As rural B&Bs gain popularity amid growing demand for personalized tourism experiences,understanding the multifaceted drivers of customer decision-making is becoming critical.Existing research often examines indiv...As rural B&Bs gain popularity amid growing demand for personalized tourism experiences,understanding the multifaceted drivers of customer decision-making is becoming critical.Existing research often examines individual factors,leaving a gap in comprehending complex causal pathways.This study used online travelogue data,fuzzy-set qualitative comparative analysis(fsQCA)and necessary condition analysis(NCA)to examine the factors and combination pathways influencing customer behavioral intentions in rural B&Bs.The results indicate that customer behavioral intentions in rural B&Bs are influenced by multiple factors including the natural environment,material space,cultural space,quality of service,experience of home,entertainment education,culinary delights,surrounding environment,and value-added services.In addition,four main types of customer behavioral intentions in rural B&Bs were identified:Environmental immersion,Educative entertainment,Service experience,and Comprehensive perception.This study contributes to our understanding of customer behavioral intentions in rural tourism settings both practically,by offering actionable strategies for B&B operators,and theoretically,by enhancing the existing framework for studying them.展开更多
基金The Major Project of the National Social Science Fund of Art of China(21ZD07)。
文摘As rural B&Bs gain popularity amid growing demand for personalized tourism experiences,understanding the multifaceted drivers of customer decision-making is becoming critical.Existing research often examines individual factors,leaving a gap in comprehending complex causal pathways.This study used online travelogue data,fuzzy-set qualitative comparative analysis(fsQCA)and necessary condition analysis(NCA)to examine the factors and combination pathways influencing customer behavioral intentions in rural B&Bs.The results indicate that customer behavioral intentions in rural B&Bs are influenced by multiple factors including the natural environment,material space,cultural space,quality of service,experience of home,entertainment education,culinary delights,surrounding environment,and value-added services.In addition,four main types of customer behavioral intentions in rural B&Bs were identified:Environmental immersion,Educative entertainment,Service experience,and Comprehensive perception.This study contributes to our understanding of customer behavioral intentions in rural tourism settings both practically,by offering actionable strategies for B&B operators,and theoretically,by enhancing the existing framework for studying them.
