基于游客的消费意愿对发展民宿业的研究

Research on the development of homestay industry based on tourists' consumption intention

笔者在本研究中通过随机调查的方式获得574份有效问卷,利用问卷数据,构建二元Logistic回归模型,对游客选择民宿的消费意愿影响因素进行了分析,结论如下:"职业"、"服务态度好的民宿"、"具有独特建筑风格和特色装潢的民宿"、"民宿价格"、"民宿所处地理位置"、"民宿基础设施"、"民宿环境"、"民宿安全性"等因素对消费意愿呈显著正向影响;"更信任预定民宿的APP中评价更高的民宿"对消费意愿呈显著负向影响;"性别"、"年龄"、"月收入"、"民宿具有故事"、"亲友推荐的民宿会让我更加信任"、"更信任旅游博主和旅游攻略宣传中所推荐的民宿"等因素对消费意愿的影响无显著影响,并针对研究结果,从民宿从业者、政府的相关政策支持等方面对发展民宿产业提出对策与建议。

The author obtains 574 valid questionnaires by random surveys in this study, and by using the questionnaire data,builds a binary Logistic regression model, and analyzes influence factors of visitors＇ willingness to consume about a homestay facility,The conclusion is as follows： ＂professional＂ ,＂service attitude good home stay facility＂ , ＂has a unique architectural style and decoration of the home stay facility＂, ＂the price of a home stay facility＂ , ＂the geographical position of a home stay facility＂ , ＂home stay facility infrastructure＂ ,＂home environment＂,＂security＂ of a home stay facility on willingness to consume have significant positive influence; ＂Higher evaluation of homestay in apps that have more trust in booking homestay＂ has a significant negative effect on consumption intention; ＂Gender＂,＂age＂,＂income＂,＂home stay facility has the story＂, ＂recommended by friends and family home stay facility will make me more confidence＂, and,＂more trust bloggers and tourism strategy recommended in the propaganda of the home stay facility＂ have no significant influence on the willingness to spend, and according to the results of the study, from homestay practitioners, government policy support for the development of homestay industry countermeasures and suggestions are put forward.