Research On The Development Of B&B In Banan District Of Chongqing Based On Tourists' Perceived Value

With the adjustment and development of traditional sightseeing tourism to leisure vacation tourism,B&B has become a hot spot.How to better meet the needs of tourists,improve the investment income of the B&B owners,and ensure the sustainable development of the B&B is worthy of in-depth study and discussion.Taking the Banan B&B in Chongqing as an example,through field visits,it is found that the perceived value of tourists is closely related to the quality of B&B operators,the activities organized by B&B,the facilities and services of B&B,and the publicity and transportation of B&B.The quality of B&B operators will affect the emotional value of tourists,the facilities and services provided by B&B will affect the service value of tourists,the external publicity and transportation of B&B will affect the convenience value of tourists,and the activities organized by B&B will affect the reference value of tourists.The perceived value of tourists to B&B will affect the experience of tourists,and the quality of the experience will affect the satisfaction and loyalty of tourists.The author found that most tourists think that the perceived value experience of t B&B in Banan is not ideal.How to enhance the tourists' satisfaction and loyalty by enhancing the perceived value of tourists is the current need for settlement in Banan District.Therefore,based on the research results of the homestay,perceived value,tourist satisfaction and tourist loyalty,the author based on Gallarzaa M G &Saura I G to investigate the travel behavior of college students,the research results of perceived value,value dimension,satisfaction and loyalty are compiled into a new combination of 6 dimensions of perceived value: emotional value,Service value,convenience value,environmental value,reference value and social value.Based on the actual situation of the development of B&B in Banan District and the interviews of experts and scholars,the hypothesis is constructed,the model is built,the measurement system is established,and the collected data is statistically processed and analyzed by SPSS20.0.Exploring the impact of perceived value on tourist satisfaction and tourist loyalty,and the relationship between tourist satisfaction and tourist loyalty.The final conclusions are as follows:(1)perceived value of B&B in banan district includes six dimensions;(2)perceived value of B&B facilities in banan district has a positive impact on tourist satisfaction;(3)perceived value of B&B facilities in banan district has a positive impact on tourist loyalty;(4)tourist satisfaction has a positive impact on tourist loyalty.Based on the research results and analysis combined with the previous summary of domestic and foreign literatures,this paper sets goals for the development of B&B in Ba nan District,puts forward the concept and points out the development path.According to the development status of B&B in Ba nan District,specific countermeasures have been formulated:(1)Integrate resources to enrich the perception of B&B experience;(2)Improve the quality and strengthen the management ability of B&B owners;(3)explore the culture and enhance the competitiveness of B&B;(4)Focus on cultivating and innovating the characteristics of B&B;(5)Strengthen services to create a home-like environment for B&B;(6)expand marketing channels and develop the source market for B&B;(7)improve the infrastructure and provide reasonable accommodation facilities.It is hoped that through the implementation of these strategies,tourists' satisfaction and loyalty will be enhanced to ensure the sustainable development of B&B in Banan District.