顾客感知视角下民宿软实力构成要素研究

On the Elements of Soft Power of the B&Bs from the Perspective in Customers’ Perceptions

在乡村振兴战略和旅游消费升级的背景下,民宿供给与需求存在错位,处于高品质竞争阶段,民宿的发展急需转型升级。作为直接对客服务的小型住宿设施,顾客的感知对于民宿的发展起着重要的作用。研究采取扎根理论研究方法,基于上海、浙江湖州、福建霞浦等地25家民宿的1 239条评论进行梳理,并通过德尔菲法验证。研究表明,民宿软实力由民宿环境、文化氛围、服务质量、民宿管理和主人特质5个方面和20个构成因子组成。其中,文化氛围的打造对民宿软实力的影响最大,其次是服务质量。因此民宿主人要从生活美学的打造、服务创新方面提升民宿软实力,促进民宿可持续发展。

In the context of rural revitalization strategies and tourism consumption upgrades,there is a dislocation between the supply and demand of Bed and Breakfast(B&B),which is at a stage of high-quality competition.Therefore,transformation and upgrading are almost inevitable.As small accommodation facilities directly serving customers,B&Bs depend largely on the perception of customers’perceptions for their development.Based on the analysis of 1239 reviews of 25 B&Bs in Shanghai,Zhejiang,Fujian,and verified by Delphi method,the research adopts grounded theory and finds that the soft power of a B&Bs is mainly composed of five elements:environment,cultural atmosphere,service quality,management and host characteristics.Among them,the cultural atmosphere has the greatest impact on the soft power of B&Bs,followed by the quality of services.Therefore,B&Bs owners should enhance the soft power of B&Bs from the aspects of the creation of life aesthetics and the innovation of services,so as to promote the sustainable development of B&Bs.