工商管理学院知识库

  乡村民宿是我国乡村旅游发展过程中一个重要的组成部分，更是促进整体旅游行业发展的一个有效举措。随着国家对乡村发展的高度重视与相关政策法规文件的出台，学界对乡村民宿的行业现状，游客评级，未来发展趋势等方面进行了探讨。本文运用爬虫技术对途家（全球民宿短租公寓预定平台）APP上的游客评论文本进行关键字挖掘，列出游客对乡村民宿最关心的要素，可以发现，主客互动成为决定游客对民宿体验是否满意的最关键因素之一。随着乡村民宿的发展，主客互动成为游客体验民宿的一个普遍现象。而游客对主客互动之间的的参与，则会影响游客是否有对民宿进行推荐的意愿。因此，本研究致力于对乡村民宿主客互动和游客口碑传播意愿之间关系的研究，试图探讨乡村民宿主客互动对游客口碑传播意愿的影响。

   本研究思路如下：本研究以乡村旅游为背景，选取入住过乡村民宿的游客为研究对象，探究主客互动、游客信任与游客口碑传播意愿三者之间的逻辑关系。首先，通过阅读与分析相关文献内容，以前人的研究成果为基础，将主客互动划分为三个维度：信息互动、商品/服务互动、人际互动。将游客信任划分为游客认知信任和情感信任两个维度。构建主客互动、游客信任和游客口碑传播意愿的结构方程模型，并提出研究假设。其次，结合乡村民宿主客互动的特征修订调查问卷，收集数据。再次，通过 SPSS26.0 软件对回收的数据进行分析，得出本研究结论为：（1）主客互动能够正向影响游客信任；（2）主客互动能够正向影响游客口碑传播意愿；（3）游客信任下的情感信任维度能够正向影响游客口碑传播意愿，游客认知信任维度对游客口碑传播意愿的影响不显著。最后，本研究对乡村民宿主客互动提出以下几个方面建议：（1）提高民宿主人服务意识，完善民宿基础设施。（2）加强主客之间的人际互动。（3）保持乡村民宿的个性化。

  本研究的创新点在于，通过对乡村民宿网上预约平台游客的在线评论进行数据挖掘和分析，得出乡村民宿主客互动是游客进行乡村民宿体验最为关心的话题，用数据证明了本研究对乡村民宿主客互动进行研究的必要性。

  Rural home stay is not only an important part of the development of rural tourism in China, but also an effective measure to promote the development of the overall tourism industry. With the high attention paid by the state to rural development and the introduction of relevant policies and regulations, the academic circles have discussed the current situation of rural B & B industry, tourist rating, future development trend and so on. This paper uses crawler technology to mine the keywords of tourist comments on Tujia (Global short rent apartment reservation platform) app, and lists the elements that tourists are most concerned about rural B & B. It can be found that host guest interaction has become one of the most important factors to determine whether tourists are satisfied with the B & B experience. With the development of rural B & B, host guest interaction has become a common phenomenon for tourists to experience B & B. The participation of tourists in the interaction between host and guest will affect whether tourists are willing to recommend home stay. Therefore, this study is committed to the research on the relationship between host guest interaction and tourists' willingness to spread word-of-mouth, and tries to explore the impact of host guest interaction on tourists' willingness to spread word-of-mouth.

  The ideas of this study are as follows: This study takes rural tourism as the background, selects tourists who have stayed in rural B & B as the research object, and uses structural equation analysis to explore the logical relationship between host guest interaction, tourist trust and tourists' willingness to spread word-of-mouth. Firstly, by reading and analyzing the relevant literature and based on the previous research results, the subject object interaction is divided into three dimensions: information interaction, commodity / service interaction and interpersonal interaction. Tourist trust is divided into two dimensions: Tourist cognitive trust and emotional trust. Construct the structural equation model of host guest interaction, tourist trust and tourist word-of-mouth communication intention, and put forward the research hypothesis. Secondly, combined with the characteristics of host guest interaction in rural B & B, revise the questionnaire and collect data. Thirdly, through spss26 0 and mplus7 The software analyzes the collected data and draws the conclusions of this study as follows: (1) host guest interaction can positively affect tourists' trust; (2) Host guest interaction can positively affect tourists' willingness to spread word-of-mouth; (3) The dimension of emotional trust under tourists' trust can positively affect tourists' word-of-mouth communication intention, and the dimension of tourists' cognitive trust has no significant impact on tourists' word-of-mouth communication intention. Finally, this study puts forward the following suggestions for the host guest interaction of rural home stay: (1) improve the service awareness of home stay owners and improve the infrastructure of home stay. (2) Strengthen the interpersonal interaction between subject and object. (3) Maintain the personalization of rural B & B.

  The innovation of this study is that through data mining and analysis of the online comments of tourists on the online reservation platform of rural B & B, it is concluded that the host guest interaction of rural B & B is the most concerned topic for tourists to experience rural B & B. the data proves the necessity of this study on the host guest interaction of rural B & B.