Study On The Influence Of Countyard Space Characteristics And Willing To Pay A Premium Of B&B

B&B gets development rapidly as new form of accommodation industry and tourism industry.With the development of B&B industry and the increasing of number of B&B,some problems are generated in development process,foe example,the most basic hardware and space facilities was ignored,resulting in some problems like the building without features and hindering the choice and defray of tourists and affecting the living experience of tourists,and hindering the choice of accommodation and payment of tourists.In allusion to this problem,this paper attempts to link the hardware of the courtyard space characteristics to the willingness to pay for a price premium,It is hoped to analyze the features of courtyard which will further affect perceived value of tourists and further affect the willingness to pay for a price premium from the perspective of the courtyard space.That is the meaning of the research of the courtyard space characteristics to pay for a price premium of tourists.Before the empirical research,this paper review the literature of B&B?courtyard space?perceived value and the willingness to pay for a price premium and build a model.First,dividing the dimension of the variables of research,the concept of courtyard space feature is divides into spatial scale,green quantity,transparency,openness quantity and enclosure quantity,tourists perceived value is divided into functional functional perceived value and emotional perceived value.Then putting forward the hypothesis to explore the relationship between the courtyard space characteristics and the perceived value of the tourist of tourist and the the willingness to pay pay for a price premium.In this study,a questionnaire was issued in Four-eyed Well of Hangzhou and 316 valid questionnaires were obtained and analyzed by SPSS19.0.The following conclusions were drawn:(1)Positive correlation exists between functional perceived value of tourists and courtyard space features like spatial scale.green quantity and transparency,Positive correlation exists between emotional perceived value of tourists and courtyard space features like spatial scale,green quantity,openness quantity and enclosure quantity.(2)The perceived value of tourists affect their willingness to pay at a premium positively,including functional perceived value and emotional perceived value.(3)Positive correlation exists between willingness to pay at a premium of tourists and courtyard space features like green quantity,transparency.(4)Different ages of tourists and different types of B&B will affect willingness to pay at a premium of tourists obviously.This research analysis which courtyard space features will affect the willingness to pay for a price premium of tourists according to affecting the perceived value of tourists.The results of this study are useful to the builders and operators of B&B.On the basic of this research,some suggestions are raised to improve the willingness to pay for a price premium of tourists:(1)Optimize the construction of B&B and create personal and superior B&B;(2)Control the overall layout of B&B and plan the scale of courtyard space;(3)Pay attention to the connection of inside and outside of B&B and design the enclosure of courtyard space.(4)Enrich the design of inside space of B&B and deploy landscape sketch reasonably.