民宿游客感知价值、满意度及行为意向关系研究——以张家界为例

Relationships Among Tourists’ Perceived Value, Satisfaction and Behavioral Intention of Home Accommodation: A Case Study of Zhang Jiajie

民宿游客感知价值是在入住中对于民宿提供的产品和服务形成一定的自我感知对比。从主客互动的视角切入,提出假设并构建民宿游客感知价值与行为意向关系模型,通过实地调研获取数据,应用AMOS24.0统计分析构建结构方程模型并验证假设,研究民宿游客感知价值与满意度、行为意向的影响关系。结果表明,营造主客友谊关系利于民宿经营者与游客的利益互惠,利于提高民宿游客忠诚度,获取市场竞争优势,促进民宿旅游业的可持续发展。

Tourists’ perceived value of the home accommodation service is to form a certain self perceived comparison of the products and services provided by their accommodation experience. This article starts from the perspective of host and guest interaction, proposes hypotheses and constructs a model of the relationship between perceived value and behavioral intention.Data is obtained through field surveys, AMOS24.0 statistical analysis software is applied to construct structural equation models and verify hypotheses, the relationship between perceived value and satisfaction and the relationship between behavioral intentions and host-guest reciprocity are studied. The results show that creating host-guest friendships is beneficial to the mutual benefit of home accommodation suppliers and tourists, and is also conducive to the trust of tourists, market competitive advantages, and the sustainable development of home accommodation tourism.