| Nowadays,more and more urban people want to stay in a country that is in the real meaning of memory or imagination,where they can find the freedom of"picking Chrysanthemum under the East fence,taking a leisurely present south mountain",and enjoying the light of "watching the flowers before the court and watching the clouds in the sky outside the sky".As a distinctive rustic,the residence,perfectly meet the requirements of the third space.After the rapid development in recent years,the growth of the number of lodges has made the house and lodging industry become the Red Ocean market from the Blue Ocean market,and how to obtain the high quality and stable source has become the main goal of all the houses.Therefore,the number of host visitors contributes to the hostels' healthy and sustainable development is of great significance.Tourism image is the evaluation and perception of tourist destination before and after the tourist experience,and plays a vital role in the decision-making.From the time axis,first imagine the impression.It is to imagine a better pension inspires in home-stay,admitted to the real experience of the impression will affect the final decision of tourism,which is related to the development and the trend of future pension.As a distinctive taste of feelings,countryside residence,real experience after the image of how it will affect the stay-again intention?Based on the experience of pension tourists in Mogan Mountain as the research object,in reference to the large number of domestic and international literature on the home tourism experience,tourism image,the dimensions of a home-stay,image-experience persistent influence intention relationship model.Based on the mature scale,combined with the situation to sort out the research,questionnaire,using the method of small sample test,the model structure of previously proposed modified by the modified model and the formal questionnaire.Finally,408 valid questionnaires were collected through questionnaire survey,and SPSS20.0 was used to do reliability analysis,factor analysis,correlation analysis and regression analysis.1)Home-stay experience consists of four dimensions,respectively"Knowledge Experience","Emotional Experiencen","Escapist Experience" and"Esthetic Experience";home-stay image includes two dimensions,respectively"Tangible Evidence Image" and "Intangible Service Image".Additionally,home-stay experience,home-stay image and stay-again intention of each dimension is related to a higher degree.2)This study found that 21 hypotheses were set up by regression analysis,and only one hypothesis was not established.Among them,the four dimensions of home-stay experience and stay-again intention were positively related,and the two dimensions of the image,and stay-again intention was also a signif icant positive correlation.Four dimensions and Tangible Evidence images were,experi-ence significant positive correlation,but the knowledge and experience of intangible service image,emotional experience,escapist experience and esthe-tic experience and intangible service image were positively related.On the mediating effect of the conclusion is that the Tangible Evidence images in the intellectual and emotional experience played a part of the intermediary role.However in the escapist experience,esthetic experience plays a full intermediary role.The intangible service image in four dimensions,experience in some intermediary role to play.3)In all factors,each factor of different images influence the home-stay lodging degree.Influence of home-stay in the image,the size effect on the Tangible Evidence of images in order,Esthetic Experience(0.345)>Escapist Experience(0.290)>Knowledge Experience(0.117)>Emotional Experience(0.108);the size effect on the intangible service image in order,Esthetic Experience(0.538)>Escapist Experience(0.231)>Emotional Experience(0.144)>Knowledge Experience(0.013);the effect of lodging in the hostel experience the impact of each factor of Esthetic Experience(0.411)>Escapist Experience(0.251)>Knowledge Experience(0.211)>Emotional Experience(0.146),the factors that affect the size of the order of home-stay image Tangible Evidence Image(0.833)>Intangible Service Image(0.097).Finally,the research concludes some suggestions,namely tangible to intangible services,improve tourist service experience;Tangible Evidence rich results in beautiful images of tourists increased;tourism image diversification,improve tourists stay-again intention. |
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