Research On The Relationship Among Tourists' Accommodation Experience,Cultural Identity And Behavioral Intentions

With the booming development of the bed and breakfast industry in the last decade,B&B tourism has opened up a new market for contemporary leisure vacation travel,and the B&B industry has also been increasingly recognized by the industry and the market.However,the management and development of the soaring numbers B&B did not receive timely guidance in the ten years.Because of lacking accurate definition and evaluation criteria for a long period of time,the experience and culture of the B&B are neglected.Based on the development and research status of the B&B industry,this study takes an example of the B&B in Langzhong Ancient City as an example to conduct an empirical study on the accommodation experience,cultural identity and tourist behavioral intentions,explores the influence relationship among them,and proposes relevant management strategies and suggestions for the problems.Based on the concepts and research results of B&B,accommodation experience,cultural identity and tourist behavioral intentions,this study defines the accommodation experience,cultural identity and tourist behavioral intentions by adopted from the previous research theories.And improves evaluation system combining actual circumstance of Langzhong area,on the basis of this,establishes model and proposes hypotheses.Through field investigation and data collection,samples analysis of tourists with different individual characteristics and SPSS 19.0 were adopted to analyze statistically,and comparison of tourist accommodation experience,cultural identity,behavioral intentions and its dimension mean,the study finally arrive at the following reviews:(1)The accommodation experience has significant positive influence on behavioral intention.(2)The accommodation experience has significant positive influence on cultural identity.(3)The cultural identity has a significant positive influence on behavioral intentions.(4)The cultural identity has a significant mediating effect on accommodation experience and behavioral intentions.(5)There were significant differences in accommodation experience,cultural identity and behavioral intentions among tourists with different individual characteristics.According to the research findings,the following problems are found in the B&B in Langzhong Ancient City:(1)Blind development leads to the destruction of the authencity of the B&B.(2)Brand building in in name but not in reality,with only the name of " the theme " and " boutique ",which attracts tourists with the " stunts ".(3)Lacking market segmentation and the homogenization of accommodation products of serious;(4)Local residents have low self-management and insufficient utilization of B&B resources.(5)The interior of the B&B are careless about the provision of special cuisine and folklore activities.and the cultural identity degree of the accommodation products is not high.(6)The overall level of the B&B service is not high,and satisfaction of the tourists' accommodation experience,cultural identity and behavioral intentions are at the general degree.Finally,aiming at these existent problems,countermeasures and suggestions for its operating management are put forward.The study believes that the quality of the B&B in the Langzhong area should be improved by the following steps.First,strengthen the internal interaction of the B&B and attach much significance to the tourists' emotional experience.Second,the B&B building should be adjust local conditions and culture.Third,strengthen the supervision of the B&B industry to achieve the sustainable development.Fourth,segment sources of tourists market and strengthen the precise positioning,Fifth,must focus on the emotional continuation of tourists and create a "homelike" experience.