本文關(guān)鍵詞： 民宿 消費者行為 動機 滿意度　出處：《重慶師范大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著對旅游接待與旅游體驗的結(jié)構(gòu)性、品質(zhì)性的追求,民宿業(yè)應運而生。民宿有別于旅館或飯店,也許沒有高級奢華的設(shè)施,但它能讓人體驗當?shù)仫L情、感受民宿主人的熱情與服務、體驗有別于以往的生活,因此迅速流行。2015年11月11日,國務院常務會議審議通過了《關(guān)于加快發(fā)展生活性服務業(yè)促進消費結(jié)構(gòu)升級的指導意見》,首次點名“積極發(fā)展客棧民宿、短租公寓、長租公寓等細分業(yè)態(tài)”,并將其定性為生活性服務業(yè),將在多維度給予政策支持。隨著需求的增長和政策的紅利,具有中國特色的民宿越來越熱。重慶民宿隨著這股熱潮正在如火如荼的發(fā)展,為消費者們追捧,尤其成為景區(qū)周邊游的重要入口。但其發(fā)展也面臨著產(chǎn)品與服務趨同、盈利模式不成熟、定位失準、客人滿意度低等諸多問題與挑戰(zhàn)。本文通過設(shè)計相應的測量問卷對重慶民宿消費者市場進行調(diào)研,并采取現(xiàn)場發(fā)放問卷的方式,發(fā)放問卷300份,收回有效問卷270份,研究重慶民宿消費者的基本人口特征、消費特征、消費動機和動機得到滿意的程度,通過IBM SPSS Statistics 22統(tǒng)計軟件,運用信度分析、信度T檢驗、方差分析、IPA分析等解析重慶民宿消費者。希望能為重慶民宿的可持續(xù)發(fā)展提供科學依據(jù),為重慶民宿經(jīng)營者提供思路和參考借鑒。本文以從理感性到理性的思路,把全文分為五個部分:第一部分是緒論,介紹了本文的研究背景、研究意義以及境內(nèi)外關(guān)于民宿和民宿市場的綜述與發(fā)展態(tài)勢;第二部分是概念的界定、分類與研究的理論基礎(chǔ),描述了境內(nèi)外學者對民宿的定義研究以及介紹本文采取的浙江官方對民宿的定義;第三部分設(shè)計重慶民宿消費者市場調(diào)研;第四部分是調(diào)研結(jié)果分析,對收集回來的數(shù)據(jù)進行信度分析、描述性分析、相關(guān)性分析和IPA模型分析等,根據(jù)數(shù)據(jù),提出重慶民宿現(xiàn)在的問題,并根據(jù)問題提出了重慶民宿的發(fā)展路徑和方略;第五部分是結(jié)論與不足,這部分總結(jié)了本文的研究發(fā)現(xiàn),并指出本文的局限性與不足。
[Abstract]:With the tourism and tourism experience structure, the pursuit of quality, B & B industry came into being. B & B is different from a hotel or restaurant, perhaps no luxury facilities, but it can make people feel warm and experience the local customs service innkeepers, experience is different from the past life, so popular in.2015 in November 11th, the State Council executive meeting examined and adopted the "on accelerating the development of life service industry guidance on promoting the upgrading of consumption structure, the first named" the positive development of the Inn B & B, short rent apartment, long rent apartments and other fine separate states, and the qualitative of life services, will give policy support in multiple dimensions. With the increase of the demand and the dividend policy has Chinese characteristics increasingly hot. B & B Chongqing B & B with this upsurge is like a raging fire development, consumers sought after, especially as the surrounding areas An important entrance tour. But its development is also facing products and services convergence, profit model is not mature, inaccurate positioning, customer satisfaction is low and a lot of problems and challenges. This paper investigates Chongqing B & B consumer market by measuring the corresponding questionnaire design, and take on-site questionnaires, 300 questionnaires, valid questionnaires 270, the basic demographic characteristics of Chongqing B & B consumer characteristics, consumer motivation and motivation to get satisfaction, through the IBM SPSS Statistics 22 statistical software, using the T reliability test, reliability analysis, variance analysis, IPA analysis and analysis of Chongqing B & B consumers. Hope to provide a scientific basis for the sustainable development of Chongqing, and to provide ideas and reference for Chongqing B & B operators. This paper takes from perceptual to rational thinking, the full text is divided into five parts: the first part is the introduction, introduction The background of this study, review and development trend of pension and B & B market research significance as well as domestic and foreign; the second part is the definition of the concept, classification and theoretical basis of research, describes the domestic and foreign scholars on the definition of pension and the introduction of this article take the Zhejiang official to homestay definition; the third part of the design of Chongqing home consumers market research; the fourth part is the analysis of the research results, the reliability analysis of the collected data, descriptive analysis, correlation analysis and IPA model analysis, according to data presented in the current region of Chongqing, and put forward the development path and strategy of Chongqing B & B according to the problem; the fifth part is the conclusion and shortcomings, this part summarizes the the findings of this article, and points out the research limitations and shortcomings.

【學位授予單位】：重慶師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F719.2;F592.7

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