乡村民宿经营管理核心资源分析

An Analysis of the Core Resources in the Management of Rural Lodgings

本文通过"动机—消费行为—服务品质"模型的建立、问卷调查和资源基础理论的一般性分析,试图探讨发现民宿经营成功的核心资源,并期望通过研究说明不同核心资源对民宿经营成功的重要性。调查研究表明,经营者、乡村风情、价格和区位是民宿经营中的异质性核心资源,其中经营者和乡村风情是主要的竞争优势来源。

Based on the establishment of the model ＂motivationconsuming behavior-service quality＂, questionnaire survey and general analysis of basic theory of resources, the paper tries to discuss the core resources in the successful management of rural lodgings. It is expected to explain the importance of different core resources to the successful operations. The study indicates that the operators, rural mood, pricing and location are the heterogeneous core resources in which operators and rural mood are major competitive advantages.