A Comprehensive Evaluation Method for Tourism Value Co-creation Based on Fuzzy Analysis

With the development of the experience economy, tourists actively participate in the process of product production and service delivery to obtain experience value. From the perspective of tourist perception, this paper constructs a “Motivation-Behavior-Outcome” mechanism of tourist value co-creation using factor analysis, regression analysis, and fuzzy evaluation methods, based on the data collected in a recent survey. This paper has concluded that tourism enterprises should stimulate the motivation of tourist value co-creation, promote tourist value co-creation behavior, and enhance tourist experience value, for the purpose of achieving win-win cooperation between supply and demand, and promote the development of tourism industry.