游客选择乡村民宿的意愿倾向及其营销启示

发布时间：2018-04-09 16:18

本文选题：乡村旅游　切入点：乡村民宿　出处：《西南民族大学学报(人文社科版)》2017年11期

【摘要】：民宿是近年来受台湾、日本民宿热影响而出现的新兴乡村旅游业态。具有浓厚的传统乡村特色、能提供10间客房和25人以下住宿服务、设施配套齐全的传统乡村民宿最能体现乡村旅游的本质特征。文章首先通过回顾民宿的起源、发展过程和国内外的研究现状,分析了传统乡村民宿的主要特点,然后从旅游消费者行为的角度构建研究模型,结合问卷调查数据量化分析了影响传统乡村民宿游客选择意愿的主要因素。研究显示:民宿的环境氛围是影响游客选择意愿的首要因素,民宿自身的品质是决定游客选择意愿的主要因素,品牌宣传是左右游客选择民宿的重要外因,游客的个人认知则是其选择意愿的重要内因。基于此,传统乡村民宿应该在环境氛围、服务质量和品牌营销上下功夫,努力提升民宿的综合价值。
[Abstract]:Residential accommodation is a new form of rural tourism, which has been affected by Taiwan and Japan in recent years.With strong traditional rural characteristics, can provide 10 guest rooms and 25 people less than the accommodation services, facilities complete traditional rural accommodation can best reflect the essential characteristics of rural tourism.Firstly, by reviewing the origin, development process and the current research situation at home and abroad, this paper analyzes the main characteristics of traditional rural lodging, and then constructs a research model from the perspective of tourist consumer behavior.Based on the questionnaire survey data, the paper analyzed the main factors that affect the choice intention of the traditional rural residents.The study shows that the environmental atmosphere is the primary factor that influences the tourists' willingness to choose, the quality of the lodging itself is the main factor that determines the tourists' willingness to choose, and the brand publicity is the important external factor that affects the tourists' choice of lodging.Tourists' personal cognition is an important internal factor of their choice intention.Based on this, traditional rural lodging should make great efforts in environmental atmosphere, service quality and brand marketing, and strive to promote the comprehensive value of residential accommodation.
【作者单位】：西南民族大学旅游与历史文化学院;日本熊本大学研究生院;
【基金】：国家社会科学基金项目“空间正义视角下生态移民聚落重构困境研究”(15BMZ095)阶段性成果
【分类号】：F320;F592;F719.2

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