# Feelings and Scenes of Rural Homestay Inns in China: A Perspective of Service Encounter

Authors: Yuqi Si; Chang Liu; Mu Zhang
Journal: Security and Communication Networks
 (2022)

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## Abstract

As a new form of business, rural homestay inn is booming in China, boosting the transformation and upgrading of leisure tourism and promoting the sustainable development of rural tourism. This study firstly emphasizes the humanistic care in the service process through the content analysis of 30 short videos and the findings that such hotels highlight the word “warmth” in their marketing. Based on this, this study clarifies that in the Chinese context, encounter is essential for gaining warmth. Therefore, the study constructs a model with service encounter as the core concept and explores customer loyalty in rural homestay inns. A total of 450 questionnaires were distributed, of which, 407 were valid. In addition, descriptive statistical analysis, reliability test, correlation analysis, and multiple linear regression analyses were conducted on the collected questionnaires. Results show the following: (1) service encounter includes physical environment encounter, service personnel encounter, and other customer encounter; (2) experience value includes functional emotional and social cognitive values; (3) physical environment encounter and service personnel encounter significantly affect the experience value; (4) physical environment encounter and service personnel encounter significantly affect customer loyalty; and (5) functional emotional and social cognitive values positively affect customer loyalty, and social cognitive value affects more significantly. On this basis, this study introduces the following suggestions: (1) highlighting the characteristics of rural homestay inns and creating a unique cultural atmosphere, (2) paying attention to human care and deepening emotional communication, and (3) improving the customer experience to satisfy higher consumer demand.


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## Body

## 1. Introduction

In the experience economy context, the concept of consumption has changed from pursuing only the quality of products to pursuing identity and emotional pleasure. Moreover, experience value has become the new consumption demand. Research shows that the degree of consumer enjoyment of experience directly affects the increase of industry revenue [1, 2]. Compared with service industries, tourism has more potential to stimulate a strong sense of emotion and experience in customers [3]. Therefore, travel companies and destinations increasingly focus on creating visitor experiences [4]. The mainstream of tourism market demand for tourism experience activities has changed from “sightseeing” to “not for sightseeing” [5], that is, from traditional horse-riding tourism to in-depth experience of nature and culture and from high-density pile-up tourism to low-density leisurely relaxation. The unprecedented market demand has stimulated the booming development of the tourism industry, and numerous new businesses have emerged; among them, rural homestay inns are notable. Rural homestay inn is to operate as a family side business by using unused houses and land and transforming them with local humanistic characteristics. The purpose of tourism of the rural homestay inn accommodation mode is leisure and vacation while ensuring the core function of accommodation and catering. This mode gradually has the function of tourism and sightseeing [6]. In choosing a hotel as a travel destination for sightseeing, consumers are attracted to the unique architectural design, excellent service, complete leisure facilities, and special accommodation [3]. Unlike people in Western countries who pursue individual independence and freedom, Chinese people are naturally inclined to live in groups and seek a lively atmosphere where they can call their friends and gather. They have a psychological motivation of prosocial behavior and a need to belong with emotional factors. The affectionate hospitality and services of rural homestay inns, including the atmosphere of the rural life they create, allow Chinese consumers to feel the simplicity, generosity, and kindness of the countryside. Moreover, such hospitality and services are gradually gaining popularity among Chinese consumers. First, through interview methods and textual analysis, this study finds that in China, these rural homestay inns often emphasize the keyword “warmth” in their marketing, emphasizing the human touch in the service encounter with guests and providing “warm” service that goes beyond standard service. Meyer pointed out that consumer experience is largely based on the feelings and thoughts that arise from their interaction with the product and environment at the moment of the service encounter [7]. Travelers’ emotional experiences during service encounters can influence customer perceptions, behavior, satisfaction, and willingness to revisit [8, 9]. The biggest difference between rural homestay inns and general hotels is the humanistic experience and warm service. Therefore, to respond to the increasingly changing market demand, the sustainable development of rural homestay inns needs to grasp the personalized consumption needs of tourists and make them feel warmed, cared for, respected, and valued during the service encounter process. The current research on service encounter has not yet formed a systematic theoretical system. The existing research on service encounter focused on service process management. For instance, Yang’s findings suggest that the “vacation concept” in the service process is the key to improving customer satisfaction [10]. Discussion on the hotel-customer contact, in particular, is lacking with limited literature. An example is Huang’s study on the relationship between brand experience and customer satisfaction at the level of customer perception [3]. Based on this study, the current study takes service encounter as the core concept from the perspective of consumer psychology, tries to explore the importance of service encounter in rural homestay inn, and proves the influence relationship between service encounter and customer loyalty in rural homestay inn through empirical research. The objectives are to provide basic research materials for the operation and development of rural homestay inns, optimize the product and service quality of rural homestay inns, cultivate more rural homestay inns with characteristics, bring better tourism experience for tourists, promote healthy competition in the tourism industry, and help rural tourism destinations develop sustainably.


## 2. Literature Review

In this portion of the paper, all the work related to the paper is discussed to proceed next. In Subsection2.1, thoroughly explain the rural homestay inns in China. In next subsection, the multi-sensory interaction and integration theory are completely discussed. In next subsections, the service encounter, experience value, and hypothesis are elaborated.


### 2.1. Rural Homestay Inns in China

Tourism homestay inn is divided into urban and rural homestay inns according to the different regions they are located in. According to the “Rural Homestay Inn Service Quality Standards,” a rural homestay inn is a small accommodation place located in the countryside, using the village (residence) people’s own residence, village collective premises, or other facilities. That is, the owner participates in the reception, facilitating the guest group to experience the beautiful local environment, characteristic culture, production, and lifestyle. This notion shows that the service staff composition of rural homestay inns is relatively simple, where most staff are the daily operation and management of the owner himself. Moreover, the service staff is one person with multiple jobs, and they pay more attention to the “spirit of hospitality” from the heart to “friends” identity customer interaction. This “warm” atmosphere is an important source of emotional dependence and a sense of belongingness for customers. In addition, rural homestay inns specifically mention “leisure experience services” in their service content. Many rural homestay inns are no longer satisfied with providing basic accommodation and food but are using innovative thinking to dig deeper into their own individual qualities and local resource endowments. They aim to create a special cultural theme homestay inn, providing agriculture, science, research, recreation, art, and other personalized experience activities, constantly extending the function of homestay inns. Furthermore, diversified business entities have enhanced the richness of the variety of rural homestay inns. Rural homestay inns are important places to convey the interests, aesthetic tendencies, life philosophy, and lifestyle of the owners. The personality traits of rural homestay inns are also influenced by the owners. In the 30 short videos selected by the author on the TikTok platform, rural homestay inns can be divided into two categories: vacation-oriented and social-oriented. Among them, the former can be divided into three categories based on the resources they rely on historical scenery, natural scenery, and ethnic style.


### 2.2. Multisensory Interaction and Integration Theory

Customer behavior reflects customers’ psychological information [11]; the source of information is customers’ experience. The process by which customers transfer information from one or more sensory channels to another by collecting, storing, and processing information from different sensory systems is called multisensory interaction [12]. The process of effectively merging different information from the same or different sensory channels into a unified perception is called multisensory integration [13]. Therefore, rural homestay inns must analyze the process of consumer experience from the consumer’s perspective to more effectively meet the consumer’s experience needs and create a greater product value. In this study, based on the research on service encounter conducted by Shostack, Lockwood, and Patrick Fan and combined with the theory of multisensory interaction integration, we argue that service encounter in the specific consumption context of rural homestay inns mainly includes three dimensions: physical environment encounter, service personnel encounter, and other customer encounter. Among them, the physical environment encounter refers to the contact with the architectural appearance, interior design, background music, overall atmosphere, and smell of the homestay inn. The information acquired by customers through multiple senses is internalized into abstract or presymbolic representations, which constitute mental models and are stored in the memory system. The influence of the physical environment on customer behavior has always been a matter of interest to scholars and practitioners. Ali and Amin [14] showed that customers with higher perceptions of the physical environment are more likely to have positive emotions. He argued that hotels should use the physical environment as an effective marketing strategy to increase customer satisfaction.


