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

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

LONG Fei1(), ZHU He2,*()   

  1. 1. The National Academy of Economic Strategy of the Chinese Academy of Social Sciences, Beijing 100028, China
    2. Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing 100101, China
  • 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:
    The Youth Program of National Natural Science Foundation of China(41801139);The China Innovation Funding(2019YFC0507802)

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