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乡村旅游发展随着新的资源观念的兴起和变化，单纯依靠当地自然资源的乡 村旅游胜地已难以在激烈的市场竞争中占据优势。游客作为拥有特定知识与体验 资源的主体，成为乡村旅游地不可或缺的宣传者和消费者。他们所掌握的独特信 息和经验，对于提升乡村旅游目的地的吸引力和竞争力起着至关重要，甚至是决 定性的作用。在此基础上，本文提出要在乡村旅游地开发过程中，寻求游客的参 与，共同创造价值。为此，本项目选择洛阳市栾川县潭头镇重渡沟风景区作为案 例地，通过考察主客互动对游客价值共创意向的作用机理，并通过引入“感知价 值”这一中介变量，进一步探究其作用机理，从而促进乡村旅游产业的有效发展。 本文首先回顾了乡村旅游领域中，关于主客互动、游客感知价值、价值共创 等方面的相关文献。在此基础上，运用社会交换理论、价值共创理论及 S-O-R 理论指导研究过程。通过深入分析和整合，提出一系列假设，并据此构建理论模 型。其次，运用 SPSS、AMOS 等统计软件，通过描述性统计分析、信效度检验、 关联分析以及结构方程模型等方法，得到了如下的结论：（1）乡村旅游中主客 互动是提升游客价值共创意愿的重要前因变量；（2）乡村旅游中主客互动对游 客感知价值有正向影响。信息互动和人际互动对游客感知价值有显著正向影响， 商品和服务互动对功能性价值和社会性价值有显著正向影响，但对情感性价值不 具有显著正向影响；（3）游客感知价值对价值共创意向有正向影响。其中功能 性价值不具有显著正向影响，情感性价值和社会性价值具有显著正向；（4）游 客感知价值在信息互动、人际互动与价值共创意愿的关系中起部分中介作用，功 能性价值、社会性价值在商品和服务互动对价值共创意愿的影响中有部分中介作 用，而情感性价值在商品和服务互动与价值共创意愿中不具有中介效应。 根据研究结论，为乡村旅游目的地更好地主客互动，提升游客感知价值，激 发游客参与价值共创的积极性本文提出了建议：（1）创新主客互动方式，增强 互动质效；（2）营造互动氛围，提高游客价值共创主动性；（3）满足游客需求， 提升游客感知价值。

With the rise and change of new resource concepts in the development of rural tourism, it is difficult for rural tourism resorts that rely solely on local natural resources to occupy an advantage in the fierce market competition. As the main body with specific knowledge and experience resources, tourists have become indispensable promoters and consumers of rural tourism destinations. Their unique information and experience play a crucial, even decisive, role in enhancing the attractiveness and competitiveness of rural tourism destinations. On this basis, this paper proposes to seek the participation of tourists in the development of rural tourism destinations and create value together. To this end, this project selects the Chongdugou Scenic Area in Tantou Town, Luanchuan County, Luoyang City as a case study, and further explores the mechanism of host-guest interaction on the co-creation of tourists' value by investigating the mechanism of host-guest interaction, and further exploring its mechanism by introducing the intermediary variable of "perceived value", so as to promote the effective development of the rural tourism industry. This paper first reviews the relevant literature on host-guest interaction, tourists' perceived value, and value co-creation in the field of rural tourism. On this basis, the social exchange theory, value co-creation theory and S-O-R theory are used to guide the research process. Thrin-depth analysis and integration, a series of hypotheses are developed and theoretical models are constructed based on them. Secondly, using SPSS、AMOS and other statistical software, through descriptive statistical analysis, reliability and validity test, correlation analysis and structural equation model, the following conclusions were obtained: (1) Host-guest interaction in rural tourism is an important antecedent variable to enhance tourists' willingness to co-create value; (2) The interaction between host and guest has a positive impact on tourists' perceived value in rural tourism. Information interaction and interpersonal interaction have a significant positive impact on tourists' perceived value, and the interaction of goods and services has a significant positive impact on functional value and social value, but has no significant positive impact on emotional value. (3) Tourists' perceived value has a positive impact on the value co-creation direction. Among them, functional value does not have a significant positive impact, while emotional value and social value have a significant positive effect. (4) Tourists' perceived value plays a partial mediating role in the relationship between information interaction, interpersonal interaction and value co-creation intention, functional value and social value play a partial mediating role in the influence of commodity and service interaction on value co-creation intention, while affective value does not have a mediating effect in the interaction between goods and services and value co-creation intention.

According to the research conclusions, this paper puts forward some suggestions for better host-guest interaction in rural tourism destinations, improving tourists' perceived value, and stimulating tourists' enthusiasm to participate in value co-creation: (1) Innovate the host-guest interaction mode and enhance the quality and efficiency of interaction; (2) Create an interactive atmosphere, improve the value of tourists, and create initiative; (3) Meet the needs of tourists and enhance the perceived value of tourists