服务主导逻辑视角下的民宿体验价值共创研究

Research on Value Co-creation of B&B Experience Based on the Perspective of S-D Logic

基于服务主导逻辑、价值共创和旅游体验的研究基础,文章挑选国内知名民宿品牌“山水间”作为研究对象,通过对顾客在携程网的在线评论进行内容分析和主题提炼,描述了主客价值共创实践的特定结果变量,其中,共创价值资源包括环境位置、装修设计、餐饮出品、卫生质量,共创价值结果则体现在体验感、满意度、忠诚度三个方面。文章从主客体验价值共创实践出发,在服务主导逻辑视角下观察主客体验价值共创各要素,促进了体验价值对顾客满意度、忠诚度的作用机理的探索。

Based on the research foundation of S-D logic,value co-creation and tourism experience,the paper selects the famous domestic B&B brand Shanshuijian as the object of study,and describes the specific outcome variables of the host-host value co-creation practice through content analysis and thematic refinement of customers'online reviews on Ctrip.com,where the co-creation value resources include environmental location,decoration design,food and beverage production,and hygiene quality.The results are reflected in the three aspects of experience,satisfaction and loyalty.The paper observes the elements of value co-creation between hosts and guests from the perspective of S-D logic,based on the practice of host-host experience value co-creation,and promotes the exploration of the mechanism of experience value on customer satisfaction and loyalty.