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

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 co-creation, 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.