In the context of the experience economy era, people's needs are becoming more and more diversified, travel accommodation, warm leisure and personalized homestays into everyone's sight, with local characteristics of homestays have become one of the most competitive products in the accommodation industry.
Compared with 2014, the size of the FIT market has increased, of which the global FIT market size increased by 5% year-on-year6%, while China grew by 16 percent year-on-year7% of independent travelers are not just looking for leisure and entertainmentI also hope to learn about the local culture and socialize through tourism.
The increasing transformation and upgrading of tourism demand has prompted the tourism accommodation industry to become more personalized and diversified. Therefore, accommodation products that focus on characteristic innovation, guest experience, culture and leisure have gradually attracted people's attention.
B&Bs have the advantages and characteristics of diversified accommodation products, personalized experience services, and the subjectivity of architectural space, which largely meet the various needs of different tourists, so they are deeply loved.
At the same time, the booking data of more than 900,000 hotels in the world provided by Mafengwo can be seen, although the region with the largest number of five-star hotels is Europe.
However, the number of independent travelers in China who choose five-star hotels is not very high, accounting for only 356%, on the other hand, the number of people staying in hostels and homestays accounted for 218%，Therefore, the unique homestay is favored by more and more tourists.
The research on homestays in foreign countries is relatively early and relatively mature. B&Bs were born in France at the beginning of the eighteenth century, when the aristocracy was no longer the only subject of rural leisure vacation, and ordinary commoners began to enjoy rural leisure vacation.
Due to the limited accommodation space provided by hotels and hotels in the original tourist areas, farmhouses were converted into resting and lodging places for tourists to stay in order to provide a place for tourists to live on vacation.
B&Bs generally rely on tourist farms to create accommodation facilities for tourists, in addition to renovating private houses or local farmhouses, they also provide humanized services such as pick-up, catering, laundry, and tour guides.
In Japan, the management of minshuku has become more specialized, and according to the differences in architectural forms, it can be divided into two categories: Western-style family guesthouses and farmhouse houses, and tourists can also enjoy homestay operatorsLocally-inspired experiences are offered.
B&B started late in China, and scholars mainly define it from two perspectives: one is a "farmhouse" that focuses on catering, and the other is a "family hotel" that focuses on accommodation. It is pointed out that in addition to being temporarily rented to tourists as a private spare room, homestay operators can also increase communication and interaction with tourists.
The vacant rooms of self-use residences will provide tourists with a place for rural tourism and life, especially emphasizing that homestays must be combined with local natural landscapes, ecological environment, human resources and agriculture, forestry, fishery and animal husbandry production activities, and proposing that homestays not only provide rural accommodation, but also effectively use various resources to provide leisure activities for tourists.
Enhance visitors' awareness, contact and experience of nature; It is believed that not destroying the rural terrain and landscape is the first priority of the development of homestays, and traditional farmhouse buildings can be used to provide tourists with accommodation and catering with rural characteristics.
It is proposed that the homestay should not only meet the needs of tourists for natural customs and local customs, but also meet the needs of tourists to pursue an idyllic and livable lifeand an important choice to experience the idyllic life.
In recent years, B&B has set off a boom in development in my country. Taiwan is the first region to develop homestays, followed by a series of nostalgic and natural areas such as Dali, Xiamen and LijiangStarted to develop homestays.
2010 to 2015 is an important period of vigorous development of B&B, in 2006, the number of B&Bs in Xiamen was only 13, by 2015 the total number of B&Bs in the area has exceeded 1,800, at the end of 2015, the number of B&Bs in the West Lake Scenic Area increased by as much as 2 times compared with 2010.
It can be seen that B&B has quickly become a scenic spot in a short period of timeIt has attracted the attention of many travel enthusiasts.
In terms of gender, the average value of male and female occupancy intention was 059 and 068, indicating that in general, the willingness of the female group to stay in the homestay was slightly stronger, and in terms of educational background, the general trend of the willingness value decreased with the increase of educational background, and the willingness of the primary school group was the strongest, which was 082, the graduate student group was the smallest and below the mean, at 052。
In terms of the number of stays, the general trend of willingness value increased with the increase of the number of stays, and the willingness of people who had stayed three or more times was the strongest, which was 078, while the willingness of people who have not lived in a homestay is the lowest, only 047。
In terms of monthly income, the group with a monthly income of 4001-6000 has the strongest willingness to stay, with an average of 072, followed by the group with a monthly income of 2001-4000 and the group of 6001-8000, respectively, 069 and 061. The willingness of groups with a monthly income of 2000 and below and 8001 and above to stay in B&Bs is average, which is 059 and 051。
Customers attach great importance to the attitude and efficiency of service staff, hotel hygiene, room sleeping environment, hotel geography and other factors, and the evaluation model of family hotels is constructed based on social networks, in addition to similar safety status, room facilities, service attitude, geographical location, price comparison, etc., the importance of "personalized service" is also pointed out.
