Study On The Effect Of B&B's Servicescape On Customers' Behavioral Intension

As the quick pace of modern life and the increase of work stress,more and more people tend to choose nature tourism where has beautiful scenery,abundant humanism,and slow pace of life to go to relive their working stress.B&B is becoming the first choice of tourists because it has unique style,popular price and friendly atmosphere.Especially young people like B&B.B&B refers to provide customer with natural accommodation space as a family sideline business with local culture,natural landscape,ecological,environmental resources and forestry,animal husbandry production activities.This paper is taking B&B as the research object.First,this paper sorts out the domestic and international scene on B&B service,customer behavior intentions as well as related literature and research the relationship between the three aspects.Then,the B&B servicescape specific content elements are confirmed by literature review and relevant background.Further more,taking the B&B servicescape as the antecedent behavior intentions as the out come,establishing a model of how B&B servicescape infect customer behavior intention.This study based on mature scale,combined with the B&B's character to improve the preserved questionnaire of this study,and by testing the reliability and validity of the pre-test questionnaire,modifying the model structure proposed,we get a modified model.Finally,by collecting data through the “Questionnaire of B&B Servicescape,the Customer Experience and Customer Behavior Intentions”,using SPSS 22.0 do data reliability analysis,factor analysis,correlation analysis and multiple regression analysis.This paper comes to the four main conclusions: 1.B&B servicescape are divided into the external environment,internal environment,facilities,privacy and security.2.B&B external environment,internal environment,facilities,privacy and security can significantly affect the core customer experience.And the external environment,privacy and security have greater effect in customer experience,the external environment and the facilities have less effect in customer experience.3.B&B external environment,internal environment,facilities,privacy and security have a significant positive effect on customer behavioral intension.The external environment has the greatest effect.4.customer experience(core consumption experience and memorial experience)plays an important mediating role in the relationship between servicescape and customer behavior intension.