Research On Home-stay Development Strategy Of Mingyue Mountain Scenic Area Based On Tourist Accommodation Experience

Nowadays China has entered the new era of mass tourism.The demand for personalized and experiential consumption of tourists is increasing,and standardized tourist accommodation facilities can’t meet the needs of tourists in the new era.The Home-stay is one of the most competitive non-standardized accommodation products in the current tourism industry.How to best meet the various needs of tourists and improve operating status are urgent topics worthy of further study.This essay took the Home-stay supported by Mingyue Mountain Scenic Area in Yichun City for the study(hereinafter referred to as Mingyue Mountain Scenic Area Home-stay),and conducts in-depth field investigations to analyze the geographical location conditions,characteristic resources,and related policies of Mingyue Mountain Scenic Area Home-stay.It is found that the Mingyue Mountain Scenic Area Home-stay are mainly in the form of holiday farmhouses,and the operators generally have low education.Most of them are run by families independent investment and operation,small-scale scattered operation.The main house resource is the reconstruction of old houses.The rich cultural resources have not been fully tapped,and the development potential of the homestay is great.Based on the investigation of tourist accommodation experience and combined with references and previous maturity experience scales,I design the questionnaire from the five dimensions of sensory,emotion,action,thinking,and association.The questionnaire contains three parts---measurement of tourist experience,tourist characteristics and the behavior intention.Through the survey data collection of tourists who have experienced Home-stay in Mingyue Mountain Scenic Area,and then I used SPSS22.0 software to perform descriptive analysis,exploratory factor analysis,factor mean analysis,reliability and validity analysis and differential analysis.After the final analysis of the correlation between tourist accommodation experience and behavioral intention,The results showed that the overall accommodation experience of Mingyue Mountain Scenic Home-stay tourists was not above the upper middle level,the sensory experience was poor,the emotional experience was better,and the cognition,activity and interactive association experience were insufficient.Based on investigation results from the survey results of operators and tourists,there are three problems in the Mingyue Mountain Scenic Area Home-stay:(1)lack of high-quality Home-stay products;(2)low management and service experience;(3)lack of experience activities.Aiming at the development status and problems of Mingyue Mountain Scenic Area Home-stay,I put forward improving Home-stay products quality,the level of management and service;and diversifying Home-stay experience.I hope to provide a reference for the development of Home-stay in Mingyue Mountain Scenic Area,and also provide ideas for the development of similar types of Home-stay that relied on scenic areas.