民宿主客人际互动对口碑传播意愿的影响  

The Influence of Homestay Host-guest Interaction on Word-of-Mouth Communication Intention

作　　者：吴阿珍 范向丽[1] WU Azhen;FAN Xiangli(College of Tourism, Huaqiao University, Quanzhou, Fujian 362021, China)

机构地区：[1]华侨大学旅游学院,福建泉州362021

出　　处：《闽江学院学报》2020年第3期86-96,共11页Journal of Minjiang University

基　　金：华侨大学研究生科研创新基金资助项目(18013121018)。

摘　　要：主客人际互动有利于旅游者对民宿的了解,影响旅游者信任的建立,进而影响其口碑传播意愿。另外,民宿的发展与互联网共享平台息息相关,根据溢出效应,旅游者对民宿的信任会影响其对共享平台的态度。此项研究以主客人际互动为前因变量,消费者信任为中介变量,探讨旅游者对民宿和平台的口碑传播意愿。实证研究结果表明,主客人际互动能增强消费者信任,并且通过消费者信任影响民宿口碑传播意愿,而旅游者对民宿的善意信任也影响其平台口碑传播意愿。Interpersonal interaction is conducive to tourists’understanding of the homestay,influencing tourists’trust in the accommodation,and then influencing tourists’word-of-mouth intention.In addition,the development of homestay is closely related to the Internet sharing platform.According to the spillover effect,tourists’trust in homestay will affect their attitude towards the sharing platform.Based on this,taking the interpersonal interaction between host and guest as the antecedent variable,and the consumer trust as the mediator variable,this paper studies the tourists’word-of-mouth intention for homestay and platform.The results show that:the interpersonal interaction between host and guest can enhance the trust of consumers;the interpersonal interaction between host and guest can affect the word-of-mouth intention through consumer trust;the benevolence trust of tourists to the homestay affects the word-of-mouth intention for the platform.

关 键 词：主客互动 人际互动 消费者信任 口碑传播意愿 互联网平台 

分 类 号：F590[经济管理—旅游管理]