Journal of Resources and Ecology ›› 2020, Vol. 11 ›› Issue (6): 624-632.DOI: 10.5814/j.issn.1674-764x.2020.06.010
• Ecotourism • Previous Articles Next Articles
Received:
2020-05-07
Accepted:
2020-07-02
Online:
2020-11-30
Published:
2020-10-25
Contact:
ZHU He
About author:
LONG Fei, E-mail: 81327821@qq.com
Supported by:
LONG Fei, ZHU He. Supporting the Development of Homestay Tourism in the Yangtze River Delta: A Study based on Tourists’ Perceived Value[J]. Journal of Resources and Ecology, 2020, 11(6): 624-632.
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URL: http://www.jorae.cn/EN/10.5814/j.issn.1674-764x.2020.06.010
Survey items | Response frequency of visitors | Percentage of visitors (%) |
---|---|---|
1 time | 115 | 32.0 |
2 times | 61 | 17.0 |
3 times | 36 | 10.0 |
4 times | 10 | 2.7 |
> 4 times | 137 | 38.2 |
Table 1 Homestay tourist frequency to the Yangtze River Delta
Survey items | Response frequency of visitors | Percentage of visitors (%) |
---|---|---|
1 time | 115 | 32.0 |
2 times | 61 | 17.0 |
3 times | 36 | 10.0 |
4 times | 10 | 2.7 |
> 4 times | 137 | 38.2 |
Survey items | Percentage of purposes (%) | Percentage of observed value of purposes (%) |
---|---|---|
Sightseeing | 15.3 | 34.4 |
Cultural experience | 24.4 | 54.8 |
Physical fitness | 3.9 | 8.9 |
Relaxation | 31.6 | 71.0 |
Purchase of local products | 2.7 | 6.2 |
Tasting food | 11.8 | 26.6 |
Team building activities | 3.4 | 7.7 |
Festival activities | 1.0 | 2.3 |
Commercial activity | 5.8 | 13.1 |
Table 2 The purpose of choosing homestay for tourists
Survey items | Percentage of purposes (%) | Percentage of observed value of purposes (%) |
---|---|---|
Sightseeing | 15.3 | 34.4 |
Cultural experience | 24.4 | 54.8 |
Physical fitness | 3.9 | 8.9 |
Relaxation | 31.6 | 71.0 |
Purchase of local products | 2.7 | 6.2 |
Tasting food | 11.8 | 26.6 |
Team building activities | 3.4 | 7.7 |
Festival activities | 1.0 | 2.3 |
Commercial activity | 5.8 | 13.1 |
Survey items | Percentage of travelling companions (%) | Percentage of observed value of travelling companions (%) |
---|---|---|
Family | 36.70 | 73.4 |
Friends | 32.00 | 64.1 |
Classmates | 12.20 | 24.3 |
Colleagues | 12.40 | 24.7 |
Business partners | 6.20 | 12.4 |
Netizens | 0.60 | 1.2 |
Table 3 Travelling companions of homestay tourism
Survey items | Percentage of travelling companions (%) | Percentage of observed value of travelling companions (%) |
---|---|---|
Family | 36.70 | 73.4 |
Friends | 32.00 | 64.1 |
Classmates | 12.20 | 24.3 |
Colleagues | 12.40 | 24.7 |
Business partners | 6.20 | 12.4 |
Netizens | 0.60 | 1.2 |
Survey items | Frequency of access | Percentage of access (%) |
---|---|---|
Encounter at arrival | 24 | 6.6 |
Tour arrangement | 15 | 4.2 |
Online travel website | 172 | 47.9 |
Relatives and friends recommendations | 76 | 21.2 |
Specific community recommendations | 50 | 13.9 |
Magazines | 3 | 0.8 |
Others | 19 | 5.4 |
Table 4 Access to homestay information
Survey items | Frequency of access | Percentage of access (%) |
---|---|---|
Encounter at arrival | 24 | 6.6 |
Tour arrangement | 15 | 4.2 |
Online travel website | 172 | 47.9 |
Relatives and friends recommendations | 76 | 21.2 |
Specific community recommendations | 50 | 13.9 |
Magazines | 3 | 0.8 |
Others | 19 | 5.4 |
Survey items | Frequency of acceptable rates | Percentage of acceptable rates (%) |
---|---|---|
< 200 yuan | 43 | 16.6 |
200-300 yuan | 88 | 34.0 |
300-400 yuan | 67 | 25.9 |
>400 yuan | 61 | 23.6 |
Table 5 Accommodation rates acceptable to tourists
Survey items | Frequency of acceptable rates | Percentage of acceptable rates (%) |
---|---|---|
< 200 yuan | 43 | 16.6 |
200-300 yuan | 88 | 34.0 |
300-400 yuan | 67 | 25.9 |
>400 yuan | 61 | 23.6 |
Bartlett sphere verification | |||
---|---|---|---|
Chi-Square Test | df | Significance | |
0.931 | 3502.808 | 210 | 0.000 |
Table 6 KMO and Bartlett Inspection
Bartlett sphere verification | |||
---|---|---|---|
Chi-Square Test | df | Significance | |
0.931 | 3502.808 | 210 | 0.000 |
Exploratory factors of homestay tourism perception | Facilities and environmental perception (25.067%)* | Cultural experience perception (22.093%)* | Service value perception (15.149%)* | Mean value | Standard deviation |
---|---|---|---|---|---|
Specialty catering | 0.837 | 2.25 | 0.879 | ||
