Study On The Relationship Between Home-stay’ S Service Scence,Site Attachment And Customer Reconsumption Intention

With the improvement of people’s living standards,travel has become a way of public leisure,and the home-stay as a new industry of the lodging industry with unique style and personalized service by tourists love.However,in recent years the development of home-stay showing polarization situation,it is urgent to realize the transformation and upgrading in order to achieve sustainable development.What is the cause of a cold out of pension development?What are the effects of customer purchase intention of home-stay?And what shouldthe development of the home-stay industry be used to stimulate consumers’ willingness to consume again.According to these problems,starting from the perspective of pension service scene,this paper discusses the home-stay of west lake scenic spot.Through the literature reviewed,the home-stay’s service scene will be divided into three dimensions,external environment,internal environment and facilities,security and privacy,Introduction of intermediary variable place attachment as well as adjust variable demographic characteristics,place attachment divided into place identity and place dependent as two dimensions,plus the willingness to spend again as the dependent variable,form the research model of this paper.In order to discuss and demonstrate the model and hypothesis,this paper is based on relevant literature and theory at home and abroad,analysis the characteristics of West Lake scenic area,interview home-stay’s operators and consumers to obtain key information,Then,making questionnaire,pretesting and questionnairing to ensure its effectiveness and science.In the formal empirical study,this paper distributed 500 questionnaires in the form of online and offline forms,and 446 questionnaires were collected,SPSS20.0 was used to carry out the statistics and input of questionnaire data,It also analyzes its reliability,validity,correlation,regression and variance,and explains the relationship between independent variables,dependent variables,mediation variables and adjustment variables.Empirical study results show that the home-stay facility external environment,internal environment and facilities,security and privacy to influence customer willingness to spend again,including security and privacy elements evident influence on customer willingness to spend again.On this basis,Suggestions are made for the operator of home-stay:(l)create elaborate external scenes through the borrowing of the scenes;(2)focus on internal and external repair and create a comfortable internal environment;(3)provide humanistic care and foster a caring atmosphere;(4)construct the marketing events of the core of the joint online and offline.The research results provide the direction and feasible basis for the transformation and development of the home-stay,and also help to improve the attention of the operator of the home-stay in the service scene.