民族旅游地民居客栈经营的关键因素研究——以世界遗产地丽江古城为例

Key Factors of Family Hotel Business in Ethnic Tourism Places:Taking Old Town of Lijiang as an Example

旅游体验满意是衡量旅游者忠诚与重顾的关键因素。旅游者对以世界文化遗产地丽江古城的民居客栈体验的网络评价,主要涉及了"家"、整洁、舒适、环境、房间陈设、位置等六个方面,这些都是影响民居客栈成功经营的关键因素。但是就旅游者体验来说,这些因素明显缺乏了地方文化的展现与创新。基于此,文章从酒店化与专业化、家庭化与生活化、文化化与乡野化的视域上重新设计了民居客栈经营发展的创新模式,凸显出民居客栈产品与酒店产品的差异性,创建一种独具地方特色的民居品牌,助推民居经营的永续发展。

Tourist experience satisfaction is a key factor to measure tourists＇ loyalty and repeat patronage. Tourists＇ online reviews on family hotels in Old Town of Lijiang, one of the World Cultural Heritages, mainly involve six key factors as the family, tidiness, comfort, environment, room furnishings and location, on which family hotel business of the place largely depends. As for tourists＇ experience, however, these factors are lack of the display and innovation of local culture. In this case, this paper redesigns an innovative mode for the development of family hotel business from the perspectives of hotealization, familization, lifelization, culturalization and ruralization of family hotel, and highlights the differences between family hotel and hotel in order to help it to build into a special brand with unique local characteristics and promote the sustainable development of the business.