【摘要】 为探究旅游者价值共创行为的影响机制，以计划行为理论和价值共创理论为基础，运用偏最小二乘结构方程模型(PLS-SEM)方法，基于地方情感和冰雪文化因素，提出相关假设，构建冰雪体育旅游者价值共创行为意向的影响机制模型。结果表明：1)冰雪文化和地方依恋变量的模型拓展是成功的，构建模型具有良好的信效度、解释力和交叉效度，整体模型的拟合优度良好。2)知觉行为控制对旅游者价值共创行为影响最大，其次为行为态度和冰雪文化。3)主观规范、知觉行为控制对冰雪体育旅游者价值共创行为意向和态度均具有显著正向影响。该研究为冰雪体育旅游目的地提供了切实有效的营销管理启示，同时为国内冰雪体育旅游可持续发展提供了必要的理论依据。更多还原

【Abstract】 In order to explore the influence mechanism of tourists’ value co-creation behavior, based on the theory of planned behavior and value co-creation theory, using partial least squares structural equation model(PLS-SEM), we put forward some relevant hypotheses and construct an influence mechanism model of winter sports tourists’ value co-creation behavior intention.The results show that: 1) The expansion of model of winter sports culture and local attachment variables is successful, the reliability and validity, explanatory power and cross-validity of the model are good, and the goodness of fit of the whole model is good.2) Perceptual behavior control has the greatest influence on tourists’ value co-creation behavior, followed by behavior attitude and winter sports culture.3) subjective norm and perceptual behavior control have significant positive effects on the intention and attitude of winter sports tourists’ value co-creation behavior.This study not only provides practical and effective marketing management inspiration for winter sports tourism destinations, but also provides a necessarily theoretical basis for the sustainable development of domestic winter sports tourism.更多还原