Influence Of Brand Experience On Behavioral Intentions In Tibetan Homestay

With the growing customer demand, more and more new format shave emerged in the accommodation industry. Home stay is popular in some tourist cities because of its special characters, acceptable price and warm-hearted services. Home stay refers to the accommodation that integrateshumanities, natural landscape, ecology, environmental resources and agriculture, animal husbandry production activity, it is household sideline production giving an accmmodation for customers.In recent years, with the popularity of Tibetan culture and the availability of railway and plane, accommodation is largely needed. As the basic reception facilities, Tibetan homestay become one of the best choices for many customers with its unique natural and humanities landscape, location, construction, interior layout, beverage and experiential activity. This study focuses on the Tibetan homestay. Firstly, on the basis of literature research and expertise consultation, a structural equation model (SEM) consists of independent variable (brand experience) and the dependent variable (costumer behavior intention) is established. Data collection by the questionnaire "Influence of Brand experience on Behavior Intention in Tibetan Homestay". And then in this model the Spss20.0and Amos17.0are used to do reliability and factor analysis, and variance analysis to establish the structural equation model. Finally, the results show:(1) The brand experience in Tibetan homestay can be divided into thinking experience, feeling experience, behavior and lifestyle experience, physical experience.(2) Feeling experience poses significant impact on customer perceived value, customer perceived cost, and switch intention; Behavior and lifestyle experience, physical experience also poses significant impact on customer perceived value, customer perceived cost, switch intention and recommend intention; customer perceived value, customer perceived cost also poses significant impact on recommend intention.(3) The result of research varies due to the different demographic characteristics. To improve the costumer behavior intention, proper suggestions are proposed, including:(1) strengthen the cultivation of distinctive cultural circumstance;(2) emphasize the supply of homestay warm-hearted services;(3) increasing the experiential activities;(4) looking for new marketing modes;(5) deepen customers’ various experience to enhance the brand value.