基于扎根理论和IPA分析法的扬州民宿旅游吸引力研究  

A Study of Yangzhou B&B Tourism Attractiveness Based on Grounded Theory and IPA Analysis

作　　者：丁唯也 唐齐超 DING Weiye;TANG Qichao(School of Tourism Management,Jiangsu College of Tourism,Yangzhou 225000,Jiangsu,China;Culinary Science and Technology Department,Jiangsu College of Tourism,Yangzhou 225000,Jiangsu,China)

机构地区：[1]江苏旅游职业学院旅游管理学院,江苏扬州225000 [2]江苏旅游职业学院烹饪科技学院,江苏扬州225000

出　　处：《山西师范大学学报（自然科学版）》2024年第4期107-115,共9页Journal of Shanxi Normal University(Natural Science Edition)

基　　金：扬州市2022年度市级社科重点课题项目《数字旅游背景下扬州文旅民宿业高质量发展路径研究》(编号168,公示网址:http:∥skl.yangzhou.gov.cn/yzskl/tgl/202205/bb8a5265b66040698b940dcb981920cc.shtml);2024年度江苏高校哲学社会科学研究一般项目《数字时代大运河文旅高质量发展研究》(课题编号:2024SJYB1559).

摘　　要：扬州民宿已经成为城市现代住宿的重要补充.为提高扬州民宿吸引力,使其更好满足消费者住宿需求,成为扬州文化的特色名片,运用扎根理论构建扬州民宿旅游吸引力评价指标体系,利用IPA分析法对问卷调查收集的数据进行研究分析.结果表明:扬州民宿目前获得的消费者满意度距离期待值仍有一定差距,有较大改善空间;设计上缺乏整体规划,缺失隐私和精益求精的服务意识,缺少文化内涵;个性化服务不精致不稳定;软件设施尚未达到消费者预期;营销宣传力度不足等.通过塑造自身特色、保留私人空间、增加前置服务、改革营销方式等对策,提高扬州民宿旅游吸引力.Yangzhou B&B has become an important supplement to modern urban accommodation.In order to improve the attractiveness of B&B in Yangzhou,make them better meet the consumers'needs and become the characteristic name card of Yangzhou culture,the evaluation index system of tourism attractiveness of B&B in Yangzhou was constructed with grounded theory,and the data collected from the questionnaire were studied and analyzed with IPA analysis approach.The results show that there is a certain gap between the consumer satisfaction and the expected value that needs to be improved.Yangzhou B&B is lack of overall planning,privacy service consciousness and cultural connotation;Personalized service is not delicate and not stable;Software facilities have not met consumer expectations;There's no efficient marketing strategies,etc.By shaping its own characteristics,retaining private space,increasing front services,reforming marketing strategies and other countermeasures,the attractiveness of Yangzhou B&Bwill make a huge improvement.

关 键 词：扬州民宿 旅游吸引力 扎根理论 IPA分析法 

分 类 号：F590.8[经济管理—旅游管理]