基于服务场景理论的精品民宿行业高质量发展研究  

On High-Quality Development of Boutique Homestay Industry Based on Servicescape Theory

作　　者：杨懿[1,2] YANG Yi(Anhui Vocational College of Defense Technology,Lu an 237000,Anhui,China;School of Hotel and Tourism Management,The Hong Kong Polytechnic University,Hong Kong 999077,China)

机构地区：[1]安徽国防科技职业学院,安徽六安237000 [2]香港理工大学酒店与旅游管理学院,中国香港999077

出　　处：《四川旅游学院学报》2025年第3期64-69,共6页Journal of Sichuan Tourism University

基　　金：2023年安徽中青年教师培养行动项目“优秀青年教师培育项目”,项目编号:YQZD2023100;2024年安徽省高等学校科学研究项目“新质生产力视角下直播营销赋能民宿行业高质量发展的路径研究——以‘皖美金牌民宿’为例”,项目编号:2024AH052315。

摘　　要：通过展示地方文化和特色,精品民宿不仅提升了乡村旅游的吸引力,还推动了当地经济发展和社会结构优化,成为乡村振兴的重要驱动力。研究旨在明确精品民宿的服务场景内涵,并探索服务场景中不同维度对顾客忠诚度的影响。基于扩展服务场景理论,研究采用内容分析法,分析了来自6家花筑奢精品民宿的3000条用户评论,构建了包括物理维度、社交维度、社会象征性维度和自然维度四个维度的精品民宿服务场景模型,并确定了11项子类别。研究结果表明,社交维度和社会象征性维度的元素对顾客忠诚度(如再次到访意愿和推荐行为)的影响尤为显著。By integrating local culture and unique characteristics,boutique homestays not only enhance the attractiveness of rural tourism but also contribute to local economic development and social structure optimization,serving as crucial drivers of rural revitalization.This study seeks to elucidate the servicescape framework within boutique homestays and investigate the influence of various dimensions of these scenarios on customer loyalty.It employs content analysis to examine 3,000 user online reviews from six Floral Lux boutique homestays,with the analysis grounded in the extended servicescape theory.The analysis yielded four key dimensions—physical environment,social dimension,socially symbolic dimension,and natural dimension—along with eleven associated subcategories.The findings demonstrate that elements within the social and symbolic dimensions exert a particularly significant influence on customer loyalty,including the intent to revisit and recommendation behaviors.

关 键 词：精品民宿 服务场景 在线评论 内容分析法 

分 类 号：F719.3[经济管理—产业经济]