Digital Nomads' Perceived Value, Place Attachment, and Value Co-creation Behavior: A Case Study of DNA Digital Nomad Commune in Anji, Zhejiang

Yu Yao; Shengnan Wang; Nandou Pan; Man Zhang

doi:10.6918/IJOSSER.202504_8(4).0016

Authors

Yu Yao
Shengnan Wang
Nandou Pan
Man Zhang

DOI:

https://doi.org/10.6918/IJOSSER.202504_8(4).0016

Keywords:

Digital nomads; Perceived value; Place attachment; Value co - creation behavior; Mediating effect.

Abstract

With the rapid development of information technology and the rise of digital economy, digital nomads have gradually become a new way of life in the context of globalization. Based on the DNA digital nomad commune in Anji, Zhejiang Province, this paper explores the relationship between perceived value, place attachment and value co-creation behavior of digital nomads. Based on the SOR theory, this study collected data through questionnaire survey, and used SPSS and AMOS software to analyze the data, and then constructed and verified the theoretical model. It is found that the benefit perception and cost perception of digital nomads on tourism destinations significantly affect their value co-creation behavior. Among them, revenue perception has a positive impact on value co-creation behavior, while cost perception has a negative impact. Moreover, place attachment, as a mediator, significantly moderated the relationship between perceived value and value co-creation behavior. Specifically, both local identity and local dependence have a positive impact on value co-creation behavior, and local dependence has a positive impact on local identity, thus affecting value co-creation behavior. This study not only enriches the theory in the field of digital nomads, but also provides practical guidance for tourism destination management and service innovation. Future research can expand the scope of the sample and conduct long-term follow-up studies to better understand the behavior patterns and psychological needs of digital nomads.

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