从民宿到“名宿”——网红民宿红在哪?

“网红民宿”是近年来旅游住宿业在社会生活网络化趋势中诞生的新现象,“名宿”的网红气质有哪些构成要素,其如何影响游客的购买意愿是本文的研究内容。首先基于网络社区“小红书”上关键意见领袖有关网红民宿的笔记,采用扎根理论的研究方法探索民宿构成网红气质的要素,其次是开展了问卷调查,以收集的556份问卷调查数据来验证这些要素对网络口碑和游客购买意愿的影响。研究发现：（1）民宿配置、风格设计、周边环境、直观印象、心理感受和出游形式是民宿构成网红气质的要素;（2）民宿网红气质要素积极影响游客对民宿的购买意愿;（3）“网络口碑”在民宿网红气质要素积极影响游客购买意愿中起完全中介或部分中介作用。研究结果丰富了民宿领域的网络口碑研究相关理论和实践。

From ordinary to famous:What makes a homestay an Internet celebrity?

"Internet celebrity homestay" is a new phenomenon born in the trend of social life network in tourism and accommodation industry in recent years. What elements contribute to the making of celebrity homestay and how these elements affect tourists’ purchase intention are the topics to be studied in this paper. The study was first based on the notes of key opinion leaders on the Internet community "Xiaohongshu". The method of grounded theory was used to explore and summarize the elements of the Internet celebrity temperament of a homestay. Next, a questionnaire survey was conducted to verify the influence of these factors on the Internet word-of-mouth and the purchase intention of tourists. The research finds that: (1) The configuration, style design, surrounding environment, intuitive impression, psychological feeling, and travel form of homestay are the key elements of Internet celebrity temperament in terms of a homestay. (2) The elements of homestay online celebrity temperament positively affect the tourists' purchase intention. (3) "Internet word-of-mouth" plays a complete or partial mediating role as the mechanism in above relationship. This study enriches the theory of how the attractiveness elements of homestay facilities to form online word-of-mouth and then to influence purchase intention.