Study On The Impacts Of Customers’ Travel Motivation And Perceived Value On Their Behavior Intention Of Eco-Boutique Hotels

The rise of the new village hotels around Hangzhou captures the media’s attention. This kind of hotels tried to protect the local culture, and promote the local economy as well. Though being popular, some researchers still worry about the future of those hotels. Based on a comprehensive literature review, this study did several extensive interviews with professionals and managers. Finally this study terms those hotels as Eco-boutique hotels. This study focuses on the impacts that the visitors’ motivation and perceived value impose to their behavior intention. Based on the empirical study, this study proposes the suggestions on improving the customers’ satisfaction. The aim of these suggestions is to establish the future sustainable development of the Eco-boutique hotels.In the context of this study, this study investigates the impacts visitors’ motivation and perceived value impose to their behavior intention by employing theoretical analysis and data analysis. After the process of constructing the study model, proposing the study hypothesizes, producing the questionnaire, data collection and analysis, four conclusions come as follows:(1) Eco-boutique hotel is characterized by thematic, architecturally notable design offering warm, intimate and personalized service, a smaller size than the typical business hotel, beautiful ecological environment, and target market of up market20-55years old;(2) The motivations like Seeking personal rewards, Escaping interpersonal environments influence the behavior intention negatively, the perceived value like Conspicuousness has a positive impact to behavior intention;(3) The motivations like Seeking interpersonal rewards, and the perceived value like Quality positively influences customer satisfaction, furthermore, customer satisfaction significantly and positively affects behavior intention;(4) The association between education level and motivation is not significant, additionally, the education level and the motivation of Seeking interpersonal rewards is negatively related.