The Analysis of Tourists’ Preferences and Willingness to Pay for B&B in Hangzhou

• Main Authors: Yue-Na Zhu, 朱悅納
• Other Authors: Yu-Hui Chen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/nprw9k

碩士 === 國立臺灣大學 === 農業經濟學研究所 === 105 === With the improvement of living standards, people gradually more and more participate in leisure travelling activities. Meanwhile, the needs of tourists are increasingly becoming multi-level, and are no longer satisfied with the traditional model which is only for sightseeing, instead, pursuing in-depth tourism experience. As the most direct way to contact with the local people, the B＆B not only meets the accommodation needs of tourists, but also let the tourists know more about customs, history, culture and traditional features of tourist attractions. In addition, the development of B＆B is also conducive to enriching local residents’ life and enhancing their income, and will benefit the preservation and development of culture. Most of the previous literatures were focused on the industrial level, such as the definition and development of B＆B, or the survey of tourists'' satisfaction with B＆B, but rarely studied on the preference of tourists to B＆B quantitatively. Therefore, this research, by means of questionnaire, will explore the behaviors of tourists'' B＆B accommodation, and use choice model to analyze the preferences and willingness to pay of tourists to B＆B in Hangzhou, and the differences among tourists with different characteristics. The result of MNL model is quite similar with RPL model, which shows that, in general, tourists have a positive significant preference for " characteristic experience", "local food", however, they have significant negative preferences for "recommendation rating of 4.5" and ASC. On the other hand, LCM model shows that older tourists with high income, who do not live in Hangzhou now and have stayed in B＆B are of significant positive preference for " characteristic experience", " local food" and "recommended rating of 4.8"; on the contrary, those young tourists with low income, who live in Hangzhou now and have never stayed in B＆B, have significant positive preferences for " characteristic experience"and "recommended rating of 4.5".