摘要
民宿已成为现代接待业的新业态和重要组成部分。在平台经济的驱动下,在线预订平台成为民宿产品的主要分销渠道。在此环境下,探讨在线预订平台所传递的民宿特征图文信息对顾客在线预订意愿的影响具有重要的意义。运用实验法,设计并操作8组实验,旨在验证分析民宿主客互动评论与装饰风格对顾客在线预订意愿的影响。结果显示:(1)主客互动评论和非主客互动评论对顾客在线预订意愿的影响存在显著性差异,主客互动评论对预订意愿的影响比非主客互动评论积极;(2)不同装饰风格对顾客在线预订意愿的影响也具有显著性差异,顾客对现代装饰风格的预订意愿显著高于传统装饰风格;(3)装饰风格与主客互动评论对预订意愿的影响存在显著性差异,主客互动评论比装饰风格更能对预订意愿产生积极的影响;(4)当不同装饰风格和不同评论内容主题组合时,任意两者组合所产生的影响比单一要素所产生的影响更积极,其中"现代装饰风格+主客互动评论"组的预订意愿最高,而"传统装饰风格+非主客互动评论"组的预订意愿最低。研究结果对民宿业者经营与管理观念的改变及平台日常预订环境的管理具有现实指导意义。
B&B has currently become a new and important part of accommodation industry. Driven by the platform economy, online booking platform has become the main distribution channel for B&B products. In this study, eight experiments were carried out to analyse how B&B host-guest interaction review(HIR) and decoration style(DS) influence customers’ online booking intention under the context of online booking platform. The results showed that there was significant different influence on booking intention between HIR and non host-guest interaction review(NHIR), the influence of HIR on booking intention was more positive than NHIR. And the influence of different decoration style on booking intention was significantly different, the booking intention on modern decoration style(MDS) was significantly higher than that of traditional decoration style(TDS). In addition, there was significant difference between the effect of DS and HIR on booking intention.HIR had a more positive impact on booking intention than DS. When different decoration styles and different reviews combined, the combination impact on booking intention was higher than single factor, the influence of MDS+HIR was the most positive, while TDS+NHIR was the most passive. The research results show practical guiding significance for B&B operators in the change of operation and management concepts and the platform’s daily booking environment management.
作者
苏雅婷
石玉
SU Yating;SHI Yu(School of Economics and Management,Sanming University,Sanming 365004,China)
出处
《海南师范大学学报（自然科学版）》
CAS
2021年第3期342-348,共7页
Journal of Hainan Normal University（Natural Science）
基金
福建省中青年教师教育科研项目(JAS170461)
三明学院科学研究发展基金项目(A201709)。
关键词
主客互动评论
装饰风格
在线预订意愿
民宿
host-guest interaction review
decoration style
online booking intention
B&B
