基于游客感知与评价视角的乡村民宿旅游发展研究——以广州增城“万家旅舍”为例

A Research on Tourists' Perceived Value and Evaluation of Rural Lodging:A Case of “Ten Thousand Hostel″ in Zengcheng of Guangzhou

游客感知价值作为目的地竞争优势新来源,受到旅游学者广泛关注,伴随乡村民宿竞争日趋激烈,其游客感知价值研究亟需重视。以广州市增城区"万家旅舍"为例,在对乡村民宿游客感知价值进行维度划分的基础上,论证了游客对各维度及各指标实际感知和预期的差异。研究结果显示:乡村民宿游客感知价值包括5个维度:情感价值、服务价值、便利价值、参考价值和成本价值,其中,参考价值是乡村民宿游客感知价值的独特维度,但游客预期最高而实际感知最低,是当前乡村民宿旅游发展的劣势,急需重点改进;在游客感知价值测量指标中,民宿交通、房间价格、民宿氛围、乡村生活体验等指标呈正向发展态势,是当前乡村民宿旅游发展的优势所在,而客房整洁、参与乡村活动等指标属于弱势项目,有待进一步改善与提升。

Based on the data analysis software of SPSS22.0 and AMOS18.0, this paper selects ″Ten thousand Hostel″ in Zengcheng of Guangzhou as a study case, tries to explore the tourists′ perceived value evaluation system of rural lodging, and to explore the differences between tourists′ actual perception and expectations. It is found that tourists perceived value of rural lodging consists of five dimensions： emotional value, service value, convenience value, reference value and cost value. Among them, reference value is the limitation of rural lodging and is badly in need of improvement. In addition, the transportation, room price, the atmosphere of rural lodging, living with family and friends, as well as experiencing rural leisure life are the advantages of rural lodging tourism development, which should be maintained. Inversely, the projects of peasant food, clean room, self-catering, making own bed and experiencing leisure activities are its weaknesses, so further improvement is needed.