乡村民宿体验对消费者感知评价的影响

Effects of Rural Homestays Experience on Consumer Perception Evaluation

巨大的市场需求和国家层面多维度的政策支持,使民宿产业作为乡村振兴的突破点迅速崛起。然而,当前我国民宿产业尚未成熟,面对着来自滥竽充数的民宿和精品酒店的双重压力。深入了解民宿体验对消费者感知评价的影响机制,发掘民宿区分于酒店的核心竞争力是推动民宿产业占有市场并保持活力的关键。本文划分民宿服务体验为服务产品体验、服务传递体验和服务环境体验3个因子,通过构建结构方程模型,关联检验民宿体验对消费者忠诚度的影响,并将各个因子的影响程度与酒店进行对比分析。此外,本文还验证了消费者满意度在“民宿体验→忠诚度”中的中介效应。依据研究结果,分析得出了乡村民宿的核心竞争力,为我国民宿产业的发展提出了针对性的对策。

The huge market demand and the national level multi-dimensional policy have made the homestay industry developed rapidly as a breakthrough point for rural revitalization.However,at present,China's homestay industry is not mature yet,and it is facing double pressures from unqualified commercial homestays and boutique hotels.Deepen understanding the impact of the homestay experience on consumer perception evaluation,and exploring the core competitiveness of homestays which are different from hotels are the keys to promoting the homestay industry to occupy the market and maintain vitality.This paper divided homestay service experience into three factors:service product experience,service delivery experience and service environment experience,as well as examined the impact of homestay experience on consumer loyalty,and compared the impact of various factors with hotels.In addition,this paper also verified the mediating effect of consumer satisfaction in the“homestay experience→loyalty”.According to the research results,the paper analyzes the core competitiveness of the rural homestay,and puts forward specific suggestions for the development of the homestay industry in China.