Sanitary condition | 0.813 | 2.43 | 0.976 | ||
Comfortable facilities | 0.794 | 2.38 | 0.954 | ||
Local cultural characteristics | 0.696 | 2.04 | 0.796 | ||
Rich and distinctive tourist commodities | 0.689 | 2.58 | 0.975 | ||
Cost-effective homestay | 0.670 | 2.29 | 0.922 | ||
Distinctive architectural style | 0.656 | 2.07 | 0.787 | ||
Warm and friendly reception staff | 0.598 | 1.98 | 0.723 | ||
Experience as expected | 0.579 | 2.36 | 0.839 | ||
Experience of staying serving as a topic of conversation | 0.842 | 2.03 | 0.772 | ||
Willing to make friends | 0.749 | 2.12 | 0.859 | ||
Deeper understanding of local culture | 0.745 | 2.06 | 0.773 | ||
Choose homestay next time | 0.688 | 2.21 | 0.764 | ||
Experience local lifestyle | 0.676 | 2.04 | 0.816 | ||
Satisfied with homestay experience | 0.582 | 2.12 | 0.706 | ||
Easy access to the tourist destination | 0.859 | 2.34 | 0.894 | ||
Easy access to homestay information and reservations | 0.819 | 2.21 | 0.837 | ||
Supporting facilities around homestay | 0.692 | 2.56 | 0.960 | ||
Brand awareness | 0.586 | 2.41 | 0.908 |
Table 7 Exploratory factor analysis
Exploratory factors of homestay tourism perception | Facilities and environmental perception (25.067%)* | Cultural experience perception (22.093%)* | Service value perception (15.149%)* | Mean value | Standard deviation |
---|---|---|---|---|---|
Specialty catering | 0.837 | 2.25 | 0.879 | ||
Sanitary condition | 0.813 | 2.43 | 0.976 | ||
Comfortable facilities | 0.794 | 2.38 | 0.954 | ||
Local cultural characteristics | 0.696 | 2.04 | 0.796 | ||
Rich and distinctive tourist commodities | 0.689 | 2.58 | 0.975 | ||
Cost-effective homestay | 0.670 | 2.29 | 0.922 | ||
Distinctive architectural style | 0.656 | 2.07 | 0.787 | ||
Warm and friendly reception staff | 0.598 | 1.98 | 0.723 | ||
Experience as expected | 0.579 | 2.36 | 0.839 | ||
Experience of staying serving as a topic of conversation | 0.842 | 2.03 | 0.772 | ||
Willing to make friends | 0.749 | 2.12 | 0.859 | ||
Deeper understanding of local culture | 0.745 | 2.06 | 0.773 | ||
Choose homestay next time | 0.688 | 2.21 | 0.764 | ||
Experience local lifestyle | 0.676 | 2.04 | 0.816 | ||
Satisfied with homestay experience | 0.582 | 2.12 | 0.706 | ||
Easy access to the tourist destination | 0.859 | 2.34 | 0.894 | ||
Easy access to homestay information and reservations | 0.819 | 2.21 | 0.837 | ||
Supporting facilities around homestay | 0.692 | 2.56 | 0.960 | ||
Brand awareness | 0.586 | 2.41 | 0.908 |
Test potential variables | Cronbach’s Alpha | Average variation extraction | Combination reliability (CR) |
---|---|---|---|
Facilities and environmental perception | 0.917 | 0.5026 | 0.8996 |
Cultural experience perception | 0.902 | 0.5247 | 0.8843 |
Service value perception | 0.809 | 0.5045 | 0.8315 |
Supporting development of homestay tourism | 0.827 | 0.5120 | 0.8231 |
Table 8 Model reliability and validity tests
Test potential variables | Cronbach’s Alpha | Average variation extraction | Combination reliability (CR) |
---|---|---|---|
Facilities and environmental perception | 0.917 | 0.5026 | 0.8996 |
Cultural experience perception | 0.902 | 0.5247 | 0.8843 |
Service value perception | 0.809 | 0.5045 | 0.8315 |
Supporting development of homestay tourism | 0.827 | 0.5120 | 0.8231 |
Regression equation path | Standardized path coefficient | P value | Result |
---|---|---|---|
Facilities and environmental perception→Supporting development of homestay tourism agglomeration | 0.724 | 0.037* | Support |
Cultural experience perception→Supporting development of homestay tourism agglomeration | 0.813 | 0.0097** | Support |
Service value perception→Supporting development of homestay tourism agglomeration | 0.692 | 0.028* | Support |
Table 9 Analysis of structural equations
Regression equation path | Standardized path coefficient | P value | Result |
---|---|---|---|
Facilities and environmental perception→Supporting development of homestay tourism agglomeration | 0.724 | 0.037* | Support |
Cultural experience perception→Supporting development of homestay tourism agglomeration | 0.813 | 0.0097** | Support |
Service value perception→Supporting development of homestay tourism agglomeration | 0.692 | 0.028* | Support |
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