本文選題：關中　切入點：鄉(xiāng)村民宿　出處：《陜西科技大學》2017年碩士論文

【摘要】：民宿作為鄉(xiāng)村旅游的名片,也是鄉(xiāng)村文化的載體,對于統(tǒng)籌城鄉(xiāng)發(fā)展,促進農(nóng)村經(jīng)濟發(fā)展和增加農(nóng)業(yè)就業(yè)有著重要意義。近幾年來關中地區(qū)依托豐厚的歷史民俗文化資源和自然資源大力發(fā)展鄉(xiāng)村旅游,涌現(xiàn)了袁家村、馬嵬驛等鄉(xiāng)村旅游的典型。鄉(xiāng)村旅游的發(fā)展使得關中地區(qū)的鄉(xiāng)村民宿數(shù)量激增,但是民宿經(jīng)營同質(zhì)化、設施設備簡陋,服務滯后等問題嚴重,民宿顧客的體驗受到嚴重影響。本文的研究重點是如何塑造適宜的民宿體驗環(huán)境,使顧客在民宿的入住過程中能夠獲得愉悅舒適的感官體驗和心理體驗。文章第一章介紹了本文的研究背景、目的與意義、創(chuàng)新點。并對國內(nèi)外關于民宿的研究現(xiàn)狀進行了綜述。第二章對本文的核心概念“民宿”的概念進行了定義,并就本文的理論基礎“體驗營銷理論”和“環(huán)境心理學理論”進行了梳理。第三章首先建立了本文的研究模型和設計了相關問卷調(diào)查表。然后通過分析回收的問卷數(shù)據(jù),得到三個主要結論:(1)民宿顧客以學歷較高的中青年為主。(2)民宿顧客選擇入住民宿的三個主要動機為:“想感受當?shù)鬲氂械拿袼酌耧L”、“想放松身心,舒緩壓力”、和“離周圍景區(qū)景點近,價格便宜”。(3)民宿體驗環(huán)境的四個維度中,顧客對于設施與產(chǎn)品體驗維度的重要性評價得分最高,其次是環(huán)境與氛圍體驗、服務體驗、活動體驗。(4)確立了基于顧客認知的民宿體驗環(huán)境評價指標體系。第四章在分析關中鄉(xiāng)村民宿體驗環(huán)境的發(fā)展現(xiàn)狀的基礎上結合第三章得到的結論提出關中民宿體驗環(huán)境營造策略:(1)統(tǒng)一布局規(guī)劃,優(yōu)化民宿單體環(huán)境,營造氛圍。(2)完善和提升設施,加快產(chǎn)品升級創(chuàng)新并形成產(chǎn)業(yè)鏈(3)更新經(jīng)營管理理念,提升從業(yè)人員素質(zhì),豐富服務內(nèi)容。(4)設置多種類型和不同參與深度的體驗活動。第五章為設計實踐部分,第六章為對本文的研究不足和本課題的研究展望的闡述。
[Abstract]:Homestay as rural tourism name card, but also a carrier of rural culture, for urban and rural development, promoting rural economic development and has an important significance to increase agricultural employment. In recent years in Guanzhong area, relying on the rich history and folk culture and natural resources to develop rural tourism, the emergence of Yuanjiacun, typical Mawei rural tourism inn the development of rural tourism. The number of rural pension in Guanzhong area increase, but the management of home stay facilities homogenization, simple equipment, service lag issues such as serious, B & customer experience has been seriously affected. The focus of this paper is how to create a suitable homestay experience, so that customers can obtain pleasant sensory experience and psychological experience in in the process of pension. The first chapter introduces the research background, purpose and significance of innovation. And the domestic and foreign research on pension Summarized the research status. The second chapter on this core concept of "home" concept is defined, and analyzes on the theoretical basis of this paper "experiential marketing theory" and "environmental psychology theory". The third chapter establishes the research model and design the relevant data through questionnaire and questionnaire. Analysis of recycling, we have three conclusions: (1) to the higher degree of customer, youth oriented. (2), customers choose three main motivations in B & B: "want to feel the unique local folk customs", "want to relax, relieve pressure," and "from the surrounding scenic spots near and cheap". (3) the four dimensions of customer experience, environment, facilities and products for the importance of the evaluation experience dimension scored the highest, followed by the environment and atmosphere experience, service experience, work experience (4) was established. Customer perception of the B & B experience environmental evaluation index system. Based on the fourth chapter based on the analysis of Guanzhong rural lodging environment on the development experience with the result of the third chapter puts forward the environment strategy: experience in B & B (1) unified planning, optimization, single environment, create atmosphere. (2) improve and upgrade facilities. To speed up the upgrading of products innovation and the formation of the industry chain (3) update the management concept, improving staff quality, enrich the content of services. (4) set up a variety of types and different depth of participation experience. The fifth chapter is the part of design practice, the sixth chapter is the prospect of the research on the shortcoming of this paper and the research in this paper.

【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：TU247.4

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