發(fā)布時(shí)間：2018-04-09 16:18

  本文選題：鄉(xiāng)村旅游　切入點(diǎn)：鄉(xiāng)村民宿　出處：《西南民族大學(xué)學(xué)報(bào)(人文社科版)》2017年11期

【摘要】：民宿是近年來(lái)受臺(tái)灣、日本民宿熱影響而出現(xiàn)的新興鄉(xiāng)村旅游業(yè)態(tài)。具有濃厚的傳統(tǒng)鄉(xiāng)村特色、能提供10間客房和25人以下住宿服務(wù)、設(shè)施配套齊全的傳統(tǒng)鄉(xiāng)村民宿最能體現(xiàn)鄉(xiāng)村旅游的本質(zhì)特征。文章首先通過(guò)回顧民宿的起源、發(fā)展過(guò)程和國(guó)內(nèi)外的研究現(xiàn)狀,分析了傳統(tǒng)鄉(xiāng)村民宿的主要特點(diǎn),然后從旅游消費(fèi)者行為的角度構(gòu)建研究模型,結(jié)合問(wèn)卷調(diào)查數(shù)據(jù)量化分析了影響傳統(tǒng)鄉(xiāng)村民宿游客選擇意愿的主要因素。研究顯示:民宿的環(huán)境氛圍是影響游客選擇意愿的首要因素,民宿自身的品質(zhì)是決定游客選擇意愿的主要因素,品牌宣傳是左右游客選擇民宿的重要外因,游客的個(gè)人認(rèn)知?jiǎng)t是其選擇意愿的重要內(nèi)因�；诖�,傳統(tǒng)鄉(xiāng)村民宿應(yīng)該在環(huán)境氛圍、服務(wù)質(zhì)量和品牌營(yíng)銷上下功夫,努力提升民宿的綜合價(jià)值。
[Abstract]:Residential accommodation is a new form of rural tourism, which has been affected by Taiwan and Japan in recent years.With strong traditional rural characteristics, can provide 10 guest rooms and 25 people less than the accommodation services, facilities complete traditional rural accommodation can best reflect the essential characteristics of rural tourism.Firstly, by reviewing the origin, development process and the current research situation at home and abroad, this paper analyzes the main characteristics of traditional rural lodging, and then constructs a research model from the perspective of tourist consumer behavior.Based on the questionnaire survey data, the paper analyzed the main factors that affect the choice intention of the traditional rural residents.The study shows that the environmental atmosphere is the primary factor that influences the tourists' willingness to choose, the quality of the lodging itself is the main factor that determines the tourists' willingness to choose, and the brand publicity is the important external factor that affects the tourists' choice of lodging.Tourists' personal cognition is an important internal factor of their choice intention.Based on this, traditional rural lodging should make great efforts in environmental atmosphere, service quality and brand marketing, and strive to promote the comprehensive value of residential accommodation.
【作者單位】： 西南民族大學(xué)旅游與歷史文化學(xué)院;日本熊本大學(xué)研究生院;
【基金】：國(guó)家社會(huì)科學(xué)基金項(xiàng)目“空間正義視角下生態(tài)移民聚落重構(gòu)困境研究”(15BMZ095)階段性成果
【分類號(hào)】：F320;F592;F719.2

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