### 2.3. Service Encounter

The concept of service encounter emerged in the 1980s, and academics provided different concepts of service encounter from varying perspectives. The mainstream view of foreign academics can be divided into broad and narrow levels. The narrow service encounter is the contact between customers and service personnel, whereas the broad view has a service encounter that includes tangible and intangible environments and occurs in the whole process of service. For the definition of the concept of service encounter, Norman represented a narrow understanding of service encounter as “the direct interaction between the service provider and the customer, which occurs in the real moment” [15]. He regarded “service encounter” as a critical moment that affects customer experience and perception. A broad understanding of service encounter is represented by Shostack, who considered service encounter as “the period of time during which a customer comes into contact with a service,” including the contact with people and the environment [16]. In addition, some scholars supported a broad perspective of service encounter, such as Lockwood, who suggested that service encounter includes not only the interaction between service personnel and customers but also other tangible and intangible physical environments [17]. In China, most of the research on service encounter is defined from a broad perspective. Scholar Fan studied and classified service encounter into the following seven categories: contact between enterprise employees and customers, customers and service environment, customers and other customers, customers and service system, enterprise employees and service system, enterprise employees and service environment, and service system and service environment [18]. He believed that the most critical among them is the contact between the customer and the company’s employees, which coincides with the narrow understanding of service encounter.


### 2.4. Experience Value

Regarding experience value, Smith and Colgate believed that this value comes from the appropriate experience, feeling, and emotion that the product creates in the customer [19]. With the change of people’s consumption concept from the pursuit of product quality to the pursuit of identity, personality embodiment, and physical and mental pleasure, experience value has become the new consumer demand [20]. Companies are gradually realizing that creating an experiential context is conducive to improving product satisfaction and building and sustaining customer loyalty. In the existing research on experience value, scholars mainly hold three views. First, experience value belongs to consumer value and focuses on emotional experience. Second, consumer experience value is similar to perceived value. Finally, experience value is a consumer value with value cocreation characteristics. With the continuous improvement of the research system of experience value theory, some scholars proposed introspective, associative, and hierarchical experience value structure, dimensional theoretical models. Among them, the hierarchical experience value theory is based on Maslow’s need theory, incorporating five levels of consumer needs into different dimensions of experience value and establishing the correspondence between different experience value dimensions and different levels of needs with a vertical perspective. Sheth believed that experience value includes five dimensions: functional, social, emotional, cognitive, and situational [21]. Sweeney [22] studied experience value at three levels: emotional, social, and functional values. Fan [23] believed that the three dimensions of functional, emotional, and social experience values constitute experience value. Zhang and You further examined this basis and proposed a hierarchical experience value structural dimension model.Referring to the theoretical research of previous authors, the current study believes that experience value includes functional, emotional, social, and cognitive values. Combining the features of homestay inn services, that is, continuous extension in function and in-depth communication in emotion, functional and emotional values can be combined into “functional emotional value.” That is, customers’ perception of functional characteristics of hotel products and services in the process of consumption experience and the pleasure and emotional dependence gained in the experience activities satisfy customers’ needs for safety and belongingness. Social and cognitive values are similar in that they satisfy people’s needs for respect and self-fulfillment and can be combined into “social cognitive value,” which is the customer’s perception of the degree of satisfaction of their social needs. This division is consistent with the results of the empirical study of Bi on theme hotel customer loyalty [24]. Therefore, this study will measure two dimensions, functional emotional and social cognitive values, to provide a measurement basis for customer loyalty.


### 2.5. Hypothesis

Service encounter is the premise of experience value, and all elements in service encounter interact with one another to have an impact on customer experience. Enterprises can reduce consumers’ perceived risk and improve customers’ consumption experience through service encounter. The physical environment such as architectural landscape, interior design, and hardware facilities of rural homestay inns will have an impact on customer experience value. Customer evaluation of staff’s service skills is related to customer experience [25]. Interaction with other customers has an impact on the perceived value of the customer [26]. By contacting other customers, customers obtain experience perceptions that are internalized as a basis for psychological judgment to determine whether they receive pleasure or not. Therefore, this study concludes that the physical environment encounter, service personnel encounter, and other customer encounter in rural homestay inns significantly affect the experience value of customers. The research hypotheses of this study are as follows:H1: Service encounter has a positive influence on experiential valueH1.1a: Physical environment encounter has a positive influence on functional emotional valueH1.1b: Physical environment encounter has a positive influence on social cognitive valueH1.2a: Service personnel encounter has a positive influence on functional emotional valueH1.2b: Service personnel encounter has a positive influence on social cognitive valueH1.3a: Other customer encounter has a positive influence on functional emotional valueH1.3b: Other customer encounter has a positive influence on social cognitive valueRegarding the relationship between service encounter and customer loyalty, the results of many studies show that service encounter has a significant impact on customer loyalty. Sulek and Hensley believed that restaurant ambiance has a positive influence on customer satisfaction [27]. Zhang concluded a significant positive relationship among physical environment encounter, contact with service personnel, and contact with other customers and customer loyalty. Ni pointed out that the performance of employees’ professional skills, behavioral style, and attitude in service encounter has a positive effect on customer loyalty. Based on this, the following hypotheses are proposed in this study.H2: Service encounter has a positive influence on customer loyaltyH2.1a: Physical environment encounter has a positive influence on customer loyaltyH2.2a: Service personnel encounter has a positive influence on customer loyaltyH2.3a: Other customer encounter has a positive influence on customer loyaltyRegarding the relationship between experience value and customer loyalty, scholars confirmed through research that experience value positively affects customer repurchase behavior [28]. However, different dimensions of experience value have different degrees of influence on customer loyalty. A positive consumer experience will bring a favorable word-of-mouth effect, enhance customers’ willingness to repurchase, and improve customer loyalty. On the contrary, a negative consumer experience will reduce customers’ purchasing behavior and lead to disloyalty. The research model is shown in Figure 1. Therefore, the research hypothesis of this study is as follows:H3: Experience value has a positive influence on customer loyaltyFigure 1
Research model.H3.1a: Functional emotional value has a positive influence on customer loyaltyH3.1b: Social cognitive value has a positive influence on customer loyalty


## 2.1. Rural Homestay Inns in China

Tourism homestay inn is divided into urban and rural homestay inns according to the different regions they are located in. According to the “Rural Homestay Inn Service Quality Standards,” a rural homestay inn is a small accommodation place located in the countryside, using the village (residence) people’s own residence, village collective premises, or other facilities. That is, the owner participates in the reception, facilitating the guest group to experience the beautiful local environment, characteristic culture, production, and lifestyle. This notion shows that the service staff composition of rural homestay inns is relatively simple, where most staff are the daily operation and management of the owner himself. Moreover, the service staff is one person with multiple jobs, and they pay more attention to the “spirit of hospitality” from the heart to “friends” identity customer interaction. This “warm” atmosphere is an important source of emotional dependence and a sense of belongingness for customers. In addition, rural homestay inns specifically mention “leisure experience services” in their service content. Many rural homestay inns are no longer satisfied with providing basic accommodation and food but are using innovative thinking to dig deeper into their own individual qualities and local resource endowments. They aim to create a special cultural theme homestay inn, providing agriculture, science, research, recreation, art, and other personalized experience activities, constantly extending the function of homestay inns. Furthermore, diversified business entities have enhanced the richness of the variety of rural homestay inns. Rural homestay inns are important places to convey the interests, aesthetic tendencies, life philosophy, and lifestyle of the owners. The personality traits of rural homestay inns are also influenced by the owners. In the 30 short videos selected by the author on the TikTok platform, rural homestay inns can be divided into two categories: vacation-oriented and social-oriented. Among them, the former can be divided into three categories based on the resources they rely on historical scenery, natural scenery, and ethnic style.


