旅游经济学视角下乡村民宿市场研究

On the Rural B&B Market from the Perspective of Tourism Economics

随着"自由行"的大肆兴起,"驴友"、"背包客"及家庭自驾旅行方式的出现,回归自然、感受传统文化的需求日趋强烈,民宿也日益成为投资旅游产业的新宠.如何通过市场需求确定最优投资组合,实现经济效益最大化成为研究乡村民宿发展的重要问题.基于社会网络分析法和政府报告数据,预估未来几年民宿市场的发展态势,研究发现:成都、北京、杭州等大城市对民宿的需求较其他省市更旺,高性价比、高品质、个性化、多元化、网络化营销的民宿将更受青睐;通过市场需求和往年数据来确定最优投资组合,灵活调价,以拓展盈利空间;通过分散投资和差异性投资,可分散投资风险;注重主人情怀,讲好民宿故事,能赋予民宿经济附加值.研究为乡村民宿确定最优投资方式及市场营销提供了理论参考和实践指导意义.

In the background of the sharing economy, various sharing platforms including Airbnb, Didi Chuxing and Xianyu have emerged as if they are springing up, and tourism has also become an important area for the development of the shared economy. With the rapid development of rural tourism, the B＆B industry is increasingly becoming the new darling of the investment tourism industry. How to determine the optimal investment portfolio through market demand and maximize economic efficiency？ It＇s an important question for researchers. Based on social network analysis and government report data, this study found that： （1） Chengdu, Beijing, Hangzhou and other big cities have more demand for B＆B than other provinces and cities. The cost effective, high quality, personalized, diversified and networked B＆B will be more popular; （2） Enterprises can determine the optimal investment portfolio through market demand and previous years data, flexibly adjust prices, and expand profitability; （3） Diversify investment risk through diversification of investment and differential investment; （4） Pay attention to investing in the owner＇s emotions and telling the story of the hotel. This will give the added value of the B＆B.