The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this paper, utilizing the method of structural equation modeling (SEM), discusses the mechanism of the effects of tourist participation behavior and citizenship behavior on destination loyalty through each sub-dimension of perceived value. The results showed the following: (1) The participation behavior (in-role) and citizenship behavior (extra-role) of tourists affect different value dimensions. (2) The value co-created by tourists presents a hierarchical state from the primary to the higher level. Among the types of value, novelty and social value belong to the primary level while quality, economic, knowledge, and emotional value belong to the higher level. (3) Destination loyalty is driven not only by tourist behavior (in-role) but also by citizenship behavior (extra-role). Based on the perspective of role switching, this paper establishes the theoretical framework of role switching in the era of value co-creation and proposes some strategic suggestions for marketing transformation.

This study investigates the effect of environmental regulation on green total factor productivity (GTFP) of marine economy in China. Environmental regulation can reduce environmental pollution, and it is the key to sustainable development, but we scarcely know its effects on marine economy. Although environmental regulation increases the cost of economic operation and reduces profits, it also can improve the productivity through stimulating more innovation activities. Therefore, the net effect of environmental regulation on productivity depends on the relative size of the two competitive effects. We present the following evidence on the basis of marine economy in China’s coastal provinces. (1) The GTFP of marine economy shows an upward trend. (2) Environmental regulation from investment and cost perspectives has a positive effect on GTFP of marine economy in the long term but not the short term, which supports the Porter hypothesis. (3) Environmental regulation has a single threshold effect on GTFP with environmental regulation, economic development level, and technological level as the threshold variable, respectively. The influence on GTFP can be significantly positively after crossing the threshold value. This study provides timely evidence and important policy implications for achieving a win-win situation between environmental protection and economic development through environmental regulation.