Revista Argentina de Clínica Psicológica 2020, Vol. XXIX, N°1, 874-879 874 DOI: 10.24205/03276716.2020.119
PSYCHOLOGICAL PERCEPTION AND BEHAVIOR OF HOMESTAY CONSUMERS
Xueguo Gong*
Abstract Homestay tourism is an emerging form of travel that reflects the latest psychological perception of tourists. This paper analyzes the psychological perception and behaviors of homestay consumers, drawing on theory of consumer behavior and the principle of psychology. The research data were collected through a questionnaire survey on the homestay market in Kunming, a famous tourist destination in southwestern China, and were analyzed in detailed on the SPSS. The results show that over 70% of consumers choose homestay to alleviate mental pressure; the tourists prefer to choose homestays of moderate price and have a rational consumption concept; consumers are satisfied of the homestays in Kunming and willing to recommend them to friends and relatives. The research results help to promote the development of homestay tourism from the psychological perspective. Key words: Homestay Tourism, Consumers, Motivation, Psychological Perception. Received: 22-01-19 | Accepted: 06-07-19
INTRODUCTION ecological environment, natural landscape and With the rapid development of economy and local folk culture, the operators transform and design the rooms to provide consumers with a society, the quickening pace of life urges people place for accommodation, catering and tourism to pursue a leisure life style and return to their experience through the tourism industry so as to natural state of mind. In this context, the homestay refers to utilize idle rooms to provide create a green, environmentally friendly and unique atmosphere (Tsai, Lin, Hwang et al., creative accommodation conditions in different 2014). According to the management mode, the forms for tourist consumers, and is popular with many consumers (Schmidt-Rinehart & Knight, homestay can be divided into two types: individual operation and cooperative operation. 2004). Coupled with the support of national According to the appearance style, it can be policies and the trend of market supply and divided into Hui school architecture, Cantonese demand, homestay plays a more and more important role in the development of tourism features, courtyard dwellings, European buildings and so on. According to the theme, it industry. can also be divided into historical culture type, Regarding the concept of homestay, Knight, a British scholar, first defined Hotel as a place with warm family type, natural landscape type, exotic a bed for sleep and breakfast (Knight & Schmidt- style type and individual art type (Baty & Dold, 1977). Rinehart, 2002). Later, the concept of homestay Foreign studies on the psychology of was improved as follows: Integrating the homestay consumers are relatively mature. According to Morris, homestay is a place where School of Culture and Tourism. University of Jinan, Jinan operators rent out spare rooms to consumers. 250002, China. E-Mail: [email protected] Based on the full-cycle theory of industrial life, John made a preliminary exploration of the motivation for homestay operations
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(Kontogorgopoulos, Churyen, & Duangsaeng, present, especially the research on the 2015). Harris summed up the development mode psychological perception of consumers is not of the industrial scale formed by the homestay enough. Based on the theory of consumer through a large number of case statistical behavior and the principle of psychology, this analysis. Tom, through empirical research and study takes Kunming as a typical case and adopts data analysis, pointed out that the psychological the means of questionnaire survey and online perception of homestay consumers has some data analysis to deeply explore the psychological regularity (Jamal, Othman, & Muhammad, 2011). perception and behavior of urban homestay Based on the theory of consumer behavior, Jane consumers, providing some theoretical guidance studied the effects of gender, age, position and and data support for the management and educational level on consumers' choice of operation practice of homestay tourism. homestay and analyzes the correlation among influencing factors (Sood, Lynch, & Anastasiadou, 2017). Young, based on the THEORETICAL BASIS AND EMPIRICAL psychological and behavioral characteristics of ANALYSIS OF HOMESTAY TOURISM homestay consumers, proposed a feasible Theory of consumer behavior marketing strategy, which greatly improves the The theory of consumer behavior is a value competitiveness of homestay in tourism theory put forward by Wade in 1998 from the accommodation and encouraged scholars to perspective of tourists' psychological make s deeper study on homestay tourism perception, which mainly focuses on the (Rivers, 2008). motivation, consumption decision-making and The domestic research on homestay is still in satisfaction evaluation of tourists' purchase of the initial stage, which is mainly divided into two tourist products so as to guide the development sectors: the theoretical analysis of homestay of tourism products and homestay management management and the empirical study of strategies. Based on the theory of consumer homestay management strategies. Edward behavior, this study carries on the questionnaire studied the conditions and limitations of survey and SPSS data analysis, and deeply homestay development in China, and proposed a analyzes the consumers’ psychological mode of homestay tourism management perception and behaviors from the tourist combining urban and rural development (Kayat, motivation, tourist decision-making, tourist 2002). Lee put forward a series of restricting experience and tourist evaluation. The factors of Suzhou homestay development, theoretical framework of consumer behavior is including the operators’ consciousness and shown in Figure 1. attitude, the tourists' concept is not updated and the management method is not standardized. Figure 1. Theoretical framework of Based on consumer experience psychology, Mike studied the motivations of tourists, including consumer behavior landscape experience, cultural exploration, and curiosity-hunting experience (Tavakoli, Mura, & Rajaratnam, 2017). Terry compared the characteristics and advantages and disadvantages of homestay with traditional hotels in terms of market supply and demand, policy environment, publicity channels, and consumer experience, and found homestay to be more attractive to visitors (Marques & Gondim Matos, 2019). Long carried on the empirical analysis through the questionnaire survey, analyzed the tourists' psychological perception about the homestay, and established the mathematical model about the satisfaction degree of the homestay tourism (Blinman, 2010). Generally speaking, the operation of domestic homestay tourism is not mature at
