摘要：伴随着经济发展，人们生活水平提高，民宿业迅速发展。虽然呈现多样化和个性化，但是还是有许多粗制滥造。想要提高民宿的质量，应该从顾客体验的角度出发，去了解顾客需求。民宿的文化意象是顾客对民宿的体验之后的印象和评价。美好的文化意象能让顾客忘我陶醉，放松自我，不仅自己会有重新居住的欲望还能带动其他人前来居住。本文研究顾客体验后对民宿评价，从游客的体验的感受去提高民宿的质量，推动民宿业的发展。也希望民宿的文化意象能带给顾客特别的体验。

Abstract：With the continuous development of economy and the improvement of people's living standard, the B&B industry has rapidly developed. Although it is persified and personalized, but there are still many shoddy work. To improve the quality of pension, we should think about affairs from the standpoint of customers to understand their demands. The cultural image of pension is the impression and evaluation of customers after their experience on it. Good cultural image can make customers be fascinated by the charm of pension and relax themselves, which can not only improve their own desires to live again, but also lead other people to live in. This paper mainly studies the evaluation of customers’ experience on pension, and to improve the quality of pension from the feeling of their experience to promote the development of the B&B industry. It also hopes that the cultural image of B&B can give customers special experience.

关键词：民宿；意象；文化意象；顾客体验 

Keyword: The homes stay facility; image; cultural image; customer experience 

目  录

1研究背景 1

1.1民宿作为新兴产业是住宿业投资重点 1

1.2政府鼓励推动民宿发展 1

1.3体验旅游新时代到来 1

1.4民宿业研究有待优化 2

2文献综述 3

2.1民宿的概念界定 3

2.1.1民宿的定义 3

2.1.2民宿的相关研究 3

2.2意象的相关研究 4

2.2.1意象的概念和相关研究 4

2.2.2文化意象的概念和相关研究 4

2.3顾客体验的相关研究 5

2.3.1顾客体验概念 5

2.3.2顾客体验相关研究 5

2.4民宿、文化意象、顾客体验关系研究 5

3研究方法 6

3.1研究问题 6

3.2研究假设 6

3.2问卷设计 6

4数据分析 7

4.1个性特征描述性分析 7

4.2民宿意象因子分析 8

4.3顾客体验的因子分析 10

4.4回归分析 10

4.5一般分析 11

5结果讨论 12

6对策和建议 12 民宿的文化意象对顾客体验的影响研究:http://www.chuibin.com/jingji/lunwen_206016.html