Proceedings of the 2024 6th International Conference on Literature, Art and Human Development (ICLAHD 2024)

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Design deepening path of non-heritage festival services: a study of the effect of DART strategy on positive customer behavior

Authors
Dehui Ye1, *, Ruzhen Li1
1Guilin University of Electronic Science and Technology, Guilin, 541000, China
*Corresponding author. Email: *2528821296@qq.com
Corresponding Author
Dehui Ye
Available Online 14 December 2024.
DOI
10.2991/978-2-38476-319-1_26How to use a DOI?
Keywords
DART strategy; Empowerment theory; Psychological ownership; Value co-creation behavior; Structural equation modeling
Abstract

The positive behavior of participants occupies a central position in the service design of NRM festivals. Service providers can optimize the service design system through the theory of value co-creation so as to improve service quality to obtain high profits. This study explores the impact of DART strategy on participants' value co-creation behaviors in non-heritage festival services through participants' empowerment and psychological ownership feelings in non-heritage festival services. Taking the Dong Duoye Festival as an example, five hypotheses were tested through structural equation modeling. The data show that DART strategy has a direct positive impact on participants' positive customer behavior. And the sense of empowerment and psychological ownership have a parallel mediating role and a chain mediating role in the effect of DART strategy on positive customer behavior. This research can help enterprises to increase the positive behaviors of tourists with the help of DART strategy, empowerment theory and psychological ownership theory, and optimize the non-heritage festival tourism service system.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 6th International Conference on Literature, Art and Human Development (ICLAHD 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 December 2024
ISBN
978-2-38476-319-1
ISSN
2352-5398
DOI
10.2991/978-2-38476-319-1_26How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dehui Ye
AU  - Ruzhen Li
PY  - 2024
DA  - 2024/12/14
TI  - Design deepening path of non-heritage festival services: a study of the effect of DART strategy on positive customer behavior
BT  - Proceedings of the 2024 6th International Conference on Literature, Art and Human Development (ICLAHD 2024)
PB  - Atlantis Press
SP  - 239
EP  - 247
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-319-1_26
DO  - 10.2991/978-2-38476-319-1_26
ID  - Ye2024
ER  -