to reveal the driving factors and the mechanism of event tourists′ participating in value co-creation. The results show that unique demand motivation, social interaction motivation and leisure and entertainment motivation have a significant and positive impact on tourists′ value co-creation behavior, and the influence of driving factors in different coordinate quadrants is asymmetric. The research opens a "black box" to promote the co-creation behavior among event tourists, and has important practical implications for the improvement of participation event tourism service quality. |
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