旅游共享经济中的民宿业主经营动机研究  

Online Short Term Rental Houses Platform Hosts Operational Motivation in the Tourism Sharing Economy

作　　者：陈丽英[1] 瞿嘉毅 何勋 

机构地区：[1]上海海事大学经济管理学院,上海 [2]同济大学经济与管理学院,上海 [3]河南财经政法大学政府经济发展与社会管理创新研究中心,河南 郑州

出　　处：《现代管理》2021年第5期471-489,共19页Modern Management

摘　　要：旅游共享经济的规模在过去几年中迅猛增长,本文探究在线短租平台中各类民宿业主参与旅游共享、经营民宿的动机,并且对业主进行细分。本研究对通过在线短租平台向游客出租民宿的业主进行在线问卷调查和通过网络爬虫技术抓取信息进行文本分析,探索性因子分析显示业主的三大动机因素:社会文化、经济和环境保护。聚类分析结果显示民宿业主主要是受到社会和文化动机的吸引,经济收益动机的吸引力较弱。聚类分析进一步发现共享住宿平台的业主可细分成四类:务实生活方式追寻型、社会服务型、共享经济精神倡导型和综合型,通过这些分类可以发现这些不同类别的业主在参与旅游共享经济的诸多方面存在显著差异。In the past several years, sharing economy in tourism reveals a rapid growth rate. The purpose of this research was to investigate hosts’ motivations for participating in sharing economy and run-ning Bed &Breakfast guesthouse business through various online short-term guesthouse rental platforms, and classify the hosts. The study involved an online survey by 304 hosts who had guest-houses or B &B and the content analysis over 143 host stories scraped from the various sharing economy websites. The exploratory factor analysis identified three motivating factors: social and cultural motivation, economic benefits, environmental protection motivations. It also used aggre-gate results indicated that respondents were most strongly attracted to sharing economy by its social and environmental attributes, and somewhat less so by its economic benefit attributes. High word frequency analysis also supported the above results. A subsequent cluster analysis divided the respondents into four segments—pragmatic modern life style seekers, prosocial service seekers, sharing economy ethos promoters and comprehensive benefit seekers. Profiling of the segments revealed numerous distinctive characteristics. 

关 键 词：旅游共享经济 在线短租平台 民宿 业主 经营动机 

分 类 号：G63[文化科学—教育学]