Value Co-Creation of Cultural Tourism Enterprises' Service Ecosystem in Digital Transformation: -- Case Study if Digital Shaanxi Tourism Group

This study focuses on how cultural tourism enterprises promote value co-creation in service ecosystems with the help of digital technology, taking digital Shaanxi tourism as the research object for case analysis, and exploring the evolution mechanism of value co-creation in tourism service ecosystem under the context of digital transformation by using the grounded method. It is found that digital technology plays an important facilitating role throughout the value co-creation process, coordinates the layout of multiple subjects in the system, and promotes resource sharing, which can improve the frequency and precision of demand communication and achieve cost reduction and efficiency. The market is a key factor influencing the value co-creation of the service ecosystem of cultural tourism enterprises, and plays a role of precision, coordination and adaptability from the bottom up, driving the integration of customer value, platform value and system value. This paper provides new theoretical insight into the evolutionary mechanism of value co-creation of cultural tourism enterprises' service ecosystem in digital transformation and provides an important practical reference for cultural tourism enterprises to improve their viability and strengthen their resilience.