## 2.2. Multisensory Interaction and Integration Theory

Customer behavior reflects customers’ psychological information [11]; the source of information is customers’ experience. The process by which customers transfer information from one or more sensory channels to another by collecting, storing, and processing information from different sensory systems is called multisensory interaction [12]. The process of effectively merging different information from the same or different sensory channels into a unified perception is called multisensory integration [13]. Therefore, rural homestay inns must analyze the process of consumer experience from the consumer’s perspective to more effectively meet the consumer’s experience needs and create a greater product value. In this study, based on the research on service encounter conducted by Shostack, Lockwood, and Patrick Fan and combined with the theory of multisensory interaction integration, we argue that service encounter in the specific consumption context of rural homestay inns mainly includes three dimensions: physical environment encounter, service personnel encounter, and other customer encounter. Among them, the physical environment encounter refers to the contact with the architectural appearance, interior design, background music, overall atmosphere, and smell of the homestay inn. The information acquired by customers through multiple senses is internalized into abstract or presymbolic representations, which constitute mental models and are stored in the memory system. The influence of the physical environment on customer behavior has always been a matter of interest to scholars and practitioners. Ali and Amin [14] showed that customers with higher perceptions of the physical environment are more likely to have positive emotions. He argued that hotels should use the physical environment as an effective marketing strategy to increase customer satisfaction.


## 2.3. Service Encounter

The concept of service encounter emerged in the 1980s, and academics provided different concepts of service encounter from varying perspectives. The mainstream view of foreign academics can be divided into broad and narrow levels. The narrow service encounter is the contact between customers and service personnel, whereas the broad view has a service encounter that includes tangible and intangible environments and occurs in the whole process of service. For the definition of the concept of service encounter, Norman represented a narrow understanding of service encounter as “the direct interaction between the service provider and the customer, which occurs in the real moment” [15]. He regarded “service encounter” as a critical moment that affects customer experience and perception. A broad understanding of service encounter is represented by Shostack, who considered service encounter as “the period of time during which a customer comes into contact with a service,” including the contact with people and the environment [16]. In addition, some scholars supported a broad perspective of service encounter, such as Lockwood, who suggested that service encounter includes not only the interaction between service personnel and customers but also other tangible and intangible physical environments [17]. In China, most of the research on service encounter is defined from a broad perspective. Scholar Fan studied and classified service encounter into the following seven categories: contact between enterprise employees and customers, customers and service environment, customers and other customers, customers and service system, enterprise employees and service system, enterprise employees and service environment, and service system and service environment [18]. He believed that the most critical among them is the contact between the customer and the company’s employees, which coincides with the narrow understanding of service encounter.


## 2.4. Experience Value

Regarding experience value, Smith and Colgate believed that this value comes from the appropriate experience, feeling, and emotion that the product creates in the customer [19]. With the change of people’s consumption concept from the pursuit of product quality to the pursuit of identity, personality embodiment, and physical and mental pleasure, experience value has become the new consumer demand [20]. Companies are gradually realizing that creating an experiential context is conducive to improving product satisfaction and building and sustaining customer loyalty. In the existing research on experience value, scholars mainly hold three views. First, experience value belongs to consumer value and focuses on emotional experience. Second, consumer experience value is similar to perceived value. Finally, experience value is a consumer value with value cocreation characteristics. With the continuous improvement of the research system of experience value theory, some scholars proposed introspective, associative, and hierarchical experience value structure, dimensional theoretical models. Among them, the hierarchical experience value theory is based on Maslow’s need theory, incorporating five levels of consumer needs into different dimensions of experience value and establishing the correspondence between different experience value dimensions and different levels of needs with a vertical perspective. Sheth believed that experience value includes five dimensions: functional, social, emotional, cognitive, and situational [21]. Sweeney [22] studied experience value at three levels: emotional, social, and functional values. Fan [23] believed that the three dimensions of functional, emotional, and social experience values constitute experience value. Zhang and You further examined this basis and proposed a hierarchical experience value structural dimension model.Referring to the theoretical research of previous authors, the current study believes that experience value includes functional, emotional, social, and cognitive values. Combining the features of homestay inn services, that is, continuous extension in function and in-depth communication in emotion, functional and emotional values can be combined into “functional emotional value.” That is, customers’ perception of functional characteristics of hotel products and services in the process of consumption experience and the pleasure and emotional dependence gained in the experience activities satisfy customers’ needs for safety and belongingness. Social and cognitive values are similar in that they satisfy people’s needs for respect and self-fulfillment and can be combined into “social cognitive value,” which is the customer’s perception of the degree of satisfaction of their social needs. This division is consistent with the results of the empirical study of Bi on theme hotel customer loyalty [24]. Therefore, this study will measure two dimensions, functional emotional and social cognitive values, to provide a measurement basis for customer loyalty.


## 2.5. Hypothesis

Service encounter is the premise of experience value, and all elements in service encounter interact with one another to have an impact on customer experience. Enterprises can reduce consumers’ perceived risk and improve customers’ consumption experience through service encounter. The physical environment such as architectural landscape, interior design, and hardware facilities of rural homestay inns will have an impact on customer experience value. Customer evaluation of staff’s service skills is related to customer experience [25]. Interaction with other customers has an impact on the perceived value of the customer [26]. By contacting other customers, customers obtain experience perceptions that are internalized as a basis for psychological judgment to determine whether they receive pleasure or not. Therefore, this study concludes that the physical environment encounter, service personnel encounter, and other customer encounter in rural homestay inns significantly affect the experience value of customers. The research hypotheses of this study are as follows:H1: Service encounter has a positive influence on experiential valueH1.1a: Physical environment encounter has a positive influence on functional emotional valueH1.1b: Physical environment encounter has a positive influence on social cognitive valueH1.2a: Service personnel encounter has a positive influence on functional emotional valueH1.2b: Service personnel encounter has a positive influence on social cognitive valueH1.3a: Other customer encounter has a positive influence on functional emotional valueH1.3b: Other customer encounter has a positive influence on social cognitive valueRegarding the relationship between service encounter and customer loyalty, the results of many studies show that service encounter has a significant impact on customer loyalty. Sulek and Hensley believed that restaurant ambiance has a positive influence on customer satisfaction [27]. Zhang concluded a significant positive relationship among physical environment encounter, contact with service personnel, and contact with other customers and customer loyalty. Ni pointed out that the performance of employees’ professional skills, behavioral style, and attitude in service encounter has a positive effect on customer loyalty. Based on this, the following hypotheses are proposed in this study.H2: Service encounter has a positive influence on customer loyaltyH2.1a: Physical environment encounter has a positive influence on customer loyaltyH2.2a: Service personnel encounter has a positive influence on customer loyaltyH2.3a: Other customer encounter has a positive influence on customer loyaltyRegarding the relationship between experience value and customer loyalty, scholars confirmed through research that experience value positively affects customer repurchase behavior [28]. However, different dimensions of experience value have different degrees of influence on customer loyalty. A positive consumer experience will bring a favorable word-of-mouth effect, enhance customers’ willingness to repurchase, and improve customer loyalty. On the contrary, a negative consumer experience will reduce customers’ purchasing behavior and lead to disloyalty. The research model is shown in Figure 1. Therefore, the research hypothesis of this study is as follows:H3: Experience value has a positive influence on customer loyaltyFigure 1
Research model.H3.1a: Functional emotional value has a positive influence on customer loyaltyH3.1b: Social cognitive value has a positive influence on customer loyalty


## 3. Methodology

This section explains the methods use in paper. It has some subsections to offer the information completely and step-by-step. Firstly, measures questionnaire development. Then, make a design for the questionnaire and gather data of questionnaire.


