Study On Influencing Factors Of Behavioral Intention Of Country Homestay Customers In Jinan City

In recent years,under the condition of policy support and the rapid influx of capital,the rural B&B market has been expanding from the rise of concept to the rapid development.Customers are the power source of sustainable development of homestay.How to improve the willingness of rural homestay customers to stay again and explore the influencing factors of their behavioral intention have become one of the ways to solve the bottleneck of passenger flow in rural homestay.In this paper,rural B&Bs in Jinan City as the research object,literature analysis,questionnaire survey,structural equation model method as the main research methods.With perceived value,customer satisfaction and behavioral intention as the factors,based on the three-point attitude theory,industry integration theory and satisfaction theory,combined with the actual research situation,structural equation model was used to study the influencing factors of rural B&B customers’ behavioral intention in Jinan City.Finally,it is concluded that the surrounding products,environmental atmosphere,safety and health,service quality,cost performance,etc.are the key factors affecting the behavioral intention of rural B&Bs customers.Accordingly,the paper puts forward some strategic suggestions to promote the development of rural homestay.First,the government should develop green resources and improve infrastructure.Secondly,in terms of B&B operators,regular training should be conducted to optimize service quality.Thirdly,in terms of industrial development,we should actively explore new business forms and modes to enrich peripheral products.Finally,maintain customers regularly and expand marketing channels to enhance popularity,so as to achieve the effect of improving the quality of rural homestay.