Complexity analysis about formation mechanism of residents’ value co-creation behavior in tourism communities: Based on the social embeddedness perspective

The interactive behavior between residents and tourists will directly affect tourists' consumption experience and tourism value perception, but few researchers pay attention to residents' value co-creation behavior. Based on the social embeddedness perspective, this paper constructs a theoretical model of value co-creation behavior driven by demographics, individual factors, and social embeddedness factors, using the fuzzy set Qualitative Comparative Analysis (fsQCA). The results showed that 25 pathways were found to promote residents' value co-creation behavior (RVCB), among which attitude towards the behavior, place attachment, subjective norms, and relational embeddedness were necessary conditions. Only one condition cannot drive residents to form value co-creation behavior. The factors influencing residents’ value co-creation behavior were complex and heterogeneous. Ultimately, this work expanded the research on value co-creation behavior and had an essential practical guide for the sustainable development of tourism destinations.