Research On The Perceived Value Of Tourists In Homestays

In recent years,with the improvement of social and economic development level.Sharing economy,as a new economic development mode,gathers and reuses scattered and idle resources and matches supply and demand,so as to realize value and economic innovation.This business model has penetrated into various fields of social life.Homestays,as a typical representative of sharing economy in the field of tourism and tourist destination cultural symbol of hosting space,will be idle housing to provide resources for tourists in the form of household sideline production.It creat the social space of everyday life which is different from tourists in order to realize its economic value,cultural value and social value of perfect fusion and satisfy the tourist in the whole domain under the background of the era of personalization,the standardization of tourism demand.The particularity of tourism demand can be analyzed and explored by studying the perceived value of homestay residents.The booming development of homestays accommodation industry has brought a large amount of capital into the market,driving the development of related economic industries and promoting the further integration of tourism resources.However,because of the influence of cultural factors,regional differences and other relevant factors,the development of homestays has also been commercialized and homogenized.At present,China has not issued relevant policies on the development of homestays as an emerging industry,and the concept and development orientation of homestays are vague.As a result,operators ignore the cultural connotation of homestays and tourists’ subjective feelings,resulting in supply shortage and supply-demand mismatch.Due to the late development of China’s home stay facility industry,there is no systematic research on homestays in the academic circle.Most studies on home stay facilities are from the perspective of the supply side.The research content is broad and mainly conceptual,such as the description of the current situation of home stay facilities,business model,countermeasures and suggestions,and the comparison between the development of home stay facilities in Taiwan and the mainland.In terms of research methods,it is mainly qualitative research,lacking of quantitative research and empirical analysis.This study reviews the related literature at home and abroad on the basis of the analysis and the perceived value of a home stay facility and other related concepts,takes the market marketing theory of customer perceived value and customer expectations theory as the theoretical basis,on the existing research results,from the perspective of tourism demand side and the angle of the home stay facility residents,addresses the perceived value of the home stay facility residents related research.By means of questionnaire distribution and mathematical statistics analysis,the dimensions of perceived value of homestay residents were divided,and on this basis,the differences in perceived value of different groups of tourists were further analyzed.According to the above research ideas,this study mainly includes the following contents:1.First of all,the theoretical and practical significance of this research is proposed on the basis of clarifying the three research backgrounds.Then,the research framework and research methods of this paper are sorted out,and the possible innovation points of the research are explained at last.2.By summarizing relevant literatures at home and abroad,the concepts of homestay and perceived value are firstly sorted out,and the concept of homestay mentioned in this paper is extracted.Then the research progress of home stay facility at home and abroad is understood and literature review is made.At last,the theoretical basis of this study is expounded on the basis of summarizing relevant concepts and research.3.On the basis of summarizing the division of the dimensions of perceived value and scale questions by domestic and foreign scholars,a research scale suitable for this study was designed.The research scale was tested and modified through pre-survey to form the final questionnaire.Through issuing,recycling and screening,309 valid questionnaires were finally obtained.SPSS was used to conduct descriptive statistical analysis,reliability and validity test and other sample analysis on 309 valid questionnaires.4.Through factor extraction,factor naming and factor interpretation 5 common factors were extracted from 21 measurement questions,and finally the perceived value of tourists in b&b included five dimensions:cost perception,functional value,service value,emotional value and situational value.On this basis,the differences in perceived value of homestays among different groups of tourists,such as different genders,ages,monthly incomes and education levels,are further analyzed.5.Through the elaboration and combing of the specific conclusions formed by the research,put forward relevant suggestions for the development of homestays,analyzed the deficiencies of the paper,and proposed the possible future research directions.