|
|
Modern Management 2022
基于扎根理论的中国住客选择酒店的心理机制研究
|
Abstract:
以中国住客选择酒店的心理机制为对象，通过搜集第三方服务平台住客评价19.96万字文本资料共计2331条住客评价，运用扎根理论对影响中国住客选择酒店的因素、体验过程及心理感受进行分析，明确了中国住客选择酒店心理机制的5个构成维度，即“酒店特征”、“附属利益”、“服务水平”、“住客预期”、“再惠顾意愿”，影响住客感受的酒店因素：清洁、设施、装修、空间，影响住客评价的主观因素：便捷、热情、周到、耐心，影响住客态度的环境因素：位置、性价比、交通、安静，影响住客满意的期望因素：感觉、期望。最终结合技术接受模型，建立了中国住客选择酒店的心理机制，即TAM模型。文章基于扎根理论构建了中国住客选择酒店的心理机制基本框架，研究成果既是对酒店服务管理体系的补充，也是对服务研究领域的丰富和发展，并为酒店服务行业生态创新实践提供了理论支持。
Based on the psychological mechanism of Chinese guests’ choice of hotels, 2331 guest evaluations are collected from 199,600 words of third-party service platform, and the factors, experience process and psychological feelings that affect Chinese guests’ choice of hotels are analyzed by using grounded theory. The five dimensions of Chinese guests’ choice of hotels, namely “Hotel characteristics”, “Affiliated interests”, “Service level”, “Expectation of residents” and “Willingness to repatronize”, the hotel factors that affect residents’ feelings: cleanliness, facilities, decoration, space, subjective factors that affect residents’ evaluation: convenience, enthusiasm, thoughtfulness, patience, environmental factors that affect residents’ attitude: location, cost performance, transportation, quiet, expectation factors that affect residents’ satisfaction: feeling, and expectation. Finally, combining with the technology acceptance model, this paper established the psychological mechanism of hotel choice for Chinese residents, namely the TAM model. Based on the grounded theory, this paper constructs the basic framework of psychological mechanism of Chinese hotel choice. The research results not only supplement the hotel service management system, but also enrich and develop the service research field, and provide theoretical support for the ecological innovation practice of the hotel service industry.
| [1] | Kensbock, S., Jennings, G., Bailey, J, et al. (2013) ‘The Lowest Rung’: Women Room Attendants’ Perceptions of Five Star Hotels’ Operational Hierarchies’. International Journal of Hospitality Management, 35, 360-368.
https://doi.org/10.1016/j.ijhm.2013.07.010 |
| [2] | Chi, C.G., Chi, O.H. and Zhe, O. (2019) Wellness Hotel: Conceptualization, Scale Development, and Validation. International Journal of Hospitality Management, 6, 1-9. |
| [3] | Fang, L., Li, H.Y. and Li, M.M. (2019) Does Hotel Location Tell a True Story? Evidence from Geographically Weighted Regression Analysis of Hotels in Hong Kong. Tourism Management, 72, 8-91.
https://doi.org/10.1016/j.tourman.2018.11.010 |
| [4] | Dabrowski, D., Brzonzowska-Wos, M., Golab-Andrzejak, E., et al. (2019) Market Orientation and Hotel Performance: The Mediating Effect of Creative Marketing Programs. Journal of Hospitality and Tourism Management, 41, 175-183.
https://doi.org/10.1016/j.jhtm.2019.10.006 |
| [5] | Wang, Y.C., Qu, H.L. and Yang, J. (2019) The Formation of Sub-Brand Love and Corporate Brand Love in Hotel Brand Portfolios. International Journal of Hospitality Management, 77, 375-384.
https://doi.org/10.1016/j.ijhm.2018.08.001 |
| [6] | Silva, R., Gerwe, O. and Becerra, M. (2017) Corporate Brand and Hotel Performance: A Resource-Based Perspective. Journal of Business Research, 79, 23-30. https://doi.org/10.1016/j.jbusres.2017.05.019 |
| [7] | Akbar, Y.H. and Tracogna, A. (2018) The Sharing Economy and the Future of the Hotel Industry: Transaction Cost Theory and Platform Economics. International Journal of Hospitality Management, 71, 91-101.
https://doi.org/10.1016/j.ijhm.2017.12.004 |
| [8] | Lei, S.I., Wang, D. and Law, R. (2019) Perceived Technology Affordance and Value of Hotel Mobile Apps: A Comparison of Hoteliers and Customers. Journal of Hospitality and Tourism Management, 39, 201-211.
