用户画像视角下民宿产品开发策略研究——以平遥武德第民宿为例

Research on Development Strategy of Homestay Products from the Perspective of User Portrait——A Case Study of Pingyao Wudedi Homestay

满足消费者需求的民宿才能可持续发展。本文以平遥武德第民宿为例,基于用户画像视角,采用网络文本分析法,对四大旅游网站的线上点评数据进行逐一分析,对武德第民宿客户属性、个人特征、消费行为和消费心理等进行分析,得出了武德第民宿的三类目标市场。结合民宿现有经营实际,对武德第民宿重新进行定位分析,并民宿产品开发提供针对性的建议与策略。

Homestays that meet the needs of consumers can be sustainable.This paper takes Wudedi homestay in Pingyao,Shanxi Province as an example.Based on the perspective of user portraits,this paper uses the Internet text analysis method to analyze the online review data of four major tourism websites one by one,and analyzes the customer attributes,personal characteristics,consumer behavior and consumer psychology of Wudedi homestay,so as to obtain three types of target markets of Wudedi homestay.Combined with the existing management practice of homestays,this paper analyzes the repositioning of Wudedi homestays,and provides specific suggestions and strategies for the product development of homestays.