Research On The Relationships Among B&B Authenticity,Place Attachment And Visitors' Behavioral Intention

In recent years,with the rapid development of tourism,the upgrading of consumption structure and the change of people's consumption concept,tourists are gradually pursuing leisure tourism products with experience and emotions,and the B&B is a leisure tourism product combining experience and feelings.With its warm and comfortable accommodation form,family-friendly service methods and real life scenes,it satisfies the tourists' pursuit of different lifestyles and experiences the personalized and diverse experience of different cultures.This paper explores the relationships among the authenticity of the B&B,place attachment and visitors' behavioral intention.After clarifying these relationships,it helps the B&B operators to build the authenticity of the B&B and strengthen the attachment of the tourists to the B&B,thus promoting the tourists to stay again and recommend the word-of-mouth behavior.This paper takes Ping'an Village of Longji as the research object.Based on the collation and analysis of related literatures,this paper puts forward the research hypothesis of the authenticity of the B&B,place attachment and the intention of the tourists,and constructs the conceptual model.Secondly,based on the mature research results at home and abroad,combined with the characteristics of the operation status of the B&B,the questionnaire was designed.After the second round of expert questionnaires and pre-study questionnaires,the final questionnaire of the study was determined.Finally,300 questionnaires were collected and 282 valid questionnaires were collected in the form of field research and online questionnaire distribution for tourists.This study establishes a structural equation model and uses SPSS20.0 and AMOS21.O software to summarize the collected 282 valid questionnaires,using descriptive analysis,reliability and validity analysis,exploratory factor analysis,confirmatory factor analysis,correlation analysis,structural equation model test.Conclusions are drawn as the following:(1)The authenticity of the B&B significantly affects the place attachment,and the authenticity of the existentialism of the B&B has positive effect on place attachment;(2)place identity has positive effect on the behavioral intention of tourists;(3)The authenticity of existentialism significantly affects the behavioral intention of tourists;(4)place identity significantly has positive effect on the place dependence.Based on the above research results,combined with the actual development of the B&B of Ping'an Village.Related recommendations are as follows: first,highlighting local characteristics and creating characteristic architectural styles;second,creating an interactive atmosphere and enhancing tourists' emotional attachment;Third,enhance the management of the B&B,improve the vitality and quality of the B&B;Fourth,enrich the marketing method and improve the publicity effect of the B&B;Fifth,innovative service projects to provide a diverse experience.