A study of the impact of digital transformation on the microtourism experience

With the transformation of national tourism demand to diversification, experience and leisure, the micro-travel industry, which is characterized by short distance, short duration and high frequency, has been expanding. At the same time, the innovation of science and technology has also driven the cultural and tourism industry to undergo digital transformation. Therefore, it is of great significance to study how to enhance tourists' micro-travel experience in the context of digital transformation. This paper plans to take the theory of co-creation experience as the basis, combined with the S-O-R theoretical model, to construct the relationship model of micro-travel scene, co-creation experience and behavioral intention under digital transformation, to empirically analyze the path relationship among the three, and to provide empirical research for further enhancing tourists' micro-travel experience.