The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this paper, utilizing the method of structural equation modeling (SEM), discusses the mechanism of the effects of tourist participation behavior and citizenship behavior on destination loyalty through each sub-dimension of perceived value. The results showed the following: (1) The participation behavior (in-role) and citizenship behavior (extra-role) of tourists affect different value dimensions. (2) The value co-created by tourists presents a hierarchical state from the primary to the higher level. Among the types of value, novelty and social value belong to the primary level while quality, economic, knowledge, and emotional value belong to the higher level. (3) Destination loyalty is driven not only by tourist behavior (in-role) but also by citizenship behavior (extra-role). Based on the perspective of role switching, this paper establishes the theoretical framework of role switching in the era of value co-creation and proposes some strategic suggestions for marketing transformation.

中文翻译：

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价值共创行为如何影响目的地忠诚度？角色转换视角

价值共创的概念带来了旅游者角色从价值接受者到生产者的转变。现有研究大多将价值共创行为作为单一维度，忽略了游客的角色转换。本文从价值共创行为的精确构成出发，利用结构方程模型（SEM）的方法，通过感知价值的各个子维度，探讨了旅游参与行为和公民行为对目的地忠诚度的影响机制。 . 结果表明：（1）游客的参与行为（in-role）和公民行为（extrarole）影响不同的价值维度。(2)旅游者共同创造的价值呈现出从初级到上级的等级状态。在价值类型中，新颖性和社会价值属于初级水平，质量、经济、知识和情感价值属于较高水平。(3) 目的地忠诚度不仅受旅游行为（角色内）的驱动，也受公民行为（角色外）的驱动。本文基于角色转换的视角，建立价值共创时代角色转换的理论框架，并提出营销转型的战略建议。