This study examines and presents co-creation as a possible action to prevent the ongoing decline of the Naxi ethnic minority due to mass tourism and commercialization in their ancient hometown of Lijiang. A co-creation theoretical model was developed to examine the antecedents and outcomes of co-creation experiences. A questionnaire survey of visitors to the Old Town showed that should co-creation tourism experiences be presented with the involvement of greater interaction, involvement, and the ability to share experiences, this could significantly influence visitor satisfaction, visit intensity, and desire to return. Perceived authenticity would not positively affect co-creation experiences though, revealing a lack of understanding of what Naxi culture was. The study advances cultural tourism understanding revealing co-creation, with visitors engaged in the co-production of their experiences as a viable elucidation to secure sustainable tourism development at this ancient setting.

摘要

受大众旅游和旅游景点商业化影响大量纳西原住民已迁出世代居住的丽江古城。本研究探讨并呈现了体验共创可作为一项防止纳西人不断外迁的措施。为了检测旅游体验共创的前因和结果文章建立了一个体验共创的理论模型。一项对丽江古城游客的问卷调查显示如果共同创造的旅游体验能够呈现出更多的互动、参与和分享空间将会显著影响游客的满意度、游览强度以及重游意愿。然而由于缺乏对纳西文化的理解感知的文化真实性并不会积极地影响到旅游体验共创。本研究增进了对文化旅游的理解揭示了有游客参与合作生产的体验共创可确保在这个古老的环境中实现旅游业的可持续发展。