民宿业功能一致性对房客再消费意愿的影响研究

Research on the effect of functional congruity on the repurchase intention of guests in the homestay industry

文章对民宿内功能一致性与房客再消费意愿进行相关研究,并引入房客满意度作为中介变量,采用问卷调查法获取数据,回归分析法取得分析结果。研究结果表明功能一致性能直接影响房客的再消费意愿,满意度在两者间起着部分中介的作用。因此民宿经营者在宣传民宿的产品和服务时,需要保证所宣传产品和服务的真实性,降低房客的心理落差感,提升功能一致性感知。

This research studies the correlation between the functional congruity of the homestay and the re-consumption intention of the guests,and introduces guest satisfaction as an intermediary variable.The questionnaire survey method was used to obtain data,and the regression analysis method was used to obtain analysis results.The results show that functional congruity directly affects tenants'willingness to re-consume,and satisfaction plays a partial mediating role in the relationship between the two.Therefore,when promoting the products and services of homestays,homestay operators need to ensure the authenticity of the products and services they promote,reduce the psychological gap of guests,and improve the perception of functional consistency.