数字化场景营造对游客价值共创行为的影响机制  

On the Impact Mechanism of Digital Scenario Construction on Tourists'Value Co-Creation Behaviors

作　　者：张琰飞[1] 仲伟佳 朱海英[1] Zhang Yanfei;Zhong Weijia;Zhu Haiying(College of Business,Jishou University,Jishou,Hunan 416000,China)

机构地区：[1]吉首大学商学院,湖南吉首416000

出　　处：《西部经济管理论坛》2025年第2期65-75,共11页West Forum on Economy and Management

基　　金：国家自然科学基金项目“共同富裕目标下武陵山区乡村旅游系统价值共创的行为、效应与治理机制研究”(72463009);国家自然科学基金项目“乡村旅游利益主体间关系网络演化与协同治理机制研究”(71963014);湖南省自然科学基金项目“共同富裕目标下乡村旅游系统价值共创的演化、效应与治理机制研究”(2024JJ7390);湖南省教育厅重点科研项目“共同富裕导向下湘西地区乡村旅游多元主体价值共创机制与路径研究”(23A0402);湖南西部经济研究基地“数字经济背景下文旅融合景区价值共创影响机制研究”(XBJJ2323)。

摘　　要：数字技术赋能旅游场景营造的持续创新,对游客价值共创行为和旅游产业高质量发展具有重要价值。文章以西安为案例地,通过扎根理论研究数字化场景营造对游客价值共创行为的影响机制。研究发现:景区数字化场景营造对游客的价值共创行为具有显著影响,当景区提供的数字化场景满足游客的期望和需求时,游客更倾向于进行推荐、分享等价值共创行为;游客在数字化场景中获得良好感官体验和心流体验后,更愿意进行再次体验、旅游推荐等价值共创行为。为推动旅游产业高质量发展,文章提出旅游场景营造要提升数字化场景体验价值、凸显数字化场景的文化特色、优化数字化服务流程、打造数字化联动营销体系。The continuous innovation of digital technology in tourism scenario construction is pivotal for fostering tourists'value co-creation behaviors and advancing the high-quality development of tourism industries.Taking Xi'an as a case study,this article employs grounded theory analysis to investigate the impact mechanism of digital scenario construction on tourists'value co-creation behaviors.Findings reveal that digital scenario construction in tourist attractions significantly influences tourists'value co-creation behaviors.When the digital scenarios align with tourists'expectations and needs,they are more inclined to engage in behaviors such as recommending and sharing.Additionally,tourists who gain positive sensory and flow experiences through digital scenarios demonstrate greater willingness to participate in value cocreation,including repeat visits and tourism recommendations.To enhance the tourism industries'development,this article suggests prioritizing the experiential value of digital scenarios,emphasizing cultural distinctiveness,refining digital service processes,and establishing integrated digital marketing systems.

关 键 词：数字化场景营造 游客体验 游客价值共创行为 影响机制 扎根理论 

分 类 号：F713[经济管理—产业经济] F592