On the Transfer Value of Rural Homestays Based on Self-consistency Theory
Rural homestays play an important role in rural tourism,and the development of homestays is of great significance to the promotion of rural tourism.From the perspective of self-consistency theory and customer transfer value theory,this study uses conjoint analysis and cluster analysis to quantitatively measure the customer transfer value of rural homestays,and thus evaluate the importance of various attributes of homestay products.The study found that rural homestay customers can be summarized into five categories including service-dominant customers,and that the attribute of emotional value has the greatest impact on the customer transfer value of homestays.The research suggests that homestay operators should focus on cultural experiences,develop products for segmented markets,and engage in extensive cooperation,so as to build premium brand IPs.
rural homestaysself-consistencycustomer transfer valueconjoint analysiscluster analysis
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