攀枝花学院学报

本研究以十堰市作为研究区域，通过实地走访和网站资料筛选，以携程旅游网评论作为研究对象，根据热度、所在区位等因素选择20所民宿作为研究案例，通过收集整理民宿顾客对民宿的评价，分析民宿顾客的感知价值。首先基于扎根理论对携程旅游网上的评论进行编码分析，构建顾客感知价值模型。然后借助NVivo软件进行结构效度分析，比较感知价值范畴对应概念在评论资料中的占比并进行排序，得到的研究结果为：在影响十堰民宿感知价值的五类因素中，占比从大到小依次为功能价值、审美价值、环境价值、情感价值和文化价值。最后，根据以上实证结果提出未来十堰市民宿行业发展需增强顾客情感价值和文化价值感知的优化措施。

This study takes Shiyan City as the research sphere. By means of on-site visits and website data screening, it selects the reviews on Ctrip as the research object. Based on factors such as popularity and location, 20 homestays are chosen as research cases. By collecting and sorting out the evaluations of homestay customers, the perceived value of homestay customers is analyzed. First, based on the Grounded Theory, the reviews on Ctrip are coded and analyzed to construct a customer perceived value model. Then, the NVivo software is used for structural validity analysis. By comparing and ranking the proportions of concepts corresponding to the perceived-value categories in the review data, the research results show that among the five types of factors affecting the perceived value of homestays in Shiyan, the factors ranked in descending order of influence are functional value, aesthetic value, environmental value, emotional value, and cultural value. Finally, according to the above empirical results, optimization measures are proposed for the future development of the homestay industry in Shiyan City, which emphasize enhancing customers' perception of emotional and cultural values.