### 3.1. Measures Questionnaire Development

According to the customer contact scale proposed by Wu and Liang [29], combined with the specific situation of the rural homestay inn, service encounter is measured by three dimensions: physical environment encounter, service personnel encounter, and other customer encounter, with a total of 12 measurement items. According to the theoretical research on experience value by Sweeney, Zhang, and Liao, experience value is measured by two dimensions: functional emotional and social cognitive values, with a total of 14 measurement items. A total of 14 items were measured. The customer loyalty scale was integrated with the scale proposed by Zeithaml and Luo, and 8 items were set (Table 1).Table 1
Measurement scale.
VariableDimensionMeasurement question itemsReferenceService encounterPhysical environmentLocation, architectural style, lobby and interior decoration, hotel atmosphere, guest rooms, amenitiesWu and LiangService personnelProfessional, hospitable, personalized service, tourist information consultationOther customerFriendly conversation, common hobbiesExperience valueFunctional-emotional valueValue for money, excellent service, wonderful stay, facilities and equipment in working order, pleasant and soothing, good memories, novel experienceSweeneyZhangLiaoSocial cognitive valuePersonal image, target customers, status, identity, experience and knowledge, lifestyleCustomer loyaltyWillingness to stay again, increase the number of stays, refer others, active promotion, best choice, no waveringZeithamlLuo


### 3.2. Questionnaire Design and Data Collection

The questionnaire used in this study was determined on the basis of the existing literature and preliminary research. The questionnaire was divided into two main parts. The first part is the customer loyalty questionnaire, which includes three scales: service encounter, experience value, and customer loyalty. The second part is the personal information of the respondents, including gender, age, education, occupation, monthly income, number of stays, and number of days spent in the hotel. The questionnaires were distributed on March 5, 2020, which was affected by the epidemic, and this study invited visitors who had stayed in such homestays to distribute the questionnaire link by convenient sampling and using online questionnaires. A total of 450 questionnaires were distributed, of which, 407 were valid, with an efficiency rate of 90.44%. In this study, descriptive statistical analysis, reliability test, correlation analysis, and multiple linear regression analysis were conducted on the collected questionnaires by SPSS26.0.Table2 shows the descriptive statistical analysis of the basic information of the respondents. Of the sample, 60.4% were female; the age was concentrated in the range of 18–25 (52.8%); and the majority were students (43.2%) in enterprises and institutions (38.3%) who generally had undergraduate education (76.9%). In terms of monthly income, the highest percentage of 23.6% was in the range of RMB 1,000–2,000, followed by 22.1% in the range of RMB 5,001–8,000. In terms of the number of stays and days, the largest number of respondents had more than 3 stays, accounting for 32.2% of the total number. Moreover, the number of days spent in the hotel was mostly 1–2 days (41.5%).Table 2
Sample profile.
TypesN%GenderMale16139.6Female24660.4AgeUnder 18 years of age92.218–2521552.826–3010124.831–407017.241–50122.9EducationBelow secondary school30.7Secondary school174.2College4811.8Bachelor31376.9Master and above266.4OccupationStudent17643.2Enterprise and public institution personnel15638.3Individual businessmen338.1Freelancer286.9Other143.4Monthly income1,000–2,000 CNY9623.62,001–3,000 CNY4711.53,001–5,000 CNY6616.25,001–8,000 CNY9022.18,001–10,000 CNY6115More than 10,000 CNY4711.5Number of staysFirst time12430.5Second time9222.6Third time6014.7More than three times13132.2Days of stay1–2 days16941.53–4 days15838.85–6 days5814.3More than 6 days225.4Total407100Note. N = number and % = percentage.


### 3.3. Data Analysis

The reliability analysis in this study was performed using SPSS 26.0 software. Cronbach’s alpha coefficient was used to assess the reliability of the data. The overall reliability of the scales all exceeded 0.7. The overall alpha value of the scale was 0.931 > 0.9, indicating that the 34 measures of the scale had excellent reliability. The alpha values for each dimension of service encounter, experience value, and customer loyalty ranged from 0.707 to 0.881, and all of which were greater than 0.7, indicating that all dimensions of the scale had high reliability.The validity analysis for more effective results in this study was conducted using exploratory factor analysis. First, KMO and Bartlett’s sphericity tests were conducted to confirm whether the scale was suitable for factor analysis. Usually, if the KMO is close to 1, then factor analysis is more suitable. Moreover, a KMO greater than or equal to 0.7 indicates suitability for factor analysis. Next, principal component analysis was used to extract factors with eigenvalues greater than 1. After orthogonal rotation by the maximum variance method, the rotated component matrix was analyzed, and factor loadings greater than 0.5 were accepted.


## 3.1. Measures Questionnaire Development

According to the customer contact scale proposed by Wu and Liang [29], combined with the specific situation of the rural homestay inn, service encounter is measured by three dimensions: physical environment encounter, service personnel encounter, and other customer encounter, with a total of 12 measurement items. According to the theoretical research on experience value by Sweeney, Zhang, and Liao, experience value is measured by two dimensions: functional emotional and social cognitive values, with a total of 14 measurement items. A total of 14 items were measured. The customer loyalty scale was integrated with the scale proposed by Zeithaml and Luo, and 8 items were set (Table 1).Table 1
Measurement scale.
VariableDimensionMeasurement question itemsReferenceService encounterPhysical environmentLocation, architectural style, lobby and interior decoration, hotel atmosphere, guest rooms, amenitiesWu and LiangService personnelProfessional, hospitable, personalized service, tourist information consultationOther customerFriendly conversation, common hobbiesExperience valueFunctional-emotional valueValue for money, excellent service, wonderful stay, facilities and equipment in working order, pleasant and soothing, good memories, novel experienceSweeneyZhangLiaoSocial cognitive valuePersonal image, target customers, status, identity, experience and knowledge, lifestyleCustomer loyaltyWillingness to stay again, increase the number of stays, refer others, active promotion, best choice, no waveringZeithamlLuo


## 3.2. Questionnaire Design and Data Collection

The questionnaire used in this study was determined on the basis of the existing literature and preliminary research. The questionnaire was divided into two main parts. The first part is the customer loyalty questionnaire, which includes three scales: service encounter, experience value, and customer loyalty. The second part is the personal information of the respondents, including gender, age, education, occupation, monthly income, number of stays, and number of days spent in the hotel. The questionnaires were distributed on March 5, 2020, which was affected by the epidemic, and this study invited visitors who had stayed in such homestays to distribute the questionnaire link by convenient sampling and using online questionnaires. A total of 450 questionnaires were distributed, of which, 407 were valid, with an efficiency rate of 90.44%. In this study, descriptive statistical analysis, reliability test, correlation analysis, and multiple linear regression analysis were conducted on the collected questionnaires by SPSS26.0.Table2 shows the descriptive statistical analysis of the basic information of the respondents. Of the sample, 60.4% were female; the age was concentrated in the range of 18–25 (52.8%); and the majority were students (43.2%) in enterprises and institutions (38.3%) who generally had undergraduate education (76.9%). In terms of monthly income, the highest percentage of 23.6% was in the range of RMB 1,000–2,000, followed by 22.1% in the range of RMB 5,001–8,000. In terms of the number of stays and days, the largest number of respondents had more than 3 stays, accounting for 32.2% of the total number. Moreover, the number of days spent in the hotel was mostly 1–2 days (41.5%).Table 2
Sample profile.
TypesN%GenderMale16139.6Female24660.4AgeUnder 18 years of age92.218–2521552.826–3010124.831–407017.241–50122.9EducationBelow secondary school30.7Secondary school174.2College4811.8Bachelor31376.9Master and above266.4OccupationStudent17643.2Enterprise and public institution personnel15638.3Individual businessmen338.1Freelancer286.9Other143.4Monthly income1,000–2,000 CNY9623.62,001–3,000 CNY4711.53,001–5,000 CNY6616.25,001–8,000 CNY9022.18,001–10,000 CNY6115More than 10,000 CNY4711.5Number of staysFirst time12430.5Second time9222.6Third time6014.7More than three times13132.2Days of stay1–2 days16941.53–4 days15838.85–6 days5814.3More than 6 days225.4Total407100Note. N = number and % = percentage.


