Study On The Influence Mechanism Of Service Recovery Strategy And Service Failure Attribution On Customer Behavioral Intention In Ethnic Village Hotels

With ethnic village tourism entering the era of popularization and being placed in the context of rural revitalization,tourism has become a new engine for the economic growth of ethnic village.Among ethnic minority villages in our country,the endowment of ethnic tourism resources is excellent.The integration of agriculture and tourism can become an effective means to expand farmers’ income channel of tourism in ethnic villages.The stability of the hotel industry and its accessibility compared with other industries make it a pillar industry in the development of tourism.Rural hotels have become an important way for farmers to earn income.Vigorously developing rural hotel industry is not only an important means to increase the income of local farmers and relieve the employment pressure of local population,but also an important way to develop the tourism economy of ethnic villages.As the rural hotel service staff negotiate with customers more times,customers are more concerned about the service experience brought by the hotel.The intangible characteristics of service lead to the great uncertainty of the service quality of rural hotels,and the service level is difficult to measure.If there is a problem with the services provided by the rural hotel,it may make customers have negative emotions,which will cause a series of results such as customer complaints and customer loss while damaging the economic interests,thus bringing great word-of-mouth damage to the long-term operation of the hotel and affecting the long-term development of the hotel.Excellent service remedy measures can make up for the service failure,reduce the negative feelings of customers,improve customers’ check-in experience,and reduce the customer turnover rate.So can the experience summary be summarized at the theoretical level? Can it give systematic and comprehensive investigation and analysis verification at the micro level? Based on this,with SOR(stimulor-organism-response)as the theoretical framework and Qianhu Miao Village in Xijiang as the situational case site,this paper mainly uses the situational experiment method to introduce the attribution theory,SOR theory and expectation theory into the study of rural hotel service,to explore the mechanism of service recovery strategy and service failure attribution of ethnic rural hotel on customer behavioral intention.In order to provide tourism destinations and government departments to improve the service quality of ethnic village hotel optimization programs and policy suggestions.The main conclusions of the study are divided into four points:(1)Service recovery strategies(prevention before service failure and recovery after service failure)have a significant difference in the customer impression of the hotel.Compared with recovery after failure,prevention before failure gives a better impression to the customer.(2)Attribution of service failure moderates the relationship between service recovery strategies and hotel impression.When customers attribute service failure to subjective factors,different service recovery strategies adopted by rural hotels have greater impact on customers’ hotel impression.(3)Hotel impression plays an intermediary role between two types of service recovery strategies(prevention before service failure and recovery after service failure)and customers’ repurchase intention.Two types of service recovery strategies(prevention before service failure and recovery after service failure)further affect customers’ repurchase intention by affecting hotel impression.(4)Customer attribution of service failure moderates the influence of service recovery strategy on hotel impression,and further affects customer repurchase intention,that is,service failure attribution moderates the intermediary process of service recovery strategy → hotel impression → repurchase intention.This study focuses on the service failure and service recovery of ethnic rural hotels,uses quantitative and qualitative methods to explore and explore the problems,takes a more diverse sample as the empirical research object,and emphasizes the heterogeneity and commonality of service recovery strategies under different attribution scales.At the same time,a theoretical model suitable for this study is proposed based on SOR theory,which provides a theoretical framework for future studies on the optimization and sustainable development of service quality of ethnic rural hotels,and provides a path and policy direction for ethnic rural hotels to achieve quality improvement and income generation.