Study On The Influencing Factors Of Tourists’ Behavioral Intentions On Huizhou Guesthouses Based On S-O-R Theory

A COVID-19 epidemic in 2020 caused great damage to the whole accommodation industry.With the gradual relaxation of the epidemic,domestic tourism has entered a normal development.It has become an important issue that how to promote the development of Huizhou guesthouses and continue to exert the positive effects of Huizhou guesthouses on the local economy,society and culture.Taking Huizhou guesthouses as an example,the purpose of this research is to explore the influencing factors and their internal mechanisms that affect the tourists’ behavioral intentions.The results will provide ideas for the development of Huizhou guesthouses in the post-epidemic era.This research firstly explored Huizhou guesthouses’ servicescape components and the unsatisfactory servicescape elements by using NVivo 11 Plus and ROST CM6 to conduct content and sentiment analysis on Ctrip’s online review data.After that,based on “Stimulus-Organism-Response”,this research examined the influence of two-dimensional servicescape(the substantive staging of servicescape and the communicative staging of servicescape)on satisfaction,tourist well-being and behavioral intention by using SPSS22.0 and AMOS22.0 to analyze 465 questionnaires.Meanwhile,this research further discussed the mediating effect of well-being and the moderating effect of perceived authenticity.The research found that:(1)The servicescape of Huizhou guesthouses can be summarized into two dimensions and nine categories,including the substantive staging of servicescape(design,atmosphere,supporting facilities,sanitary,spatial layout,meal supply and safety),and the communicative staging of servicescape(employee elements,customer elements);(2)The unsatisfactory servicescape elements towards Huizhou guesthouses are concentrated in the supporting facilities,sanitary,meal supply and staff service.(3)Both the substantive staging of servicescape and the communicative staging of servicescape positively affected satisfaction,and satisfaction exerted a positive impact on tourist well-being and behavioral intention.Besides,compared with the communicative staging of servicescape,the substantive staging of servicescape had a greater effect on satisfaction.(4)Tourist well-being played a partial mediating role between satisfaction and behavioral intention.(5)Perceived authenticity had a moderating effect on the relationship between the substantive staging of servicescape and satisfaction,and the relationship between well-being and behavioral intention.Based on the research findings,this research provides relevant suggestions for Huizhou guesthouses and other guesthouses across the country.