乡村民宿消费者旅游动机、感知服务质量与支付意愿的关联性研究  

Study on the relationship between rural homestay consumers’tourism motivation,perceived service quality and willingness to pay

作　　者：陈冬冬[1] CHEN Dong-dong(Anhui broadcasting movie and television college,Hefei 230011,Anhui,China)

机构地区：[1]安徽广播影视职业技术学院管理学院,安徽合肥230011

出　　处：《贵阳学院学报（自然科学版）》2023年第1期14-19,共6页Journal of Guiyang University：Natural Sciences

基　　金：安徽省高校优秀青年人才支持计划项目“新标准下乡村旅游民宿业的响应与创新研究”(项目编号:gxyqZD2018129);安徽高校人文社会科学研究项目“乡村旅游小企业的模仿创新行为研究”(项目编号:SK2020A0821)。

摘　　要：民宿是乡村旅游中日益常见的业态,但面临巨大挑战,理解消费者的决策和行为,有利于民宿的可持续发展。高消费制约了民宿的健康发展,从消费者的支付意愿角度入手,建立旅游动机、感知服务质量、满意度、地方感与支付意愿的关系模型,并将宏村作为案例地进行实证研究。研究发现:(1)消费者对于民宿的服务质量感知、满意度以及旅游地的地方感均对其支付意愿产生正向影响,旅游动机的直接作用不显著。(2)旅游动机对消费者的感知服务质量和满意度评价产生影响。(3)旅游动机通过服务质量和地方感的强中介效应对支付意愿产生影响。最后,对民宿的开发和经营提出一定建议。Homestay is an increasingly common business form in rural tourism,but it faces great challenges.Understanding the decision-making and behavior of consumers is conducive to the sustainable development of homestay inns.High consumption restricts the healthy development of homestay inns.From the perspective of consumers’willingness to pay,this paper establishes the relationship model between tourism motivation,perceived service quality,satisfaction,sense of locality and willingness to pay,and takes Hongcun as a case for empirical research.The results show that consumers’perception of home stay service quality,satisfaction and the sense of place of tourism destination have a positive impact on their willingness to pay,and the direct effect of tourism motivation is not significant.Tourism motivation has an impact on consumer satisfaction,service quality and satisfaction evaluation.Tourism motivation has an impact on willingness to pay through the strong intermediary effect of service quality and sense of place.Finally,suggestions on the development and operation of homestays are put forward.

关 键 词：乡村民宿消费者 旅游动机 感知服务质量 支付意愿 中介效应 宏村 

分 类 号：F592[经济管理—旅游管理]