基于网络表达的皖南乡村民宿消费体验与提升对策研究

民宿作为一种新型的住宿产品,是发展乡村旅游和丰富住宿业态的重要载体。对皖南民宿网络评价文本分析发现,住客对皖南民宿的消费体验感知主要体现在软件服务、硬件设施、周边环境以及入住体验四个方面,"老板"和"房间"是住客感知最为深刻的具体对象,住客网络评论中积极情感占据绝对地位,大部分要素的表现性得分较高,但民宿的位置、交通、餐饮等方面也存在一定的消极感知。可以从服务质量、地域文化以及品牌创建与宣传方面进一步提升皖南民宿住客消费体验质量,促进区域业态可持续发展。

Research on Consumption Experience and Promotion Strategies of Rural B&Bs in Southern Anhui: Based on the Online Comments

As a new type of accommodation product, B&B is an important vehicle for developing rural tourism and enriching accommodation forms. Through the analysis of the online comments, it is suggested that the residents'' perceptions of their consumption experience of B&Bs in Southern Anhui can be summarized into four dimensions:software services, hardware facilities, surrounding environment and stay experience. For B&B residents, the most direct objects to experience are "B&B innkeeper" and "room". In the online comments of residents, positive emotions occupy a major position, and most of the elements have high performance scores, but there are also some negative perceptions of the location, transportation, catering and other aspects. Accordingly, we could improve residents'' consumption experience and promote the sustainable development of this regional industry in terms of service quality, regional culture, brand building and publicity.