## 3.3. Data Analysis

The reliability analysis in this study was performed using SPSS 26.0 software. Cronbach’s alpha coefficient was used to assess the reliability of the data. The overall reliability of the scales all exceeded 0.7. The overall alpha value of the scale was 0.931 > 0.9, indicating that the 34 measures of the scale had excellent reliability. The alpha values for each dimension of service encounter, experience value, and customer loyalty ranged from 0.707 to 0.881, and all of which were greater than 0.7, indicating that all dimensions of the scale had high reliability.The validity analysis for more effective results in this study was conducted using exploratory factor analysis. First, KMO and Bartlett’s sphericity tests were conducted to confirm whether the scale was suitable for factor analysis. Usually, if the KMO is close to 1, then factor analysis is more suitable. Moreover, a KMO greater than or equal to 0.7 indicates suitability for factor analysis. Next, principal component analysis was used to extract factors with eigenvalues greater than 1. After orthogonal rotation by the maximum variance method, the rotated component matrix was analyzed, and factor loadings greater than 0.5 were accepted.


## 4. Results

After conducting exploratory factor analysis, correlation analysis, and multiple linear regression analysis, the following results were drawn.


### 4.1. Exploratory Factor Analysis

As shown in Table3, the KMO value was 0.909 > 0.7. It indicated that this value was well suited for factor analysis. The extracted factors have three eigenvalues greater than 1, which are consistent with the three dimensions of service encounter proposed in this study. Furthermore, the variance that can be explained is 62.573%, which is greater than 50%, and the test results indicate that the extracted factors can better explain the measured variables. The analysis of the rotated component matrix, the factor loadings greater than 0.5, and all the question items can be retained.Table 3
Factor analysis of service encounter.
VariablesItemsFactor loadingEigenvaluesVariance explainedCronbach’sαPhysical environmentExcellent location0.6645.32544.3710.832Architectural style with characteristics0.63Elegant interior decoration0.685Wonderful ambiance0.739Comfortable rooms0.722Well-appointed facilities0.639Service personnelProfessional staff0.7361.1749.7830.812Warm and hospitable staff0.752Personalized service0.705Local tourist-related information0.707Other customerFriendly conversation0.7671.018.4190.707Common interests0.841Note.∗Cumulative% = 62.573, KMO = 0.909, and Bartlett’s chi-square = 1,619.579 (df = 66; p<0.001).As shown in Table4, the KMO value was 0.943 > 0.7. The test result indicated that this value was well suited for factor analysis. The extracted factors have two eigenvalues greater than 1, and the variance that can be explained is 64.667%. The test results indicate that the extracted factors can explain the measured variables better. After analyzing the rotated component matrix, the factor loadings were all greater than 0.5, and all question items could be retained. The test results show that the experience value includes two factors. That is, the “functional emotional value” measurement item falls into factor 1 and the “social cognitive value” measurement item falls into factor 2. Based on this, the original hypothesis is verified, and the experience value includes two dimensions, namely, functional emotional and social cognitive values. The original hypothesis is verified, and the experience value includes two dimensions, which are functional emotional and social cognitive values.Table 4
Factor analysis of experience value.
VariablesQuestionsFactor loadingEigenvaluesVariance explainedCronbach’sαFunctional emotional valuePleasant mood0.8177.72955.2040.919Unforgettable memories0.807Staying experience is what I want0.77Excellent service0.758Value-for-money service0.734Relieves stress0.728Equipment works well0.69Novelty experience0.595Social cognitive valueShowing status0.8091.3259.4630.889Sense of identity0.776Target customer group0.729Experience and knowledge0.719Lifestyle0.713The image I want to convey to others0.684Note.∗Cumulative% = 64.667, KMO = 0.943, and Bartlett’s chi-square = 3,645.404 (df = 91; p<0.001).As shown in Table5, the KMO value was 0.915 > 0.7. It indicated that this value was well suited for factor analysis. The extracted factors have one eigenvalue greater than 1, and the variance that can be explained is 64.412%, which is more than 50%. The test results indicate that the extracted factors can explain the measured variables better. After analyzing the rotated component matrix, all the factor loadings of the question items were greater than 0.5, and all of them could be retained. The test results indicate that only one dimension of customer loyalty exists.Table 5
Factor analysis of customer loyalty.
VariablesItemsFactor loadingEigenvaluesVariance explainedCronbach’sαCustomer loyaltyBest choice0.845.15364.4120.919Recommend to friends and relatives0.83Stay again0.808I will not choose another hotel as long as the hotel maintains the level of service0.807Proactive promotion0.795Increase the number of stays0.787I will not be swayed even if I am recommended by another hotel0.777I can accept a slightly higher price0.774Note.∗Cumulative% = 64.412, KMO = 0.915, and Bartlett’s chi-square = 2,106.538 (df= 28; p<0.001).


### 4.2. Correlation Analysis

Table6 shows the results of the correlation analysis. The physical environment has a significant positive correlation with the service personnel, with a Pearson correlation coefficient of 0.639, and a significant positive correlation with other customers, with a Pearson correlation coefficient of 0.465. The service personnel have a significant positive correlation with other customers, with a Pearson correlation coefficient of 0.494. Then, the functional emotional value has a significant positive correlation with the social cognitive value. The Pearson correlation coefficient is 0.689, and the Pearson correlation coefficient is 0.733. Then, the social cognitive value and customer loyalty have a significant positive correlation, and the Pearson correlation coefficient is 0.77.Table 6
Correlation analysis.
VariablesPhysical environmentService personnelOther customerFunctional emotional valueSocial cognitive valueCustomer loyaltyPhysical environment1Service personnel0.639∗∗1Other customer0.465∗∗0.494∗∗1Functional emotional0.101−0.0190.071Social cognitive value0.137∗0.0290.0470.689∗∗1Customer loyalty0.059−0.0370.10.733∗∗0.770∗∗1Note.∗∗p<0.01.


### 4.3. Regression Analysis

This study uses multiple linear regression analysis to test whether independent variables have a significant effect on dependent variables by ANOVA, coefficient of determinationR-squared, F, and t-test.


