Study On The Relationship Between Tourists' Perceived Value And Behavioral Intention Of Homestay From The Perspective Of Place Attachment

Under the background of the new era,the change of tourists' consumption demand and the development of sharing economy make tourists tend to obtain diversified,independent and personalized tourism products and services,and they are eager for in-depth experience and emotional recognition and communication.As an new form of accommodation,homestay is favored by tourists for its unique natural and cultural scenery,distinctive architectural style and decorative art,unique culture and creativity,and personalized service.Both the policy orientation and the change of market demand make homestay become a new attractive tourist spot.Under the situation of increasingly fierce market competition,it is difficult for homestay to achieve sustainable development only depending on the feelings of the homestay owners.Perceived value is the comprehensive evaluation made by tourists on the perceived benefits and losses of tourism products or services in a specific context,and it is the source of obtaining competitive advantages.In order to realize the sustainable development of tourism destinations,exploring the formation mechanism of tourists' positive behavioral intentions has become an important research content in the academic and industrial circles.In the process accommodation,visitors will form a certain sense through products and services,when actual perception over expected perception,the tourists would be easy to be satisfied,good lodging experience is easy to form positive emotional bonds and local emotion,tourists who have a strong sense of satisfaction and place attachment prefer spending more time,energy,money and other resources on the homestay,then they will show some behavioral intentions,such as repeated purchase,word of mouth.Therefore,from the perspective of place attachment,this study explores the constituent dimensions of perceived value of tourists in homestay as well as the relationship among satisfaction,place attachment and behavioral intention.This article through combing the domestic and foreign research about the concept of perceived value,satisfaction,place attachment and intention,as well as the relationships between this four variable,according to the related literature and research results,combining with the environment,facilities,services and the tourist behavior characteristics,determining the elements of perceived value,satisfaction,place attachment and behavioral intention of homestay on the level of theory.According to the theory of "cognition,emotion,intention",establishing the theory model of the relationship of homestay tourists' perceived value and behavioral intention.Combined with the research of domestic and foreign scholars,the corresponding research hypothesis is put forward and the hypothesis model is constructed.Based on the research scale of domestic and foreign scholars,this study designed the measurement scale of perceived value by combining the characteristics of homestay and the standard specification of "classification and evaluation of homestay service quality",and the place attachment,satisfaction and behavioral intention are measured by mature scales.Based on the reliability test results of small samples,suggestions from experts,tourists and hometay owners,the perceived value measurement scale was modified.Through the combination of online and offline methods,a survey is conducted on the star-rated homestay facilities in Shandong province to collecte valid questionnaires,SPSS22.0 and AMOS22.0 are used for data statistical analysis to verify the research model and research hypothesis.Through exploratory factor analysis,four dimensions of perceived value of homestay tourists are obtained,which are named emotional service value,facility value,environmental value and convenience value.In order to strengthen the reliability of measurement indicators and the stability of parameter estimation,when studying the relationship between the four variables,perceived value is regarded as a single dimension,and the mean value of the measurement items in the four dimensions of perceived value is used to represent their respective dimensions to study the relationship between perceived value and behavioral intention.The results show that the perceived value of homestay tourists in a one-dimension does not directly affect behavioral intention,but indirectly influences behavioral intention through the mediating effect of satisfaction and place attachment.The satisfaction of tourists in homestay not only affects the behavioral intention directly,but also affects the behavioral intention through place attachment indirectly.Satisfaction has a significant positive impact on place attachment.The influence of two dimensions of place attachment on behavioral intention of tourists in homestay is different,and the influence of place dependence on behavioral intention is not significant.For homestay tourists,there is an influence relationship between the two dimensions of place attachment,and palce dependence has a significant positive impact on place identity.Among the four dimensions of perceived value,emotional service value has the largest influence on perceived value,followed by facility value,environmental value and convenience value.In addition,this study has obtained the complex path of "perceived value?satisfaction?place dependence?place identity?behavioral intention",which provides a new explanatory perspective for the study on the perceived value and behavioral intention of homestay tourists,and enriches the theoretical and empirical research on homestay.Finally,on the basis of the research conclusions,this paper puts forward management suggestions on how to cultivate the positive behavioral intention of homestay tourists from theperspectives of perceived value,satisfaction and local attachment.Four suggestions are put forward to improve the quality of landscape environment,improve the hardware facilities system,strengthen the emotional service experience,and enhance the security and convenience guarantee.Taking satisfaction as the breakthrough point,two suggestions are put forward to improve customer service level and strengthen customer relationship management.Taking the place attachment as the breakthrough point,this paper puts forward two suggestions of creating differentiated tourism experience and creating tranquil and peaceful living environment,so as to provide some references for the sustainable development of homestays.