https://doi.org/10.1016/j.jhtm.2019.02.006 |
| [9] | Boo, S. and Busser, J.A. (2018) Meeting Planners’ Online Reviews of Destination Hotels: A Twofold Content Analysis Approach. Tourism Management, 66, 287-301. https://doi.org/10.1016/j.tourman.2017.11.014 |
| [10] | Yadegaridehkordi, E., Nilashi, M., Shuib, L., et al. (2019) The Impact of Big Data on Firm Performance in Hotel Industry. Electronic Commerce Research and Applications, 11, Article No.100921. |
| [11] | Nunkoo, R., Teeroovengadum, V., Ringle, C.M., et al. (2019) Service Quality and Customer Satisfaction: The Moderating Effects of Hotel Star Rating. International Journal of Hospitality Management, 91, Article No. 102414.
https://doi.org/10.1016/j.ijhm.2019.102414 |
| [12] | Wang, L., Wang, X.K., Peng, J.J., et al. (2020) The Differences in Hotel Selection Among Various Types of Travellers: A Comparative Analysis with a Useful Bounded Rationality Behavioural Decision Support Model. Tourism Management, 76, Article No. 103961. https://doi.org/10.1016/j.tourman.2019.103961 |
| [13] | Luo, J.M. and Lam, C.F. (2016) A Qualitative Study of Urbanization Effects on Hotel Development. Journal of Hospitality and Tourism Management, 29, 135-142. https://doi.org/10.1016/j.jhtm.2016.07.001 |
| [14] | Stumpf, T.S. and Swanger, N. (2017) Institutions and Transaction Costs in Foreign-Local Hotel Ventures: A Grounded Investigation in the Developing Pacific. Tourism Management, 61, 368-379.
https://doi.org/10.1016/j.tourman.2017.02.004 |
| [15] | Defranco, A. and Morosan, C. (2017) Coping with the Risk of Internet Connectivity in Hotels: Perspectives from American Consumers Traveling Internationally. Tourism Management, 61, 380-393.
https://doi.org/10.1016/j.tourman.2017.02.022 |
| [16] | Anantamongkolkul, C., Butcher, K. and Wang, Y. (2019) Long-Stay Tourists: Developing a Theory of Intercultural Integration into the Destination Neighbourhood. Tourism Management, 74, 144-154.
https://doi.org/10.1016/j.tourman.2019.03.003 |
| [17] | Franceso, G. and Robert, G. (2019) Cross-COUNTRY Analysis of Perception and Emphasis of Hotel Attributes. Tourism Management, 74, 24-42. https://doi.org/10.1016/j.tourman.2019.02.011 |
| [18] | Zhang, N., Paraskevas, A. and Altinay, L. (2019) Factors That Shape A Hotel Company’s Risk Appetite. International Journal of Hospitality Management, 77, 217-225. https://doi.org/10.1016/j.ijhm.2018.07.001 |
| [19] | Musavengane, R. (2019) Small Hotels and Responsible Tourism Practice: Hoteliers’ Perspectives. Journal of Cleaner Production, 220, 786-799. https://doi.org/10.1016/j.jclepro.2019.02.143 |
| [20] | Fan, D.X.F., Zhang, H.Q., Jenkins, C.L, et al. (2017) Tourist Typology in Social Contact: An Addition to Existing Theories. Tourism Management, 60, 357-366. https://doi.org/10.1016/j.tourman.2016.12.021 |
| [21] | Scerri, M.A., Jenkins, J.M. and Lovell, G. (2017) A Grounded Theory Model of Service Language in Australia's Luxury Hotels. Journal of Hospitality and Tourism Management, 33, 82-92. https://doi.org/10.1016/j.jhtm.2017.09.003 |
| [22] | Agag, G., El-Masry, A.A. (2016) Understanding Consumer Intention to Participate in Online Travel Community and Effects on Consumer Intention to Purchase Travel Online and WOM: An Integration of Innovation Diffusion Theory and TAM with Trust. Computers in Human Behavior, 60, 97-111. https://doi.org/10.1016/j.chb.2016.02.038 |
| [23] | Manis, K.T. and Choi, D. (2019) The Virtual Reality Hardware Acceptance Model (VR-HAM): Extending and Individuating the Technology Acceptance Model (TAM) for Virtual Reality Hardware. Journal of Business Research, 100, 503-513. https://doi.org/10.1016/j.jbusres.2018.10.021 |
| [24] | Agag, G. and El-Masry, A.A. (2016) Understanding the Determinants of Hotel Booking Intentions and Moderating Role of Habit. International Journal of Hospitality Management, 54, 52-67. https://doi.org/10.1016/j.ijhm.2016.01.007 |
