服务主导逻辑视角下的民宿体验价值共创研究  

Research on Value Co-creation of B&B Experience Based on the Perspective of S-D Logic

作　　者：刘婷[1] 赵彤 陈希 金声琅[1] LIU ting;ZHAO Tong;CHEN Xi;JIN Shenglang(School of Tourism,Huangshan University,Huangshan 245041,Anhui,China;School of History,Culture and Tourism,Liaocheng University,Liaocheng 252000,Shandong,China;School of Sports,Leisure and Tourism,Beijing Sport University,Beijing 100084,China)

机构地区：[1]黄山学院旅游学院,安徽黄山245041 [2]聊城大学历史文化与旅游学院,山东聊城252000 [3]北京体育大学体育休闲与旅游学院,北京100084

出　　处：《铜仁学院学报》2021年第5期63-71,83,共10页Journal of Tongren University

基　　金：2020年度安徽高校人文社会科学研究重大项目“乡村旅游社区居民公平感知研究”(SK2020ZD38);2020年度黄山学院校级人才启动项目“长三角一体化背景下旅游业社会可持续性评价研究”(2020xskq004)。

摘　　要：基于服务主导逻辑、价值共创和旅游体验的研究基础,文章挑选国内知名民宿品牌“山水间”作为研究对象,通过对顾客在携程网的在线评论进行内容分析和主题提炼,描述了主客价值共创实践的特定结果变量,其中,共创价值资源包括环境位置、装修设计、餐饮出品、卫生质量,共创价值结果则体现在体验感、满意度、忠诚度三个方面。文章从主客体验价值共创实践出发,在服务主导逻辑视角下观察主客体验价值共创各要素,促进了体验价值对顾客满意度、忠诚度的作用机理的探索。Based on the research foundation of S-D logic,value co-creation and tourism experience,the paper selects the famous domestic B&B brand Shanshuijian as the object of study,and describes the specific outcome variables of the host-host value co-creation practice through content analysis and thematic refinement of customers'online reviews on Ctrip.com,where the co-creation value resources include environmental location,decoration design,food and beverage production,and hygiene quality.The results are reflected in the three aspects of experience,satisfaction and loyalty.The paper observes the elements of value co-creation between hosts and guests from the perspective of S-D logic,based on the practice of host-host experience value co-creation,and promotes the exploration of the mechanism of experience value on customer satisfaction and loyalty.

关 键 词：价值共创 旅游体验价值 服务主导逻辑 内容分析法 民宿 

分 类 号：F592.7[经济管理—旅游管理] F719.2[经济管理—产业经济]