Research On Bed And Breakfast Facility Development In Jiangbei District,Ningbo City Via Analysis Of Consumer Behavior

With the rapid development of our national economy and society,per capita disposable income is increasing,engel coefficient continues is declining,the shifts in residents' consumption structure have upgraded.In addition,with the new creation of small 2.5 day vacation has been issued,the time that residents spend on the leisure activities especially short excursion is more plentiful,bed and breakfast tourism becomes more and more people's first choice for leisure and tourism under the background,and the research of bed and breakfast tourismhas attracted more and more scholars' attention.But many existing studies are based on the research of macro perspective to bed and breakfast tourism,the minority of the bed and breakfast tourism are based on the micro perspective of consumer research,and also many studies are based on a single perspective of consumer demand,there is no studies from the perspective of the home stay facility consumer behavior tourism to study bed and breakfast tourism.This paper is based on the consumer behavior choice,and the research object is the bed and breakfast of ningbo jiangbei where is the core of ningbo where are abundant in natural and cultural resources and urban and rural areas.Firstly,the paper introduces the background and the significance of research,and makes a comment on the study of bed and breakfast tourism and consumer behavior dynamics.Then definites the concept of bed and breakfast tourismand consumer behavior of bed and breakfast tourism,And choosing the EBK model of consumer behavior theory on the basis of literature research,and combined with the concept which is amend to put forward the travel consumer behavior model of bed and breakfast tourism.Then analyzes the present situation of bed and breakfast tourism from the development,the the advantageous conditions,the opportunities and challenges.Then research analysis and empirical analysis of jiangbei bed and breakfast tourism are based on consumer behavior,and research analysis is combined the questionnaire and field visits,the investigation object are the consumer that are existing customers and potential tourist group,making a descriptive statistical analysis of consumer behavior,such astravel demand cognition,access to information,travel frequency,travel time and travel patterns,consumer feedback about bed and breakfast tourism.The field visit object are jiangbei openmindedness MAO village tourism demonstration village of a home stay facility and anshan village,and interviewing the object from the perspective of consumer behavior,summing up the characteristics and the existing problems ofthe ningbo jiangbei bed and breakfast tourism consumer behavior.Empirical analysis is based on the questionnaire survey data,analysis of variance,factor analysis and regression analysis methods to analyze the influence that consumer personal property and the external environment evaluation factors for the decision of bed and breakfast tourism,and find that personal attributes factors,such as consumers' age,education level,income,and the external environment evaluation factors such as supporting environment,experience products,cultural environment,rural amorous feelings,and characteristic service have differently significant impact on the decision of bed and breakfast tourism.Lastly,providing forward countermeasures and Suggestions on developing ningbo jiangbei bed and breakfast tourism based on the analysis ofinvestigation,resultsof empirical analysis and combined with current situation of the development of the bed and breakfast tourism.