民族村寨家庭旅馆感知服务质量影响因素研究--基于扎根理论的分析

摘要

With the rise and development of the ethnic village’s bed-and-breakfast, the perceived quality has attracted more and more attention of operators and tourists. Using the method of grounded theory to analysize the visitors’ online comments, found that the perceived quality of bed-and-breakfast in Ethnic village are inlfuenced by the general factors and the particular factors. The general factors are ifve dimensions of SERVQUAL model, which are tangibility, reliability, responsiveness, assurance, and empathy. The particular factors of inlfuence are cultural perception and a sense of belonging. Cultural perception and a sense of belonging are characteristics of ethnic village’s bed-and-breakfast differentiated from the general hotel and bed-and-breakfast, and which are effective factors to maintain the vitality and enhance of the competitiveness of the industry.%随着民族村寨家庭旅馆的兴起与发展，其感知服务质量越来越受到经营者和旅游者的重视。基于扎根理论方法对游客在线评论进行分析结论显示：民族村寨家庭旅馆感知服务质量受一般性影响因素和特殊影响因素影响。一般性影响因素即SERVQUAL模型五维度：有形性、可靠性、响应性、保证性、移情性。特殊性影响因素即文化感知、归属感。文化感知、归属感是民族村寨家庭旅馆区别于一般酒店与家庭旅馆所具有的特征，也是是保持活力与增强行业竞争力的有效因素。