A Study of Yangzhou B&B Tourism Attractiveness Based on Grounded Theory and IPA Analysis
Yangzhou B&B has become an important supplement to modern urban accommodation.In order to improve the attractiveness of B&B in Yangzhou,make them better meet the consumers'needs and become the characteristic name card of Yangzhou culture,the evaluation index system of tourism attractiveness of B&B in Yangzhou was constructed with grounded theory,and the data collected from the questionnaire were studied and analyzed with IPA analysis approach.The results show that there is a certain gap between the consumer satisfac-tion and the expected value that needs to be improved.Yangzhou B&B is lack of overall planning,privacy serv-ice consciousness and cultural connotation;Personalized service is not delicate and not stable;Software facilities have not met consumer expectations;There's no efficient marketing strategies,etc.By shaping its own character-istics,retaining private space,increasing front services,reforming marketing strategies and other countermeas-ures,the attractiveness of Yangzhou B&Bwill make a huge improvement.