Study On Rural B & B Service Satisfaction And Influencing Factors

Rural homestays,as an emerging "internet celebrity" industry,are a new model of rural tourism in China.The development of rural homestays is an important channel and breakthrough for rural revitalization.Developing rural homestays can not only increase the added value of agriculture,but also increase farmers’ income,promote agricultural management,cultural construction,and economic and social development.It can also stimulate the vitality of traditional and hollow villages,and achieve rural revitalization in Fuzhou.Fuzhou has abundant rural product resources,unique ethnic customs,beautiful wilderness,rich regional culture,and huge potential for the development of homestays.However,the research and development level of its rural homestays is still in its early stages,and there are still many problems in meeting consumer needs in terms of products and services,and consumer satisfaction needs to be improved.How to improve customer loyalty and enhance tourist satisfaction has become the key to gaining an advantage in the industry competition for Fuzhou rural homestays.This study lasted for 6 months and collected data from 35 rural homestays in Fuzhou.Using theories such as consumer satisfaction,service quality,and marketing,it was linked to the development of the homestay industry in Fuzhou.From the perspective of tourists,IPA(Important Performance Analysis)was used to analyze the service satisfaction of homestays.Based on the theoretical model of customer satisfaction index and Fennel’s logical model,six main variables,namely value perception,environmental perception,service perception,transportation perception,cultural perception,and loyalty perception,are set as primary indicators.Below them,secondary and tertiary indicators are set for questionnaire analysis.Using methods such as econometric evaluation index analysis,correlation analysis,regression analysis,and IPA analysis,this study explores the consumer satisfaction of rural homestays in Fuzhou.The conclusions of this study are:(1)Evaluation indicator: Service quality has a significant positive impact on customer satisfaction,with higher service quality leading to higher consumer satisfaction.(2)Correlation analysis: The decoration style,transportation convenience,professionalism of service personnel,catering services provided,personalized services,and experiential projects of rural homestays have a significant impact on consumer satisfaction.Improving service quality is beneficial for improving satisfaction and also increases consumers’ willingness to revisit.(3)Regression analysis: The six major indicators have the greatest positive impact on the overall satisfaction of tourists,with value perception having the greatest impact on the satisfaction conditions of tourists.(4)Basic attribute analysis of tourists: In addition to loyalty perception,the six major indicators for women have significantly higher evaluation scores than men.The younger the age of the respondents,the lower their education level,and the lower their income,the higher their satisfaction with homestays.(5)IPA analysis: Consumers value value,environment,and culture,but their satisfaction is low.Homestays can start from these aspects,which is beneficial for improving user satisfaction.Finally,the following countermeasures and suggestions are proposed: starting from product development,developing unique products,scientifically arranging homestays,and improving infrastructure;Starting from marketing,accurately positioning goals,emphasizing word-of-mouth promotion,and scientifically utilizing the internet;Starting from service quality,providing humanistic services;Cultivate a good service attitude.