旅游者选择民宿意愿的影响因素研究--基于大理古城的实证分析

Study on the Influencing Factors of Tourists'Willingness to Choose Homestay Based on the Empirical Analysis of Dali Ancient City

以云南省大理古城为研究区域,通过问卷调查、二元Logistic回归模型等方法,探究了旅游者选择民宿意愿的影响因素。结果表明:旅游者的年龄、受教育程度、月均收入,民宿的价格、网络评价及口碑对旅游者选择民宿意愿的影响显著,其中,旅游者的受教育程度、月均收入对民宿选择意愿具有正向影响,而旅游者的年龄,民宿价格、网络评价及口碑对民宿选择意愿具有负向影响。根据研究结果,提出了对策建议:民宿建筑设计应融合当地文化,并注重旅游者的体验性;民宿经营者应精准定位自身的消费群体,合理调整民宿价格;重视民宿的网络评价与口碑,以挖掘潜在旅游者。

Taking the Dali ancient city in Yunnan Province as the research area,this paper explored the influencing factors of tourists'willingness to choose homestay by means of questionnaire survey and binary Logistic regression model.The results show that the age,education level,average monthly income,homestay price,online evaluation and word-of-mouth of tourists have significant effects on the willingness to choose homestay.Among them,the education level and average monthly income of tourists have positive effects on the willingness to choose homestay,while the age of tourists,homestay price,online evaluation and word-of-mouth have negative effects on the willingness to choose homestay.According to the research conclusion,this paper puts forward countermeasures and suggestions:the architectural design of homestays should integrate local culture and pay attention to the experience of tourists;homestay operators should accurately position their own consumer groups and reasonably adjust the price of homestays;the online evaluation and word of mouth of homestays should be paid attention to tapping potential tourists.