How and why does place identity affect residents’ spontaneous culture conservation in ethnic tourism community? A value co-creation perspective

Abstract

Although residents’ value co-creation is critical for culture conservation and sustainable development in the ethnic tourism community, few studies have investigated the residents’ value co-creation mechanism. To fill this gap, this study proposes a conceptual model and tests the relationships among place identity, mediators (interaction attitude, responsibility, and innovation attitude), spontaneous culture conservation, and the moderators of self-efficacy using the latent-moderated structural equations approach. Results show that place identity is positively related to spontaneous culture conservation. In particular, only responsibility and innovation attitude mediate place identity’s effect on spontaneous culture conservation. In addition, self-efficacy moderates place identity’s indirect effect on spontaneous culture conservation through responsibility and innovation attitude. These findings help clarify the mechanism of residents’ value co-creation and promote the sustainable development of ethnic tourism communities.

Keywords:

• Value co-creation
• place identity
• spontaneous culture conservation
• self-efficacy
• resident

Disclosure statement

NONE. This manuscript has not been published or presented elsewhere in part or in entirety and is not under consideration by another journal. All study participants provided informed consent, and the study design was approved by the appropriate ethics review board. We have read and understood your journal’s policies, and we believe that neither the manuscript nor the study violates any of these. There are no conflicts of interest to declare.

Additional information

Funding

We thank the support provided by Humanities and Social Sciences Project of Ministry of Education in China (Grand Number: 20XJCZH010), Philosophy and Social Science Planning Project of Guizhou Province (Grand Number: 19GZQN12), Fundamental Research Funds for the Central Universities (Grand Number: 20720201060), and National Nature Science Foundation of China (Grand Number: 41861026, 42001154).

Notes on contributors

Yang Yang

Yang Yang, is a PhD candidate of School of Management at Xiamen University. His research interests include tourism community management, value co-creation, and tourism service management.

Shaoqin Wang

Shaoqin Wang, is a master degree candidate of School of Management at Xiamen University. Her research interests include organizational behavior in hospitality and tourism, value co-creation, and tourism service management.

Yi Cai

Yi Cai, PhD, is an assistant professor of School of Management Science at Guizhou University of Finance and Economics. His research interests include tourism geography, cultural geography, and ethnic community tourism.

Xing Zhou

Xing Zhou, PhD, is a professor of School of Management at Xiamen University. Her research interests include hospitality management, leadership, human resource management, and organizational behavior.