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Figure 3. Educational background Investigation and analysis of homestay distribution of homestay consumers consumption Taking Kunming's homestay market as a classic case, this study focuses on the psychological capacity and behavior perception of homestay consumers. The SPSS data are analyzed with on-the-spot questionnaires based on the method of Lee's scale. A total of 250 questionnaires are sent out, and 200 valid questionnaires are collected, that’s, the effective collection rate is 80%. According to the demographic statistics, the proportion of males and females is 54.6% and 45.4%, respectively. The age levels are mainly distributed in 21-45 years, accounting for 49.2%. Most of the homestay tourists have income levels above the middle level, and their occupations include students, enterprise employees, teachers, civil servants and retired elderly, with the distribution of each occupation DECISION ANALYSIS OF HOMESTAY shown in Figure 2. CONSUMERS There are many factors that influence the Figure 2. Occupational distribution of decision-making of homestay consumers, such homestay consumers as tourist information channel, homestay price, distance from homestay to scenic spots and
travel time.
Figure 4. Analysis on the tourism purpose of homestay consumers
Homestay consumers have a high level of education, with 124 undergraduates and above, Motivation analysis accounting for 62% of the total. The number of As shown in Figure 4, from the perspective of visitors with the education of high schools and the tourist motivation of the consumers, the below is only 11, or 5.5%. The distribution of proportion of the consumers with the purpose of educational attainment of homestay consumers relieving pressure is the highest, reaching 73%; is shown in Figure 3. secondly, landscape appreciation and cultural experience account for 61% and 58%
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respectively; the proportion of homestay most popular in the market, which accounts for consumers for enjoying special cuisine is 53.2%; 59% of the total since it can meet the basic the proportion of homestay consumers for demands of tourists with comparatively shopping and entertainment is 31%; the appropriate price. The popularity of homestay proportion for promoting affection is lowest, below 120 yuan is the second, accounting for 17% only. 18% of the total, and the group who chose this price range are basically students, and the type Tourist information channels of homestay is mostly youth hostels. In addition, Figure 5 shows the consumer tourist the proportion of homestay with a price range of information channels. The proportion of tourists 320 yuan to 520 yuan is 14%, and the proportion who get tourist information from the Internet of homestay with a price of 520 yuan or more is (computer, mobile phone app) is 87%. Online 9%. Generally speaking, the price of homestay is information source is the most important lower than that of traditional hotels, the price of information channel for tourists. The reason is homestay chosen by tourists is relatively that, with the popularization of the network moderate, and the overall consumption concept technology and the improvement in the tends to be rational. convenience of information acquisition, most of the travel consumers, especially the students Figure 6. Trend of price distribution of who account for the highest proportion, obtain homestay the travel information through apps such as Meituan, Qunar, Fliggy or WeChat public number. In addition, the proportion of tourists having consultation from traditional tourism agencies has been greatly reduced, accounting for 23%. 46% tourists receive recommendation from friends, 16% from television channels and 11% from other channels.
Figure 5. Tourist information channels for homestay consumers
ANALYSIS OF THE EXPERIENCE OF HOMESTAY CONSUMERS The experience of the homestay consumers is the psychological perception and behavioral reaction to the homestay in the way of direct or indirect contact, and is the subjective embodiment of the psychological communication process between the homestay
operators and consumers. The theoretical model Homestay price of consumer experience mainly analyzes the The homestay price is determined by the consumer experience from four aspects such as market supply and demand of the city, and is also aesthetics, entertainment, education and be influenced by the location, traffic conditions emotion, and applies it to the psychological and decoration style of homestay itself. Figure 6 experience of customer entities and online. The shows the impact of homestay price on characteristic of homestay is a very important consumer decision-making. The price range of concern when tourists consume. A homestay more than 120 yuan and less than 320 yuan is the with a local design style and a local culture can lead tourists to better appreciate natural
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PSYCHOLOGICAL PERCEPTION AND BEHAVIOR OF HOMESTAY CONSUMERS 878 scenery and experience folk culture, so that impression on most tourists, and the consumers' customers can quickly integrate into the scenic satisfaction and recommendation will remain at spot and fully experience the unique charm of a high level, indicating the location and the tourism. decoration design style of the homestay in Kunming is more attractive to tourists. On the Features and design style of homestay other hand, for tourists who won’t recommend or retain some opinions, relevant reasons are Figure 7. The influence of design style on recorded in the questionnaire, mainly including homestay consumers long distance from the scenic spot, somewhat monotonous design style, and too little public entertainment space for tourists. Homestay operators may make repairs and improvements on the basis of the above opinions.
