基于扎根理论的中国住客选择酒店的心理机制研究

A Study on the Psychological Mechanism of Hotel Choice for Chinese Residents Based on Grounded Theory

摘要: 以中国住客选择酒店的心理机制为对象，通过搜集第三方服务平台住客评价19.96万字文本资料共计2331条住客评价，运用扎根理论对影响中国住客选择酒店的因素、体验过程及心理感受进行分析，明确了中国住客选择酒店心理机制的5个构成维度，即“酒店特征”、“附属利益”、“服务水平”、“住客预期”、“再惠顾意愿”，影响住客感受的酒店因素：清洁、设施、装修、空间，影响住客评价的主观因素：便捷、热情、周到、耐心，影响住客态度的环境因素：位置、性价比、交通、安静，影响住客满意的期望因素：感觉、期望。最终结合技术接受模型，建立了中国住客选择酒店的心理机制，即TAM模型。文章基于扎根理论构建了中国住客选择酒店的心理机制基本框架，研究成果既是对酒店服务管理体系的补充，也是对服务研究领域的丰富和发展，并为酒店服务行业生态创新实践提供了理论支持。

Abstract: Based on the psychological mechanism of Chinese guests’ choice of hotels, 2331 guest evaluations are collected from 199,600 words of third-party service platform, and the factors, experience process and psychological feelings that affect Chinese guests’ choice of hotels are analyzed by using grounded theory. The five dimensions of Chinese guests’ choice of hotels, namely “Hotel characteristics”, “Affiliated interests”, “Service level”, “Expectation of residents” and “Willingness to repatronize”, the hotel factors that affect residents’ feelings: cleanliness, facilities, decoration, space, subjective factors that affect residents’ evaluation: convenience, enthusiasm, thoughtfulness, patience, environmental factors that affect residents’ attitude: location, cost performance, transportation, quiet, expectation factors that affect residents’ satisfaction: feeling, and expectation. Finally, combining with the technology acceptance model, this paper established the psychological mechanism of hotel choice for Chinese residents, namely the TAM model. Based on the grounded theory, this paper constructs the basic framework of psychological mechanism of Chinese hotel choice. The research results not only supplement the hotel service management system, but also enrich and develop the service research field, and provide theoretical support for the ecological innovation practice of the hotel service industry.