Research On The Countermeasures To Promote B&B In Yongjia Nanxi River Basin Based On Consumer Behavior

In recent years,the bed and breakfast in China has been a blowout growth.The N anxi River basin of Wenzhou Yongjia County,Zhejiang Province,attracts tourists fro m all over the world with its beautiful scenery,fresh air,pure life and the ancient tradi tional culture.Since 2012,the Yongjia County government of the Nanxi River basin h as promulgated a policy of supporting the development of the people's residence,enco uraging the development of the Nanxi River basin accommodation.As the tourism ma rket is more and more mature,the demand for tourism is more personalized and divers ified,accommodation also faces a new test and shuffle period,which puts forward ne w requirements for the development of residential accommodation.In this paper,the st atus and types of the development of the residential area in Yongjia Nanxi River basin are obtained through on-the-spot visit and analysis.Based on the consumer behavior theory,4P marketing theory,industrial positioni ng theory and experience economy theory,this paper selects 231 Consumers who hav e checked in the Nanxi River basin to investigate and analyze consumer characteristic s,travel habits,preference for accommodation type,reservation of accommodation,ac cess to residential facilities,Accommodation services demand and satisfaction with th e Nanxi river basin accommodation.Through the survey found that the consumer char acteristics and travel habits and the type of accommodation,reservations,there is a co rrelation between the consumer preference for riverside leisure theme accommodation;In the supply of accommodation facilities,consumers have the greatest demand for s afety and cleanliness;in the supporting services of accommodation,Consumers hope t hat the host can provide local catering,a variety of cultural activities and car rental an d car services.In this paper,the SWOT analysis of the development of the residential area in Yongjia Nanxi River basin on the basis of this,the author puts forward concret e suggestions and countermeasures for the development of the people's accommodatio n in the Nanxi River basin: To target the consumers ' group orientation,strengthen the experience,encourage the diversity,individuation and characteristic development of t he hostel,make use of the reservation platform of the hostel,increase the publicity of t he hostel,To protect consumers ' safety,perfect the supporting service of the accomm odation,standardize the experience of the people's dormitory,improve the satisfaction of consumers,improve the safeguard measures and raise the level of the developmentof the residential.It is hoped that through the study of this paper,the Nanxi River bas in will be a healthy accommodation in the direction of development.