Figure 8. Recommendation will of homestay in Kunming
The features of homestay can be divided into three styles from the angle of decoration design: Chinese style, European style and Japanese style. Through SPSS data analysis of the questionnaire, as shown in Figure 7, the proportion of homestay consumers who choose Chinese style is the highest, accounting for more than 50%, for which is that people have a strong sense of conversion to Chinese culture, liking its simple and classical cultural atmosphere. European architecture is the second most popular, CONCLUSIONS accounting for 32% of the total. The decoration Based on the theory of consumer behavior style of Japanese style is a trend rising in the and the principle of psychology, this study youth group, with a small audience scope, adopts the method of questionnaire and SPSS accounting for only 17%, but it shows an data analysis, taking Kunming's homestay increasing trend. market as a typical case, and deeply analyzes the
psychological perception and behavior Recommendation will of homestay characteristics of urban homestay consumers. consumers The conclusions are as follows: Figure 8 shows the tourists' recommendation (1) From the perspective of tourism will of homestay in Kunming. motivation, most consumers choose homestay As can be seen from Figure. 8, 130 homestay to relieve pressure, followed by landscape consumers express strong recommendation, appreciation and cultural experience. From the accounting for 65% of the statistical sample, and perspective of homestay information channel, 54 consumers recommend but retain some with the improvement in the convenience of opinions, accounting for 27%. In addition, 8% of online information, the proportion of consumers consumers have poor experience, saying they who get homestay information on the Internet is would not recommend it. On the whole, the the highest. homestay in Kunming has made a good
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(2) The price range of more than 120 yuan Jamal, S. A., Othman, N., & Muhammad, N. M. N. and less than 320 yuan is the most popular (2011). The moderating influence of among consumers. The homestay price is lower psychographics in homestay tourism in than that of traditional hotels, and the price malaysia. Journal of Travel & Tourism standard for tourists to choose homestay is Marketing, 28(1), 48-61. relatively moderate, and the overall Kayat, K. (2002). Exploring factors influencing consumption concept tends to be rational. More individual participation in community ‐ than half of the homestay consumers choose the based tourism: The case of Kampung relau homestay of Chinese style, indicating that homestay program, Malaysia. Asia Pacific people have a strong sense of conversion to Journal of Tourism Research, 7(2), 19-27. Chinese culture, liking its simple and classical Knight, S. M., & Schmidt-Rinehart, B. C. (2002). cultural atmosphere. For Japanese decoration Enhancing the homestay: study abroad from style, although the audience range is relatively the host family's perspective. Foreign small, but there is an increasing trend. Language Annals, 35(2), 190-201. (3) The homestay in Kunming has left a good Kontogeorgopoulos, N., Churyen, A., & reputation among most tourists, and consumers' Duangsaeng, V. (2015). Homestay tourism satisfaction and recommendation will be and the commercialization of the rural home maintained at a high level, showing the location in thailand. Asia Pacific Journal of Tourism and decoration design style of homestay in Research, 20(1), 29-50. Kunming is more attractive to tourists. On the Marques, L., & Gondim Matos, B. (2019). other hand, for tourists who won’t recommend Network relationality in the tourism or retain some opinions, major reasons include experience: staging sociality in homestays. long distance from the scenic spot, somewhat Current Issues in Tourism, 1-13. monotonous design style, and too little public Rivers, W. P. (2008). Is being there enough? the entertainment space for tourists. effects of homestay placements on language gain during study abroad. Foreign Language Annals, 31(4), 492-500. Acknowledgements Schmidt-Rinehart, B. C., & Knight, S. M. (2004). This project is the Shandong Provincial Social The homestay component of study abroad: Science Planning Project "Shandong Province three perspectives. Foreign Language Annals, homestay Industry Development Strategy and 37(2), 254-262. Method. Research -Research Results Based on the Sood, J., Lynch, P., & Anastasiadou, C. (2017). Global Tourism Concept (Project No. 16BLYJ01). Community non-participation in homestays in kullu, himachal pradesh, india. Tourism Management, 60, 332-347. REFERENCES Tavakoli, R., Mura, P., & Rajaratnam, S. D. (2017). Social capital in Malaysian homestays: Baty, R. M., & Dold, E. (1977). Cross-cultural Exploring hosts’ social relations. Current homestays: an analysis of college students' Issues in Tourism, 20(10), 1028-1043. responses after living in an unfamiliar Tsai, K. T., Lin, T. P., Hwang, R. L., & Huang, Y. J. culture. International Journal of Intercultural (2014). Carbon dioxide emissions generated Relations, 1(1), 61-76. by energy consumption of hotels and Blinman, T. (2010). An investigation of tourism homestay facilities in taiwan. Tourism impacts on rural communities: A study of Management, 42, 13-21. homestay tourism in thailand. Neurobiology of Disease, 40(1), 325-330.
REVISTA ARGENTINA 2020, Vol. XXIX, N°1, 874-879 DE CLÍNICA PSICOLÓGICA