The impact of resident value co-creation behavior on tourist citizenship behavior – a moderated mediation model
通过四个情境实验，研究了乡村旅游中居民价值共创行为如何通过道德提升和人际信任的中介作用，以及人际敏感性的调节作用，影响游客公民行为。
In rural tourism research, the interactive association between tourists and residents is a key area academic focus area. However, the mechanism that influences tourist citizenship behavior through resident value co-creation behavior requires further exploration. Guided by affective events theory, this study developed a conceptual model to examine and evaluate the association between resident value co-creation behavior and tourist citizenship behavior. Using four contextual experiments, the causal mechanisms and boundary conditions affecting this association were analyzed. It transpired that resident value co-creation behavior significantly enhanced tourist citizenship behavior, and moral elevation and interpersonal trust acted as mediators in this process, their simple and sequential chain mediating effects proving significant. Interpersonal sensitivity positively moderated the relationship between resident value co-creation behavior and tourist citizenship behavior, the simple mediating effect, and the sequential chain mediating effect of moral elevation and interpersonal trust. This study expands the application of affective events theory in rural tourism research, enriches the theoretical understanding of host–guest interactions and value co-creation research in the context of rural tourism, and provides practical insights for the design of rural tourism experience scenarios and activity planning, focusing on the construction of harmonious host–guest interactions.