Influences Of Rural B&B’s Environmentally Friendly Attributes On Consumer Purchase Intention

Rural bed and breakfast(typically shortened to B&B)is origin from the development of rural tourism,initially as a supplement to the shortage of rural accommodation market.The warm atmosphere it has makes it distinguished from other types of accommodation and highly favored by consumers.Rural B&B‘s environmentally friendly attributes refers to the features that make rural B&B in harmony with the environment and develop sustainably.Environmentally friendly attributes contain being friendly to both natural environment and socio-cultural environment.Most of the previous hospitality and tourism research literature mainly focuses on natural environment.This study attempts to research on both natural and socio-cultural environmentally-friendly,explore the influence factors of rural B&B‘s consumer purchase intention from a broader perspective.Questionnaires were used to conduct a consumer survey and collect the primary source data,factor analysis,correlation analysis and regression analysis were carried out to do a statistical analysis for the data collected.Online reviews of rural B&B were collected at the same time.Content analysis were carried out to explore the influences of rural B&B‘s environmentally friendly attributes on consumer purchase intention.The result shows:(1)Rural B&B‘s environmentally friendly attributes have positive influence on consumer purchase intention.(2)Socio-cultural environmentally friendly attributes play a more important role in consumers‘ decision-making.(3)Consumers have different perception and experience to different environmentally friendly attributes.They tend to consider the factors that are more closely and more familiar to them priory.Based on these findings,it is proposed that rural B&B should improve environmentally-friendly level in a proper order.Maintain attractiveness of socio-cultural environmentally friendly attributes.Attach importance to improve consumers‘ experience sense of natural environmentally friendly attributes.Diffuse the environmentally-friendly concept.Grow consumer‘s interest in environmentally-friendly,and encourage them to be more environmentally friendly,so as to realize sustainable development.