A Study On The Motivation Of The Selection Of Bed And Breakfast In Rural Villages Based On Family Life Cycle

With China’s first rural guesthouse standard publishing, the proposal of non-standard accommodation industry, vacation with pay and 2.5 days of paid leave proposed, the development of rural guesthouses has a strong guarantee in policy. At the same time China’s tourist accommodation demand levels are rising, rural boutique guesthouse has broad prospects for development. In recent years, China’s mainland has become more industrial guesthouses rise, increasingly favored by tourists, which is the characterization of people changing the way they travel. Public consumption upgrade has brought great opportunity for boutique guesthouse industry. Domestic guesthouse has a good economy, but the operation effect tends to polarization. Seeing from the surface, guesthouses offer visitors a high-quality and diverse accommodation options, and with strong profitability to attract capital strength to participate in the community. However, our guesthouse industry preached two distinct developments polarization: on the one hand, early development areas rely on a mature regional markets and strong brand showing strong growth vigor such as Moganshan guesthouses. Their pricing is similar to star hotel but no off-season throughout the year; on the other hand, a large number of budding guesthouse operators are facing the difficulties of inaccurate market position and instable customer market, under the increasingly fierce competition. The author believes it is necessary to do a research on rural boutique guesthouse customer market, and clarify the market position for operators.Author takes Moganshan boutique guesthouses for example, from the perspective of the family life cycle, making quantitative analysis using questionnaires to get the conclusion. Visitor motivation of selecting rural boutique guesthouse can be divided into "relieving the pression" "Enhancing physical and mental health," "family needs" "Social needs "and" nostalgia "five push factors and" Arts and Humanities Passion "" host characteristics "" geographical advantage "and" social reputation "four pull factors. Research has analyzed:in different stages of family life cycle, the motivation of tourists choosing rural boutique guesthouse is different; tourists of different stages of family life cycle have different push motivation in terms of "relax decompression" and "family need "factors; so as pull motivation in terms of " arts and humanities feelings "and" host characteristics " factors. The research found Family Life Cycle has no influence to the preference of knowing rural guesthouse and predetermined channel preferences, preference for additional activities. here is a significant difference between rural boutique guesthouse service type preferences in different stages of FLC. Accordingly author provide Moganshan tourist destination tourism product design, such as theme park, family farm sector, resorts area and paternity camp four zones; and also give some suggestions to the guesthouse host including the aspects of life aesthetics, the owner characteristics, environmental site, promotion and activities.