Supporting the Development of Homestay Tourism in the Yangtze River Delta: A Study based on Tourists’ Perceived Value

doi:10.5814/j.issn.1674-764x.2020.06.010

Abstract

Abstract:

Homestay tourism has begun to flourish throughout the country, becoming a model of tourism innovation and upgrading, and attracting increasing amounts of capital. Through the collection and analysis of tourist questionnaire data for key cities in the Yangtze River Delta, and based on the theory of tourists' perceived value,18 factors related to the perception of homestay tourism are examined. Through exploratory factor analysis, three main factors of facilities and environment perception, cultural experience perception and service value perception are extracted. Then, from the perspectives of each of these perceptions, this study determines the degree of support for homestay tourism development in the Yangtze River Delta, obtains the key factors that affect the development of homestay tourism, and constructs a structural equation model of tourist perception and the degree of homestay tourism support. By calculating the regression path of the structural equation, the standardized path coefficients of the facilities and environment perception, cultural experience perception and service value perception are found to be 0.724, 0.813 and 0.692, respectively. These three factors have a significant impact on the development of homestay tourism agglomeration. Positive facilities and environmental perception can effectively support the development of homestay tourism, while the cultural experience perception provides its basic condition, and the service value perception constitutes an important factor of homestay tourism development. To better guide the development of homestay tourism, attention must be paid to developing the tourism facilities and environment, to cultivating tourism cultural experiences, and to improving of tourism service value.

Key words: tourist perception, homestay tourism, support for development

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.

Figures/Tables 10

References 24

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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	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

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