#### 4.3.1. Results of Regression Analysis of Service Encounter on Experience Value

From Table7, the effect of the independent variables’ physical environment and service personnel on the functional affective value passed the significance test (p<0.1). That is, the physical environment positively affects the functional affective value, and service personnel negatively affects the functional affective value.Table 7
Regression coefficients of service encounter to Functional emotional value.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFFunctional emotional valueConstant3.8510.30612.5820Physical environment0.1890.0910.1472.0770.0390.5621.781Service personnel−0.1490.078−0.139−1.920.0560.541.852Other customer0.0250.0570.0270.4450.6570.7461.34Note. R = 0.124, R2 = 0.015, Adj R2 = 0.007, F = 1.806, p=0.146, and Dubin–Watson = 1.783. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.From Table8, the effect of the variable physical environment on social perceived value in terms of service encounter in the model passed the significance test (p<0.1). Moreover, the results indicate that the physical environment positively affects social perceived value.Table 8
Regression coefficients of service encounter to social and cognitive value.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFSocial cognitive valueConstant3.0910.3518.8090Physical environment0.3140.1040.2123.0080.0030.5621.781Service personnel−0.1350.089−0.109−1.5130.1310.541.852Other customer−0.0160.065−0.015−0.2380.8120.7461.34Note. R = 0.162, R2 = 0.026, Adj R2 = 0.018, F = 3.113, p=0.026, and Dubin–Watson = 1.664. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.In summary, the test results partially support the hypothesis “service encounter and experience value are significantly and positively related.” The results indicate that service encounter has a significant effect on social perceived value, in which the physical environment positively affects the social perceived value of customers.


#### 4.3.2. Results of Regression Analysis of Service Encounter on Customer Loyalty

From Table9, the variables of service encounter aspect of the model service personnel and physical environment passed the significance test on customer loyalty (p<0.1). The physical environment positively affects customer loyalty and service personnel negatively affecting customer loyalty.Table 9
Regression coefficients of service encounter to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant3.5620.34410.3430Physical environment0.1770.1020.1231.7280.0850.5621.781Service personnel−0.1830.088−0.151−2.0870.0380.541.852Other customer0.0760.0640.0731.1810.2380.7461.34Note. R = 0.129, R2 = 0.017, Adj R2 = 0.008, F = 1.968, p=0.118, and Dubin–Watson = 1.564. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.


#### 4.3.3. Results of Regression Analysis of Experience Value on Customer Loyalty

From Table10, the regression model constructed by the functional affective value in the model reached the significance level (p<0.001). The results indicate that the functional affective value has a significant positive effect on customer loyalty and again by R2 = 0.0549, which indicates that the model explains the original data to a high degree.Table 10
Regression coefficients of the functional and affective values to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant0.3790.162.3660.018Functional-emotional value0.8450.0380.74122.2340.00011Note. R = 0.741, R2 = 0.55, Adj R2 = 0.549, F = 494.357, p≤0.001, and Dubin–Watson = 1.693. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.From Table11, the regression model constructed by the social perception value in the model reached the significance level (p<0.1). The functional emotional value had a significant positive effect on customer loyalty, again by R2 = 0.0637, indicating that the model explained the original data to a high degree. The test results support hypothesis 3 “experience value and customer are significantly and positively related.” The results show that the coefficients of functional experience value and social perception value on customer loyalty are 0.741 and 0.799 (p<0.001). Among them, the social perception value has a greater impact on customer loyalty, and this result is consistent with the research results of Guo et al. [30].Table 11
Regression coefficients of social and cognitive value to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant0.870.1157.5460Social cognitive value0.7870.0290.79926.7020.00011Note. R = 0.799, R2 = 0.638, Adj R2 = 0.637, F = 713.005, p≤0.001, and Dubin–Watson = 1.844. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.


## 4.1. Exploratory Factor Analysis

As shown in Table3, the KMO value was 0.909 > 0.7. It indicated that this value was well suited for factor analysis. The extracted factors have three eigenvalues greater than 1, which are consistent with the three dimensions of service encounter proposed in this study. Furthermore, the variance that can be explained is 62.573%, which is greater than 50%, and the test results indicate that the extracted factors can better explain the measured variables. The analysis of the rotated component matrix, the factor loadings greater than 0.5, and all the question items can be retained.Table 3
Factor analysis of service encounter.
VariablesItemsFactor loadingEigenvaluesVariance explainedCronbach’sαPhysical environmentExcellent location0.6645.32544.3710.832Architectural style with characteristics0.63Elegant interior decoration0.685Wonderful ambiance0.739Comfortable rooms0.722Well-appointed facilities0.639Service personnelProfessional staff0.7361.1749.7830.812Warm and hospitable staff0.752Personalized service0.705Local tourist-related information0.707Other customerFriendly conversation0.7671.018.4190.707Common interests0.841Note.∗Cumulative% = 62.573, KMO = 0.909, and Bartlett’s chi-square = 1,619.579 (df = 66; p<0.001).As shown in Table4, the KMO value was 0.943 > 0.7. The test result indicated that this value was well suited for factor analysis. The extracted factors have two eigenvalues greater than 1, and the variance that can be explained is 64.667%. The test results indicate that the extracted factors can explain the measured variables better. After analyzing the rotated component matrix, the factor loadings were all greater than 0.5, and all question items could be retained. The test results show that the experience value includes two factors. That is, the “functional emotional value” measurement item falls into factor 1 and the “social cognitive value” measurement item falls into factor 2. Based on this, the original hypothesis is verified, and the experience value includes two dimensions, namely, functional emotional and social cognitive values. The original hypothesis is verified, and the experience value includes two dimensions, which are functional emotional and social cognitive values.Table 4
Factor analysis of experience value.
VariablesQuestionsFactor loadingEigenvaluesVariance explainedCronbach’sαFunctional emotional valuePleasant mood0.8177.72955.2040.919Unforgettable memories0.807Staying experience is what I want0.77Excellent service0.758Value-for-money service0.734Relieves stress0.728Equipment works well0.69Novelty experience0.595Social cognitive valueShowing status0.8091.3259.4630.889Sense of identity0.776Target customer group0.729Experience and knowledge0.719Lifestyle0.713The image I want to convey to others0.684Note.∗Cumulative% = 64.667, KMO = 0.943, and Bartlett’s chi-square = 3,645.404 (df = 91; p<0.001).As shown in Table5, the KMO value was 0.915 > 0.7. It indicated that this value was well suited for factor analysis. The extracted factors have one eigenvalue greater than 1, and the variance that can be explained is 64.412%, which is more than 50%. The test results indicate that the extracted factors can explain the measured variables better. After analyzing the rotated component matrix, all the factor loadings of the question items were greater than 0.5, and all of them could be retained. The test results indicate that only one dimension of customer loyalty exists.Table 5
Factor analysis of customer loyalty.
VariablesItemsFactor loadingEigenvaluesVariance explainedCronbach’sαCustomer loyaltyBest choice0.845.15364.4120.919Recommend to friends and relatives0.83Stay again0.808I will not choose another hotel as long as the hotel maintains the level of service0.807Proactive promotion0.795Increase the number of stays0.787I will not be swayed even if I am recommended by another hotel0.777I can accept a slightly higher price0.774Note.∗Cumulative% = 64.412, KMO = 0.915, and Bartlett’s chi-square = 2,106.538 (df= 28; p<0.001).


## 4.2. Correlation Analysis

Table6 shows the results of the correlation analysis. The physical environment has a significant positive correlation with the service personnel, with a Pearson correlation coefficient of 0.639, and a significant positive correlation with other customers, with a Pearson correlation coefficient of 0.465. The service personnel have a significant positive correlation with other customers, with a Pearson correlation coefficient of 0.494. Then, the functional emotional value has a significant positive correlation with the social cognitive value. The Pearson correlation coefficient is 0.689, and the Pearson correlation coefficient is 0.733. Then, the social cognitive value and customer loyalty have a significant positive correlation, and the Pearson correlation coefficient is 0.77.Table 6
Correlation analysis.
VariablesPhysical environmentService personnelOther customerFunctional emotional valueSocial cognitive valueCustomer loyaltyPhysical environment1Service personnel0.639∗∗1Other customer0.465∗∗0.494∗∗1Functional emotional0.101−0.0190.071Social cognitive value0.137∗0.0290.0470.689∗∗1Customer loyalty0.059−0.0370.10.733∗∗0.770∗∗1Note.∗∗p<0.01.


