基于自我一致性理论的乡村民宿让渡价值研究  

On the Transfer Value of Rural Homestays Based on Self-consistency Theory

作　　者：王潇涵 刘兆杰 李莺莉 黄梓绵 WANG Xiao-han;LIU Zhao-jie;LI Ying-li;HUANG Zi-mian(Zhongnan University of Economics and Law,Wuhan,Hubei,430073,China;Sunac City Management Co.,Ltd.,Hangzhou,Zhejiang,310000,China)

机构地区：[1]中南财经政法大学,湖北武汉430073 [2]融创产城管理有限公司,浙江杭州310000

出　　处：《武汉商学院学报》2024年第3期13-21,共9页Journal of Wuhan Business University

基　　金：湖北省社科资助项目《湖北乡村“文化脱贫”视角的民宿文化让渡价值研究》(项目编号:HBSK2022YB407)。

摘　　要：乡村民宿在乡村旅游中扮演着重要的角色,发展民宿对于推进乡村旅游业发展具有重要意义。基于自我一致性理论视角,借助顾客让渡价值理论,运用联合分析和聚类分析法定量测算乡村民宿顾客让渡价值,以此评价民宿产品各属性重要性。研究发现乡村民宿顾客可归纳为服务主导型等五类,情感价值属性对民宿顾客让渡价值影响最大。研究启示民宿从业者应当聚焦文化体验,针对细分市场开发产品,广泛合作,打造精品品牌IP。Rural homestays play an important role in rural tourism,and the development of homestays is of great significance to the promotion of rural tourism.From the perspective of self-consistency theory and customer transfer value theory,this study uses conjoint analysis and cluster analysis to quantitatively measure the customer transfer value of rural homestays,and thus evaluate the importance of various attributes of homestay products.The study found that rural homestay customers can be summarized into five categories including service-dominant customers,and that the attribute of emotional value has the greatest impact on the customer transfer value of homestays.The research suggests that homestay operators should focus on cultural experiences,develop products for segmented markets,and engage in extensive cooperation,so as to build premium brand IPs.

关 键 词：乡村民宿 自我一致性 顾客让渡价值 联合分析 聚类分析 

分 类 号：F719.2[经济管理—产业经济] F592F274