基于扎根理论的民宿游客满意度影响因素研究——以云南丽江连锁度假庭院为例

A Grounded Theory Approach to Influencing Factors of Tourist Satisfaction of Homestay——Case Studies of Resort Chains in Lijiang,Yunnan Province

以云南丽江阳光纳里、云山美地和花屿连锁度假庭院三大连锁品牌旗下民宿的携程网用户评价文本为研究对象,利用扎根理论进行分析,发现影响民宿游客满意度的52个影响因素,构建了"入住期望—无形服务—地方环境—有形产品—游后评价"5个维度的民宿游客满意度影响因素概念模型,借助ROST CM6软件词频统计分析功能发现对客态度是最核心的影响因素,并从游客视角为民宿业的整体优化和可持续发展提出针对性策略。

This paper takes the Ctrip user evaluation texts of the homestay under three resort chains （ Sunshine, Yunshan Beauty and Flower Island） as the research object and analyzes the root of the system by using the grounded theory. It finds 52 factors influencing the tourist satisfaction of homestay and builds a conceptual model of tourist satisfaction influencing factors composed of five dimensions, namely check-in expectations, intangible service, local environment, tangible products and evaluation after accommodation. With the aid of statistical analysis function of ROST CM6 software word frequency, this paper reveals that the attitude towards customers is the most centralinfluencing factor and proposes corresponding strategies for the overall optimization and sustainable development of the homestay industry in a visitor’s perspective.