游客感知价值视角下地方特色民宿体验研究--以福建南靖县为例

A Study of Local Homestay under the Perspective of Tourists’Value Perception:Taking Nanjing County,Fujian Province as an Example

随着我国旅游业的发展,民宿作为旅游体验的新业态已经引起了学界重视,闽南地区特色民宿依托土楼建筑经营,是游客体验客家文化的重要形式。文章基于游客感知价值理论,通过实证研究系统分析闽南地区土楼民宿发展的现状和困境。研究发现,文化审美价值是影响游客总体满意度最关键的因素,社会实现价值的重要性次之,之后依次是服务功能价值和休闲愉悦价值。服务功能价值在民宿服务、硬件设施、卫生状况等评价指标上存在的不足是导致游客总体满意度不高的主要原因。针对土楼民宿存在的问题提出了立足本土文化,发挥在地性优势;增强服务意识,加强主客沟通;升级硬件设施,改善民宿环境;挖掘本土文化,打造民宿特色的策略。

With the development of China’s tourism industry,the homestay,as a new form of tourism experience,has attracted the attention of the academic community.Living in the homestay in the Hakka earth buildings is an important way for tourists to experience Hakka culture.Based on the theory of tourists’value perception,this paper analyzes the current situation and difficulties of the homestay in the Hakka earth buildings in South Fujian through empirical research.The study finds out that from the perspective of tourists’perceived value,the cultural aesthetic value plays the most important role,while the social realization value plays the second,then followed by service function value,and the leisure and pleasure value respectively.The satisfaction of tourists indicates that there are still problems such as hardware facilities to be upgraded,and the local cultural connotation to be fully explored,etc.For the development of homestay,some solutions are also proposed.