A study on the influencing factors of value co-destruction behavior in tourism interaction from the perspective of customer subjective fitting

ABSTRACT

Based on a systematic literature review of value co-destruction in tourism industry and on the analysis of person-environment fit theory, this paper constructs a conceptual model of surface-level fit and deep-level fit factors and value co-destruction behavior. The structural equation model analysis of the data of 369 valid questionnaires found that deep-level fit factors, including communication style differences, knowledge base compatibility and goal congruence, have significant impacts on value co-destruction behavior, while the effects of surface-level fit factors are not significant. The research conclusions have certain enlightening significance for tourism enterprises to intervene in value co-destruction behavior.

KEYWORDS:

• Value co-destruction behavior
• person-environment fit theory
• surface-level fit
• deep-level fit
• communication style differences
• task orientation
• interaction orientation
• knowledge base compatibility
• goal congruence
• tourism interaction

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This study was supported by grants from the National Natural Science Foundation of China (No. 71802052 to Xinhua Guan; No. 71972054 to Jiamin Peng), the Natural Science Foundation of the Guangdong Province of China (No. 2019A1515011494 to Jiamin Peng), and the Philosophy and Social Science Planning Project of Guangdong Province, China (No. GD17YGL05 to Jiamin Peng).