Analysis on the motivation of tourist value co-creation in museum tourism

In the era of experience economy, tourists gradually change from passive booking value consumers to active value co-creators. In order to meet this change and promote sustainable development, it is necessary to clarify how tourists can create value through local practice. Accordingly, this paper adopts structural equation modeling, based on cognitive evaluation theory, and takes Xi′an Beilin Museum as an example to construct research model including experience value perception, place attachment, tourism involvement and value co-creation behavior. The results show that: There is a significant positive correlation between experience value perception and value co-creation behavior; Place attachment plays an intermediary role between experiential value perception and value co-creation behavior; Tourism involvement positively regulates the predictive effect of experience value perception on place attachment. The article also uses customer-dominant logic (C-D) to discuss the influencing factors and formation paths of tourists′ value co-creation behavior from the perspective of individual emotions, and to provide management suggestions for promoting the sustainable development of scenic spots.