基于旅游者需求的丽江古城民宿产品优化研究

Research on Optimization Measures of Homestay Products in Lijiang Ancient Town Based on Tourists’Demand

旅游者对民宿产品的需求与感知体验决定民宿产业的发展。从旅游者需求出发,以丽江古城民宿网络点评为分析文本,经过三重编码,构建房源、形象、服务、体验等要素在内的民宿产品评价指标体系。研究发现:丽江古城民宿产品对旅游者需求的满足既与标准化酒店相似,又有其独特性;旅游者对丽江古城民宿产品的评价总体较高,但丽江古城民宿产品与旅游者诉求之间仍存在一定差异。在未来发展中,丽江古城民宿产品要注重对旅游者住宿、情感联系、视觉审美、基本服务、个性化服务、文化与活动体验等需求的满足。通过“拓宽融资渠道,提升住宿品质;明确形象定位,精准市场营销;强化人才培养,完善服务体系;挖掘文化内涵,丰富体验活动”等措施,优化和提升丽江古城民宿产品质量。

Tourists’demand and perception of homestay products determine the development of home⁃stay industry.Starting from the needs of tourists,this paper takes the online reviews of Lijiang Ancient Town homestay as the analysis text,and constructs a homestay product evaluation index system includ⁃ing housing,image,service and experience through triple coding.The findings are as follows:the home⁃stay products in Lijiang are similar to the standard hotels in meeting the needs of tourists,but also have their own uniqueness.Tourists’evaluation of Lijiang Ancient Town homestay products is generally high,but there are still some differences.In the future development,Lijiang Ancient Town homestay products should pay attention to the satisfaction of tourist accommodation,emotional connection,visual aesthetics,basic services,personalized services,culture and activity experience.By expanding financ⁃ing channels,improving accommodation quality,clarifying image positioning,precise marketing,strengthening personnel training,improving service system,mining cultural connotations,enriching ex⁃perience activities and other measures,the quality of Lijiang Ancient Town homestay products is opti⁃mized and improved.