A Study On The Relationship Among Perceived Value?Place Attachment And Behavioral Intention Of Travelers In Home Stay

With the growth of diversified and personalized travel demand,the home stay while as a non-standard accommodation form is loved and favored by tourists with its personalized design and featured theme.The development of the home stay industry is in full swing,which has greatly boosted the rapid improvement of the township economy.However,facing increasingly fierce industry competition and rapidly changing market environment,the development of the home stay industry has weak competitiveness and market promotion is not in place.In order to give the lodging industry better guidance,experts and scholars have gradually conducted relevant research on the home stay.Previous studies have shown that the recommendation and sharing behavior of tourists can effectively improve the regional occupancy and popularity of products,and the behavior intention is an effective measure of the actual behavior of tourists.Therefore,understanding the needs of the tourist and grasping the influence mechanism of the tourist's behavior intention are effective ways to establish home stay brand,achieve the scale effect and sustainable development of the home stay products.Through the reading and sorting of previous literature,there are few studies on the behavioral intentions of the home stay experiences.Meanwhile,lacking of research on the influencing factors of behavioral intentions of home stay experiences,while restricts the development of the home stay industry and the marketing management.Based on the home stay industry and guided by attitude theory and local attachment theory,taking tourists who have stayed at the home stay as the research object,this paper follows the research path of “cognitive-emotion-behavioral intention” and tries to construct a model of the influence mechanism of the perceived value and Place attachment on the behavior of travelers in home stay with perceived value as cognitive variable and Place attachment as emotional variable.Based on the combing of the literature,the descriptive analysis,reliability and validity analysis,factor analysis and SEM structure equation modeling analysis of the surveyed data were carried out by means of statistical analysis software SPSS21.0and AMOS21.0 with the combination of theoretical analysis and data analysis.The results showed that:(1)the perceived value of the price value dimension has the highest score,and the price value has a significantly positive impact on thebehavioral intention of the travelers in home stay;(2)the emotional value,quality value and social value of the travelers in home stay are positively related to place attachment,and the impact of price value on place attachment is not significant;(3)Place attachment obviously impacted on the behavioral intentions of the travelers in home stay,and the local identity has a greater effect than local dependence.Finally,based on the above research results,this paper provides relevant countermeasures and suggestions for the operation and management of the home stay owners from the aspects of creating personalized home stay products,enhancing tourists' perceived value,stimulating tourists' emotional experience,attaching importance to tourists' perceived quality value,and creating a good social atmosphere deeply rooted in the local characteristic elements and home stay service.