A Study On Influencing Factors For The Developement Of Homestay From The Perspective Of Holistic Tourism Destinations

In order to comply with the new trend of China's tourism development and realize the sustainable development of tourism,Li Jinzao,the director of the National Tourism Administration,put forward taking the holistic tourism destinations as the new direction of China's modern tourism development on the "2016 National Tourism Work Conference".Furthermore,the homestay develops rapidly due to meet the needs of personalization and non-standardization in tourism and leisure market at present.As the combination of tourism accommodation and family residential houses,the homestay can make full and rational use of idle resources,which plays an important role in promoting the transformation of China's tourism industry from the tourist attractions to the holistic tourism destinations as well as accelerating the construction of holistic tourism destinations.However,hometay is still a new format in China,the current development level of homestay is at the embryonic stage,a series of problems has seriously hindered its further development.Therefore,from the perspective of the holistic tourism destinations,exploring the influcing factors of homestay development,discovering problems and giving the corresponding suggestions to guide the development of the homestay have a very important effect on the realization of sustainable development of the homestay and the holistic tourism destinations.From the perspective of the holistic tourism destinations,with the sustainable tourism development as the premise of value,basing on the theory of customer perceived value,firstly,drawing up the list of factors and designing questionnaire,the thesis gained 28 factors affecting the development of homestay,and accordingly designed a preliminary questionnaire,at the same time,proposed a preliminary assumption about the model of the influencing factors of the development of homestay through literature research,semi-structured interview and on-the-spot investigation.Secondly,Pre-survey and factor screening,going to Dali,Yunnan for a pre-survey,screening factors according to the research results,acquiring 20 factors affecting the development of homestay,moreover,dividing the factors into homestay marketing perception,infrastructure and public health perception,environment and safety perception,atmosphere and diet perception,modifying the hypothesis of structural model and forming the final questionnaire.Thirdly,validating factors and establishing evaluation system,conducting one to one questionnaires aiming at thelodgers of the homestay of Wulingyuan scenic area and Xidi Hongcun,after using AMOS to analyze the survey data,this study validated 20 factors affecting the development of homestay.Basing on the above research and discussion,the thesis established the evaluation index system of influencing factors of the development of homestay preliminarily,used AHP to work out the weight of each indicator and set up the corresponding grading standard.Fourthly,empirical research,taking the homestay of Mogan Mountain,Deqing County,Huzhou,Zhejiang as an example,through comparing the evaluation results of the evaluation system of the influencing factors of the development of homestay with the actual development of the homestay of the Mogan Mountain,the thesis verified the influencing factors.Basing on the theory of customer perceived value,the thesis understood the actual needs of the lodgers of the homestay and built the evaluation index system of influencing factors of homestay development preliminarily through exploring the influcing factors of homestay development from the perspective of the holistic tourism destinations so that providing inspirations for estimating the development level of the homestay scientifically,discovering and correcting the problems of the homestay timely,and then promoting the sustainable development of the homestay and the holistic tourism destinations.