Similarity And Differentiation Of Tourists’ Perceived Images Of Urban Boutique Homestay And High-end Hotel Based On TGC Data

The transformation and upgrading of tourism consumption have spawned a new trend in the development of tourism accommodation,and the non-standard accommodation products represented by homestay have emerged at the historic moment.The development trend of booming supply and demand of the homestay industry has a certain impact on the development of the traditional hotel industry.Homestay is a supplement to traditional hotel,but also has some substitutions.In Shanghai as a case,this study selected the city boutique homestay and high-end hotel as the research object,adopting the research method of grounded theory research method to explore the similarities and differences in tourists’ perception image of the two kinds of accommodation products,and puts forward some countermeasures for optimizing the development accordingly.Tourists’ perception image can be divided into three levels: cognitive image,emotional image and overall image.Cognitive image,the study found that the homestay and the hotel tourists have to follow "swim before image default,information retrieval and cognitive processing,cognitive image of" the image of the cognitive process of understanding before swimming accommodation products,through on-the-spot experience to the real space,space,cultural space,the main body of cognition and cognitive processing,the resulting cognitive image of homestay,or hotel,However,the main cognitive category connotation and cognitive processing of tourists in urban boutique homestay and high-end hotel are different.In terms of emotional image,ROST emotion analysis module was used to calculate the value of words with emotional attributes in tourists’ comments,and it was found that tourists’ emotional image of urban boutique homestay and high-end hotel was generally positive.In terms of overall image,homestay has an overall positive,relatively unified and composite overall image,while hotel has an overall positive,relatively diversified and composite overall image.Due to the influence of different spatial properties,scale and standardization degree,tourists’ perception images of urban boutique homestay and high-end hotel are different.In order to reduce vicious competition,form complementary advantages and promote symbiosis and win-win development of both sides,it is necessary to optimize government policy guidance and enterprise business strategy.First,the government can stimulate the subjective initiative of the cooperation of competitors through policy formulation,publicity and guidance,so as to establish an operation mode based on cooperation and competition between homestay and hotel.Second,homestay owners should pay attention to the construction of homestay culture,innovate cultural display channels and guide tourists to participate in the construction,so as to further highlight the characteristics;Third,hotel operators should strengthen the advantages brought by the large scale and high degree of standardization through the construction of hotel alliance network,timely adjustment of facilities and services,strengthen market segmentation,and increase the total amount.