A Comparative Study On Cognitive Value And Perceived Value Of B&B

The development of social economy has driven the rise of mass tourism,and lodging has become the hot spot of tourism development all over the world.In the course of the development of B&B industry,we find a special phenomenon,"expensive lodging" but "one house is difficult to obtain ".In economics,price determinism holds that the value of goods determines its price,and the high price of B&B means that it has high value,which attracts many tourists,so what are the value attributes of these attracting guests? On the other hand,B&B investment has become a hot investment in recent years.However,according to the actual operating conditions,a lot of B&B management meet difficult,the host reflects on whether strategy went wrong.What is the host's cognition of the value of B&B? For B&B,the host-guest interaction is an important feature,if there is a big deviation between the host and guest's understanding of B&B value,it will lead to problems in B&B management.Practice survey found that some of the host recommended "best B&B" has not been sought after by the guests,while some of the low-profile B&B is "out of town." Whether this phenomenon means that because of the deviation of the host and guest's cognition of B&B value.The value of B&B is given by the host,perceived by the guest.Is there a dislocation between the two values,and does this dislocation hinder the healthy development of B&B? Therefore,the comparative analysis of the cognitive value of the host and the perceived value of the guest becomes a very important research problem.Based on the above understanding,this paper closely follows the B&B value attribute,and studies the B&B value from the perspective of host and guest respectively,and then compares the difference between the two.Huangshan City,because of its superior tourism environment and location conditions,has become a favorite investment place for many B&B investors,the owners of B&B management concept advanced,generally high level of education and multiple sources.Therefore,this paper chooses Huangshan City as a case study to carry out the research work on the related B&B accommodation,using the Grounded Theory qualitative research method,constructs the cognitive value model of the host and the perceived value model of the guest respectively.Comparing and analyzing the differences between the two values,and then provides the reference opinion for the development of the B&B property.Based on the research method of Grounded Theory and NVivo software,this paper makes a three-level coding operation on the original data,explores the cognitive value composition of the host and the perceived value composition of the guest,and analyzes the dimension composition of the two models.On the basis of in-depth interviews with 48 hostels,the interview data became the original data of cognitive value research,and the three-level coding finally obtained the cognitive value composition,which consists of five main categories : economic value?environmental value?functional value ?cultural value?emotional value and product function?service function.Ecological environment and other 11sub-categories as well as the host's cognitive value composition core category.From the perspective of B&B guests,this paper chooses Ctrip Travel Website to download 1103 online reviews of B&B guests,as the original data of perceived value research,and studies 11sub-categories,such as environmental value,functional value,aesthetic value,cultural value,emotional value,location environment,ecological environment,product function and the core category of perceived value composition category.The results show that there are many similarities and subtle differences between the two value components.The similarities are that the two models are composed of five main categories,four of which are common categories.They are functional value,environmental value,cultural value and emotional value.The difference is that economic value and aesthetic value in cognitive value are their special categories.It is found that both the host and guest of the B&B agree that the function value is the primary basic value,accounting for the most content.Other cultural,emotional and environmental values,although less content than functional value,are the key complementary value to enhance the competitiveness of B&B.Finally,according to the research results,the paper puts forward some countermeasures and suggestions which are helpful to the transformation and development of B&B :(1)transposition thinking to meet the diverse needs of guests;(2)improving quality and efficiency to improve the quality of service;(3)cluster development to enrich function activities;(4)integration and development to enhance the characteristics of B&B hosts;(5)transformation and development to give B&B multi-role.This paper further enriches the theoretical research of the B&B value by constructing the cognitive value model of the host and the perceived value of the guest,expands theperspective of the B&B value research from the perspective of both the subject and the guest,and provides a reference for the subsequent B&B value research.Through deeply understanding the cognitive value of the host and the perceived value of the guest,it is found that there is a slight dislocation between the host and guest value,which is helpful for the B&B host to understand the needs of the guest,enhance the competitiveness of the lodging,realize the transformation and management of the lodging,and make the B&B industry develop healthily.