Research On Accommodation Motivation Of Rural Lodging In The Perspective Of Tourist Lifestyle Segmentation

Policies such as institutions of paid vacation,flexible furlough and short weekend have been released successively,which means the popular leisure time is coming and triggers desires growing strongly of relieving stress,being close to the nature and recalling country.The life notion of well-being and recreation delivered by rural lodging reaching its blossom period caters above requirements of the urbanite.As ideal entertainment option of trip,rural lodging depending on agricultural resources,rural environment and combining with folk custom,ancient landscape,local life and residence in village is meant to be a relaxing experience for tourists in contrast to stiffness derived from the city.It is noteworthy that understandings of lifestyle are more plentiful because of rapid economic development which is associative with profound changes in people's life concepts.The resulting upgrading consumption sets higher demands on rural lodging.How to satisfy tourist requirements via products and services more effectively?It is comprehending tourist lifestyle and motivation that becomes a key priority of business to the operators.This paper studies accommodation motivation of rural lodging based on tourist lifestyle segmentation taking longevity resort as an example located in Mao Village,Jizhou District,Tianjin.The author lays theoretical foundation for questionnaire design of tourist lifestyle and accommodation motivation through documentary research on the origin and conception of rural lodging,theories and application achievements of lifestyle and travel motivation.Main results by mathematical statistic analysis are as follows:tourist lifestyle has multi-features consisting of "enjoying life","avoiding life","family travel","social fellowship","weekend travel","ego development" dimensions which divide tourist into 4 clusters-"natural family","evolutive enjoyment","weekend family" and "social enjoyment" whose accommodation motivations can be classified as one of 9 push factors or one of 12 pull factors.The population distributions of different clusters are various on push factors,which is contrary to pull factors excepting idiosyncrasy of operators.Finally,several recommendations including focusing push factors helping building unique accommodation experience,paying attention to fundamental pull factors reinforcing indigenous advantages of rural lodging,taking potential pull factor stimulating dormant need are offered.