## 4.3. Regression Analysis

This study uses multiple linear regression analysis to test whether independent variables have a significant effect on dependent variables by ANOVA, coefficient of determinationR-squared, F, and t-test.


### 4.3.1. Results of Regression Analysis of Service Encounter on Experience Value

From Table7, the effect of the independent variables’ physical environment and service personnel on the functional affective value passed the significance test (p<0.1). That is, the physical environment positively affects the functional affective value, and service personnel negatively affects the functional affective value.Table 7
Regression coefficients of service encounter to Functional emotional value.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFFunctional emotional valueConstant3.8510.30612.5820Physical environment0.1890.0910.1472.0770.0390.5621.781Service personnel−0.1490.078−0.139−1.920.0560.541.852Other customer0.0250.0570.0270.4450.6570.7461.34Note. R = 0.124, R2 = 0.015, Adj R2 = 0.007, F = 1.806, p=0.146, and Dubin–Watson = 1.783. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.From Table8, the effect of the variable physical environment on social perceived value in terms of service encounter in the model passed the significance test (p<0.1). Moreover, the results indicate that the physical environment positively affects social perceived value.Table 8
Regression coefficients of service encounter to social and cognitive value.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFSocial cognitive valueConstant3.0910.3518.8090Physical environment0.3140.1040.2123.0080.0030.5621.781Service personnel−0.1350.089−0.109−1.5130.1310.541.852Other customer−0.0160.065−0.015−0.2380.8120.7461.34Note. R = 0.162, R2 = 0.026, Adj R2 = 0.018, F = 3.113, p=0.026, and Dubin–Watson = 1.664. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.In summary, the test results partially support the hypothesis “service encounter and experience value are significantly and positively related.” The results indicate that service encounter has a significant effect on social perceived value, in which the physical environment positively affects the social perceived value of customers.


### 4.3.2. Results of Regression Analysis of Service Encounter on Customer Loyalty

From Table9, the variables of service encounter aspect of the model service personnel and physical environment passed the significance test on customer loyalty (p<0.1). The physical environment positively affects customer loyalty and service personnel negatively affecting customer loyalty.Table 9
Regression coefficients of service encounter to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant3.5620.34410.3430Physical environment0.1770.1020.1231.7280.0850.5621.781Service personnel−0.1830.088−0.151−2.0870.0380.541.852Other customer0.0760.0640.0731.1810.2380.7461.34Note. R = 0.129, R2 = 0.017, Adj R2 = 0.008, F = 1.968, p=0.118, and Dubin–Watson = 1.564. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.


### 4.3.3. Results of Regression Analysis of Experience Value on Customer Loyalty

From Table10, the regression model constructed by the functional affective value in the model reached the significance level (p<0.001). The results indicate that the functional affective value has a significant positive effect on customer loyalty and again by R2 = 0.0549, which indicates that the model explains the original data to a high degree.Table 10
Regression coefficients of the functional and affective values to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant0.3790.162.3660.018Functional-emotional value0.8450.0380.74122.2340.00011Note. R = 0.741, R2 = 0.55, Adj R2 = 0.549, F = 494.357, p≤0.001, and Dubin–Watson = 1.693. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.From Table11, the regression model constructed by the social perception value in the model reached the significance level (p<0.1). The functional emotional value had a significant positive effect on customer loyalty, again by R2 = 0.0637, indicating that the model explained the original data to a high degree. The test results support hypothesis 3 “experience value and customer are significantly and positively related.” The results show that the coefficients of functional experience value and social perception value on customer loyalty are 0.741 and 0.799 (p<0.001). Among them, the social perception value has a greater impact on customer loyalty, and this result is consistent with the research results of Guo et al. [30].Table 11
Regression coefficients of social and cognitive value to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant0.870.1157.5460Social cognitive value0.7870.0290.79926.7020.00011Note. R = 0.799, R2 = 0.638, Adj R2 = 0.637, F = 713.005, p≤0.001, and Dubin–Watson = 1.844. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.


## 4.3.1. Results of Regression Analysis of Service Encounter on Experience Value

From Table7, the effect of the independent variables’ physical environment and service personnel on the functional affective value passed the significance test (p<0.1). That is, the physical environment positively affects the functional affective value, and service personnel negatively affects the functional affective value.Table 7
Regression coefficients of service encounter to Functional emotional value.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFFunctional emotional valueConstant3.8510.30612.5820Physical environment0.1890.0910.1472.0770.0390.5621.781Service personnel−0.1490.078−0.139−1.920.0560.541.852Other customer0.0250.0570.0270.4450.6570.7461.34Note. R = 0.124, R2 = 0.015, Adj R2 = 0.007, F = 1.806, p=0.146, and Dubin–Watson = 1.783. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.From Table8, the effect of the variable physical environment on social perceived value in terms of service encounter in the model passed the significance test (p<0.1). Moreover, the results indicate that the physical environment positively affects social perceived value.Table 8
Regression coefficients of service encounter to social and cognitive value.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFSocial cognitive valueConstant3.0910.3518.8090Physical environment0.3140.1040.2123.0080.0030.5621.781Service personnel−0.1350.089−0.109−1.5130.1310.541.852Other customer−0.0160.065−0.015−0.2380.8120.7461.34Note. R = 0.162, R2 = 0.026, Adj R2 = 0.018, F = 3.113, p=0.026, and Dubin–Watson = 1.664. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.In summary, the test results partially support the hypothesis “service encounter and experience value are significantly and positively related.” The results indicate that service encounter has a significant effect on social perceived value, in which the physical environment positively affects the social perceived value of customers.


## 4.3.2. Results of Regression Analysis of Service Encounter on Customer Loyalty

From Table9, the variables of service encounter aspect of the model service personnel and physical environment passed the significance test on customer loyalty (p<0.1). The physical environment positively affects customer loyalty and service personnel negatively affecting customer loyalty.Table 9
Regression coefficients of service encounter to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant3.5620.34410.3430Physical environment0.1770.1020.1231.7280.0850.5621.781Service personnel−0.1830.088−0.151−2.0870.0380.541.852Other customer0.0760.0640.0731.1810.2380.7461.34Note. R = 0.129, R2 = 0.017, Adj R2 = 0.008, F = 1.968, p=0.118, and Dubin–Watson = 1.564. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.


## 4.3.3. Results of Regression Analysis of Experience Value on Customer Loyalty

From Table10, the regression model constructed by the functional affective value in the model reached the significance level (p<0.001). The results indicate that the functional affective value has a significant positive effect on customer loyalty and again by R2 = 0.0549, which indicates that the model explains the original data to a high degree.Table 10
Regression coefficients of the functional and affective values to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant0.3790.162.3660.018Functional-emotional value0.8450.0380.74122.2340.00011Note. R = 0.741, R2 = 0.55, Adj R2 = 0.549, F = 494.357, p≤0.001, and Dubin–Watson = 1.693. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.From Table11, the regression model constructed by the social perception value in the model reached the significance level (p<0.1). The functional emotional value had a significant positive effect on customer loyalty, again by R2 = 0.0637, indicating that the model explained the original data to a high degree. The test results support hypothesis 3 “experience value and customer are significantly and positively related.” The results show that the coefficients of functional experience value and social perception value on customer loyalty are 0.741 and 0.799 (p<0.001). Among them, the social perception value has a greater impact on customer loyalty, and this result is consistent with the research results of Guo et al. [30].Table 11
Regression coefficients of social and cognitive value to customer loyalty.
Dependent variableIndependent variableNonstandardized factorsStandardized factorstSignificanceCovariance statisticsBStandard errorβToleranceVIFCustomer loyaltyConstant0.870.1157.5460Social cognitive value0.7870.0290.79926.7020.00011Note. R = 0.799, R2 = 0.638, Adj R2 = 0.637, F = 713.005, p≤0.001, and Dubin–Watson = 1.844. ∗p<0.1, ∗∗p<0.05, and ∗∗∗p<0.01.


