关键词: 场景式消费酒店; 住宿动机; 体验价值; 内容分析法

Abstract:

Scene-based experiential consumption has promoted the transformation and upgrading of traditional hotels in recent years. The development of new business has attracted, in turn, the attention of theoretical researchers. This paper analyzes hotel guests’ accommodation motivations and experiential value by examining guests’ reviews of Atour Hotel Hangzhou Riverside Olympic Sports. The main findings are as follows. First, those customers who choose hotels offering scene-based consumption have eight specific accommodation motivations: comfort and friendliness, convenience and efficiency, quality assurance, affordability, social belongingness, value identity, ambiance, and novelty. These can be further classified into three levels of motivation—functional, hedonistic, and social—and two categories of motivation: basic and extended. This study constructs a model of onion-type accommodation motivation on the basis of these levels and categories. Second, guests’ experiential value comprises nine sub-dimensions: basic guarantee, value for money, convenient locality, comfortable facilities, friendly service, brand attributes, scene atmosphere, scene carrier, and scene experience. In addition, two primary dimensions—that is, general experiential and unique experiential value—and three secondary dimensions—functional value, hedonic value, and scene value—are identified. Third, customers of different motivation types focus on distinct aspects of experiential value. Customers with a functional motivation are primarily concerned about functional value; those with a hedonistic motivation care more about the hedonic value, while customers of social motivation pay their attention largely to scene value. This essay aims to shed some insight into the management of hotels offering scene-based consumption.

Keywords: hotels offering scene-based consumption; accommodation motivation; experiential value; content analysis