场景式消费酒店的顾客住宿动机与体验价值研究  

Study on Customers’Motivation Toward and Experiential Value of Hotels Off ering Scene-Based Consumption

作　　者：郑昭彦[1] ZHENG Zhaoyan(Department of Hotel Management,Tourism College of Zhejiang,Hangzhou 311231,China)

机构地区：[1]浙江旅游职业学院酒店管理学院,浙江杭州311231

出　　处：《旅游导刊》2022年第1期46-66,共21页Tourism and Hospitality Prospects

基　　金：浙江省教育厅一般课题“从传统到智慧:数字化对酒店商业模式的重构与创新研究”(项目编号:Y202044855);浙江省2020年度旅游拔尖人才培育项目基金“浙江省旅游青年专家”(项目编号:2020LYBJ0101);浙江省文化和旅游厅科研项目基金“数字化驱动的旅游消费模式创新:驱动机理与政策设计研究”(项目编号:2020KYJ002);浙江旅游职业学院院级重点课题“社群经济下品牌生态圈构建与顾客体验研究:来自服务企业的案例”(项目编号:2020ZXZD02)资助。

摘　　要：近年来场景式体验消费推动了传统功能型酒店转型升级,新业态的实践发展值得理论研究关注。本文以杭州滨江奥体亚朵S网易严选酒店的网络点评为样本,研究了顾客的住宿动机与住宿体验价值。结果发现:(1)驱动顾客选择场景式消费酒店的8种具体动机有舒适友好、便捷高效、品质保证、经济实惠、社交归属、价值认同、氛围格调、求新求异,并可归类为三大动机层次功能性动机、享乐性动机、社会性动机以及两大动机类别基础性动机、延伸性动机,以此构成“洋葱式”住宿动机模型;(2)顾客的体验价值由基本保障、性价比高、位置便捷、设施舒适、服务友好、品牌属性、场景氛围、场景载体、场景感受9个子维度,功能价值、享乐价值、场景价值3个次维度以及一般性体验价值、独特性体验价值2个主维度构成;(3)不同动机类型顾客关注的体验价值各有侧重点,“功能性动机”顾客首要关注“功能价值”,“享乐性动机”顾客首要关注“享乐价值”,“社会性动机”顾客首要关注“场景价值”。本文对场景式消费酒店的管理经营具有启示意义。Scene-based experiential consumption has promoted the transformation and upgrading of traditional hotels in recent years.The development of new business has attracted,in turn,the attention of theoretical researchers.This paper analyzes hotel guests’accommodation motivations and experiential value by examining guests’reviews of Atour Hotel Hangzhou Riverside Olympic Sports.The main findings are as follows.First,those customers who choose hotels offering scene-based consumption have eight specific accommodation motivations:comfort and friendliness,convenience and effi ciency,quality assurance,aff ordability,social belongingness,value identity,ambiance,and novelty.These can be further classifi ed into three levels of motivation—functional,hedonistic,and social—and two categories of motivation:basic and extended.This study constructs a model of onion-type accommodation motivation on the basis of these levels and categories.Second,guests’experiential value comprises nine sub-dimensions:basic guarantee,value for money,convenient locality,comfortable facilities,friendly service,brand attributes,scene atmosphere,scene carrier,and scene experience.In addition,two primary dimensions—that is,general experiential and unique experiential value—and three secondary dimensions—functional value,hedonic value,and scene value—are identifi ed.Third,customers of different motivation types focus on distinct aspects of experiential value.Customers with a functional motivation are primarily concerned about functional value;those with a hedonistic motivation care more about the hedonic value,while customers of social motivation pay their attention largely to scene value.This essay aims to shed some insight into the management of hotels off ering scene-based consumption.

关 键 词：场景式消费酒店 住宿动机 体验价值 内容分析法 

分 类 号：F59[经济管理—旅游管理]