Study On The Effect Of Homestay Personalization On The Choices Of Tourists

With the rapid development of homestay industry,homestay has gradually become the core component of tourism reception industry.In addition to the function of accommodation,homestays are also important tourist attractions.Therefore,the development of homestay industry is not only related to local industry,but also related to tourist experience.At present,homologous problem of homestay is becoming more and more prominent,tourists put forward new requirements of individuation and diversification of homestay products.In order to improve the market competitiveness of homestay products,the real problem of the influence of homestay individuation on tourists’ behavior intention has become an important research content.At present,the concept of homestay personalization has not been clearly defined,the structural dimension of homestay personalization has not been analyzed to a certain extent,and the impact evaluation mechanism of homestay personalization has not been established.To sum up,this study puts forward the realistic problem of the mechanism of the influence of homestay individuation on tourists’ behavioral intention,aiming to have a clear definition of the concept of homestay individuation,so as to construct the dimension of homestay individuation and discuss and analyze its influence on tourists’ behavioral intention.This study constructs the research concept of homestay personalization based on the analysis of relevant theoretical literature such as tourists’ perceived value theory,consumer behavior theory,and tourism motivation push-pull theory,and establishes the personalized dimension of homestay.Based on this,a theoretical research model of homestay personalization,tourists’ perceived value and tourists’ behavior intention was established,and a research hypothesis was put forward,and a questionnaire was generated based on the actual research content on the basis of drawing on the relevant variable measurement index system of previous scholars,and tourists who had stayed in homestays were selected as the survey objects for filling in the online questionnaire.In this study,SPSS 22.0 and AMOS 26.0 data statistics software were used to perform descriptive statistical analysis,exploratory factor analysis,reliability and validity test,and structural equation model analysis of the sample data.According to the results of the analysis,the following conclusions are drawn:(1)Homestay personalization has a positive effect on tourists’ perceived value.Specifically,the impact of homestay service on tourists’ perceived value is greater than that of homestay activity experience on tourists’ perceived value than the impact of homestay environment on tourists’ perceived value.(2)Homestay personalization has a positive impact on tourists’ behavior intentions.Specifically,the impact of homestay service on tourists’ behavior intention is greater than that of homestay activity experience on tourists’ behavior intention is greater than the impact of homestay environment on tourists’ behavior intention.(3)The perceived value of tourists has a positive impact on the personalization of homestays.(4)Tourists’ perceived value plays a mediating role between the personalization of homestays and tourists’ behavioral intentions.Through the conclusion,this study puts forward the following suggestions: relevant universities and functional departments to accelerate the construction of homestay housekeeper talent team;All homestay industry organizations need to strengthen the professional ability training of homestay employees;Homestay operators need to strictly implement homestay service standards,continuously enrich the theme cultural connotation of homestay in the process of operating homestays,improve tourists’ accommodation experience,and at the same time create differentiated homestay activity products for different tourists.