后疫情时代民宿游客感知价值、满意度与行为意向的关系研究

Homestay Tourists’ Perceived Value,Satisfaction,and Behavioral Intentions in the Post-Pandemic Era

本文从感知价值的角度切入,构建民宿游客感知价值维度,根据“认知—情感—意向”关系理论,以游客满意度为中介变量,探究民宿游客感知价值对其行为意向的影响机制。本文使用结构方程模型(SEM)对概念模型和研究假设进行检验,实证研究结果显示:民宿游客感知价值是一个包含多维度因子结构的二阶因子,可以强化游客行为意向,故应在重视民宿硬件设施的基础上丰富民宿产品价值创造层次,以期带给游客超预期的价值体验;民宿游客满意度可以强化游客行为,并在感知价值与行为意向之间起中介作用,故在打造民宿产品时要关注游客满意度指标,以期提升游客的重游和推荐倾向。

Based on the concept of perceived value, this paper investigates the dimensionality of homestay tourists’ perceived value. Drawing on the relationship theory of“perception emotion intention”, this paper sets tourists’ satisfaction as a mediating variable and probes into the mechanism underlying the influence of homestay tourists’ perceived value on behavioral intentions. Structural equation modeling(SEM) is used to empirically test the proposed model and hypotheses therein. The results show that: homestay tourists’ perceived value is a second-order construct with a multi-dimensional factor structure which can facilitate tourists’ behavioral intentions. Hence, it is suggested to enhance the value creation level of homestay products by paying special attention to the supporting hardware facilities of homestay, so as to bring tourists more value experience than expected;homestay tourists’ satisfaction can strengthen tourists’ behavioral intention and play a mediating effect on the relationship between perceived value and behavioral intentions.Thus, practitioners should place special focus on the variations of homestay tourists’ satisfaction, so as to facilitate tourists’ revisit and recommendation decisions.