The important factors influencing tourists' willingness to stay in B&Bs are safety, health status, service quality and comfort of facilities and equipment, which are also the decisive factors affecting tourists' willingness to stay again.
Tourists' willingness to stay in B&Bs will be affected by many factors such as the image of B&B, the demographic characteristics of residents, and their staying experience, including B&B infrastructure, services, hygiene, safety, scene factors, and the gender and age of the occupants. The hygienic condition represents the image of the B&BIt has an important impact on tourists' willingness to stay.
The research on the development and management strategy of tourist homestay based on tourists' willingness to stay again points out that garbage retention will leave a bad impression on tourists, and homestay operators should deal with the pollution caused by tourists.
Intensify efforts to develop rural tourism and leisure agriculture, and develop some rural leisure and vacation products, such as characteristic homestays, rural hotels, and leisure farms. In addition, the Ministry of Agriculture has also issued relevant policies to ensure that the land use of farmhouses and homestays is regulated.
On the one hand, it is necessary to implement the strictest cultivated land protection system, and on the other hand, it is necessary to give priority to arranging land for leisure agricultural projects with good development prospects and a great role in promoting farmers' employment and income. In order to promote the development of homestays, various preferential policies have also been introduced according to local conditions.
For example, Jiangsu, Zhejiang, Shanghai and other places proposed for the first time to transform restricted houses into homestays, and abolished the restrictions on housing property rights, so that more restricted houses can be reactivated, and the policy has opened the way for the healthy and sustainable development of the homestay industry to a certain extent.
China's homestay industry is developing rapidly, and the competition between homestays will continue to increase. How to choose from many homestays for urban residents, and how to maintain their core competitivenessThis is a problem that every B&B operator has to face.
Therefore, the willingness of urban residents to travel and stay in homestays and its influencing factors are of more important significance to the healthy and sustainable development of the homestay industry.
The willingness of city residents to stay in B&Bs increases with the increase in the number of stays, that is, the group of people who have never stayed in B&Bs has the lowest willingness to stay, and it was also found in the survey that many residents do not know what B&Bs areThis shows that the popularity of B&B needs to be improved.
It can increase publicity efforts through the Internet, newspapers, word-of-mouth, short ** and other marketing methods that keep up with the trend of the times, such as the establishment of self-government, official *** and "Douyin", "a live broadcast" and other platforms to attract the attention of urban residents, so that potential consumers can receive information about homestays in the society, and subtly deepen the impression in their mindsForm a loyal group of residents and strengthen their willingness to move in.
The geographical location of B&B is also one of the important factors affecting the willingness of urban residents to stay in B&B, but urban residents do not have a high perception of the geographical location of B&B, indicating that the location conditions of B&B need to be further optimized.
Therefore, before opening a homestay, it is necessary to do a good job in site selection, reasonable planning, and scientific decision-making, such as considering the distance from the city and whether it is located near tourist attractionsAccording to the distribution of local scenic spots, catering industry, etc., the geographical location of the first accommodation is scientifically selected.
At present, the research on homestays in China has set off a boom, and a large number of homestays are emerging, and there are still some problems in the development of homestays, which are limited in their attractiveness, which affects the willingness of urban residents to travel and choose to stay in homestays.
The hygiene status of B&Bs has a great impact on the willingness of urban residents to stay in B&Bs, and urban residents' perception of B&B hygiene is not very good, indicating that there is still room for improvement in the health status of B&Bs. Therefore, in the process of development, the B&B should strengthen the improvement of sanitary conditions, especially pay attention to the hygiene of the B&B kitchen, the sanitation of the toilet, and the disposal of daily garbage and waste.
Scientifically formulate products, clearly mark the price of the items that need to be charged, and clearly require the information released by the homestay operator to be true and accurate, increase the punishment for dishonest behaviors such as disturbance, and also open online complaint channels to encourage complaints and reports on indiscriminate charges and unreasonable homestaysStrengthen the supervision of the masses, so as to establish a good image and reputation of B&B.
February** Dynamic Incentive Program