The Impact Of Investment Motivation Of Rural Home Stay Operators On Business Performance

With the continuous improvement of people’s living standards and the vigorous development of the tourism market,country houses,as an important carrier of the tourism market,are deeply loved by the public.Country house operators play an important role in the homestay industry,and their rational investment motivation is related to the business performance and sustainable development of country houses.Therefore,in order to promote the better development of the country house market in Linzhi City,it is necessary to carry out investigation and research,explore the impact of the investment motivation of country house operators on business performance from a quantitative perspective,analyze the problems arising from the current investment motivation of country house operators,and put forward targeted improvement measures and guiding suggestions,so as to promote the healthy and standardized development of country houses.Based on the research of literature related to country house operation at home and abroad,relying on motivation and incentive theory,stakeholder theory,business performance theory and behavioral science theory,and based on the reality of the development of country houses in Linzhi City,this paper establishes 10 secondary indicators in four dimensions of investment motivation and 9 secondary indicators in two dimensions of business performance,taking Linzhi City as the research scope and country house operators as the research object,based on 208 valid questionnaires(recovered from July 17 to August 29,2022).Using multiple linear regression methods,the influence of investment motivation on business performance of country house operators was exploratoriously analyzed.The regression results showed that:(1)The standardization coefficients of investment motivation variables such as pursuing rural lifestyle,obtaining economic benefits,achieving income goals,realizing personal feelings,and encouraging operation by national policies were: 0.170,0.167,0.136,0.153 and 0.262,and these investment motivation variables had a positive impact on economic performance.(2)The standardization coefficients of investment motivation variables such as loving the rhythm of rural life,pursuing personal hobbies,and encouraging operation by national policies are: 0.174,0.210,0.191,and these investment motivation variables have a positive impact on management performance.(3)The "annual operating income" of the control variable has a positive impact on management performance and economic performance.Based on the above empirical analysis,this paper concludes that(1)The investment motivation of country house operators has a promoting effect on business performance.(2)The investment motivation of country house operators was significantly positively correlated with business performance.(3)The cultural level of country house operators is low and there is a lack of professional training.(4)The operating performance level of country houses is low.(5)The investment motivation of country house operators is not high.Based on the research conclusions and the actual situation of Linzhi City,the following improvement measures and guiding suggestions are put forward:(1)Country house operators should strengthen relevant knowledge learning and improve personal comprehensive literacy;Establish ecological and environmental awareness and create a good homestay environment;Tap the potential of the industry and focus on long-term development.(2)The government should strengthen the subsidy policy for the investment and operation of country houses,and refine the subsidy standards;Optimize the investment environment of country houses and guide investors to join;Improve rural infrastructure and highlight the characteristics of country houses.(3)Country house industry associations should build a bridge of communication and guide the standardized development of the industry;Carry out professional training and strengthen supervision;Increase publicity and brand awareness.