## 5. Discussion

In view of the relatively few previous studies on service encounters in rural homestay inns, data support in terms of empirical evidence is limited. This study constructs a research model of the influence of service encounter on customer loyalty of rural homestay inns based on existing research. Moreover, the study proposes a research hypothesis, collects data through questionnaires for empirical analysis, and analyzes the relationship between service encounter and customer loyalty of rural homestay inns. The research findings are as follows.The audiences of rural homestay inns are mostly female; most of them are between 18 and 25 years old; and most of them are student groups and personnel of enterprises and institutions. Moreover, most of them are well-educated; the number of stays is more than three times or the first stay; and the revisit rate is high. The number of days of stay is mostly 1–2 or 3–4 days, and this group has a high consumption energy level and can further stimulate the consumption potential.Factor analysis of service encounter extracted three factors: physical environment, service personnel, and other customer. These factors can explain a variation rate of 62.573%, consistent with the dimensions proposed by the author through literature research. Factor analysis of experience value extracted “functional emotional value.” The factor analysis of experience value extracted two factors, “functional emotional value” and “social cognitive value,” which can explain 64.667% of the variation rate, consistent with the dimensions proposed by the author through literature research. The factor analysis of customer loyalty extracted one factor, which can explain 64.412% of the variation rate. The results indicate that only one dimension of customer loyalty exists.Through regression analysis, the research hypotheses were verified, and the results showed that first, the three dimensions of service encounter in hypothesis 1 did not have a significant impact on functional emotional value. This case may be caused by the limitation of sample selection. Second, the impact of service encounter on social cognitive value was significant, in which the physical environment positively affected the social cognitive value of customers, and rural homestay inns should focus on improving physical environment facilities. Again, no direct positive relationship exists between service encounter and customer loyalty in hypothesis 2 but indirectly affects customer loyalty by affecting experience value. This result is consistent with the findings of Lin and Mattila et al. Finally, the two dimensions of experience value in hypothesis 3, functional emotional and social cognitive values, positively affect customer loyalty. Among them, the influence of social cognitive value on customer loyalty is greater, which shows that improving customer experience value plays an important role in maintaining rural homestay inn customer loyalty.The findings of this study have certain theoretical significance: (1) this study combines existing research to clarify the importance of service encounter in rural homestay inns and enrich the theoretical results and (2) regarding the relationship between service encounter and customer loyalty, some research results show that service encounter indirectly affects customer loyalty through experience value. This study verifies this conclusion through empirical research and proposes targeted suggestions to provide basic research materials for rural homestay inns to improve customer loyalty.The findings of this study have practical significance for the operation and management of hotels: (1) the construction of the physical environment is important for rural homestay inns to perfect customer experience and improve customer loyalty. Moreover, hotels should pay attention to the construction of the physical environment, rely on local tourism resources, and create a unique cultural atmosphere. (2) The overservice personnel are not conducive to the customer experience of rural homestay inns. Most of the consumers of rural homestay inns take casual and family trips, focusing on cultural needs and spiritual enjoyment. Moreover, hotels should meet the needs of such guests for vacation privacy, so that customers can obtain a more in-depth travel experience. (3) Social perception value has a significant impact on the customer loyalty of rural homestay inns. Thus, hotels should pay attention to the satisfaction of customers’ higher-level needs, such as self-fulfillment, and innovate their own products and services.


## 6. Conclusions and Implications

COVID-19 pandemic has suppressed the demand for tourism, but the demand for tourism has not disappeared. Promoting the development of the leisure resort industry will be the key to the recovery of tourism in the new situation. As a new type of hotel, the rural homestay inn attracts tourists with unique architectural design, perfect leisure supporting facilities, and special accommodation, which can effectively promote the sustainable development of rural tourism. The unique cultural atmosphere, ultimate service, and deep natural cultural experience are the core competitiveness of the hotel. Moreover, the accurate grasp of customers’ psychological needs and behavioral patterns, and targeted marketing are the secrets of success for rural homestay inns. Based on this, this study proposes the following three suggestions.


### 6.1. Highlight the Characteristics of the Hotel and Create a Unique Cultural Atmosphere

The results of the previous study show that the physical environment has a significant impact on the experience value of customers. Ecology and culture are the core elements for rural homestay inns to attract customers. First, the physical environment construction of rural homestay inn should rely on the unique local natural environment and humanistic history, carefully select the site, creatively design and create architectural landscape and interior design that are integrated with the location, and highlight the characteristics. Local customs and cultural history are combined to create a unique cultural atmosphere of the rural homestay inn. Second, in terms of hardware facilities, rural homestay inns should not only focus on the comfort of the rooms but also need to have perfect supporting facilities. The objectives are to provide various leisure and entertainment activities and create a novel and interesting living atmosphere and artistic design in every link and every detail that customers come into with to meet their aesthetic interests.


### 6.2. Pay Attention to Humanistic Care and Realize the Deepening of Emotional Communication

Firstly, personalization is the key to making customers move. The staff of the rural homestay inn should get out of the programmed service way to provide customized services for each customer. Secondly, human care is one of the important factors to attract customers to the rural homestay inn. The staff should carry out the humanistic care in the whole process of service and carry out service innovation with the “spirit of hospitality” from the heart to provide warm service beyond the standard service. The staff should take the initiative to communicate with the customers in depth and become friends with them naturally. This “warm” atmosphere created by the hotel will make customers feel a sense of dependence and belonging, leaving a deep impression in the minds of customers, making them emotionally inclined to the hotel’s products and services, thereby increasing customer loyalty.


### 6.3. Improve Customer Experience and Meet Higher-Level Needs

Rural homestay inns should pay attention to the satisfaction of customers’ higher-level needs, such as respect, recognition, and self-fulfillment. First, customer relationship management can be conducted to understand the needs of customers through the collection and analysis of their basic information, consumption frequency, consumption preferences and other data, and emotional marketing to customers to meet their needs of being valued. Second, the purpose-oriented hotels should make good use of the membership system to provide surprise services above the standard for each member, giving member benefits; provide referral rewards; and promote the willingness of customers to share. Finally, rural homestay inns should pay attention to the innovation of their own products and services, particularly providing creative experience activities to meet consumers’ needs for self-fulfillment.


## 6.1. Highlight the Characteristics of the Hotel and Create a Unique Cultural Atmosphere

The results of the previous study show that the physical environment has a significant impact on the experience value of customers. Ecology and culture are the core elements for rural homestay inns to attract customers. First, the physical environment construction of rural homestay inn should rely on the unique local natural environment and humanistic history, carefully select the site, creatively design and create architectural landscape and interior design that are integrated with the location, and highlight the characteristics. Local customs and cultural history are combined to create a unique cultural atmosphere of the rural homestay inn. Second, in terms of hardware facilities, rural homestay inns should not only focus on the comfort of the rooms but also need to have perfect supporting facilities. The objectives are to provide various leisure and entertainment activities and create a novel and interesting living atmosphere and artistic design in every link and every detail that customers come into with to meet their aesthetic interests.


## 6.2. Pay Attention to Humanistic Care and Realize the Deepening of Emotional Communication

Firstly, personalization is the key to making customers move. The staff of the rural homestay inn should get out of the programmed service way to provide customized services for each customer. Secondly, human care is one of the important factors to attract customers to the rural homestay inn. The staff should carry out the humanistic care in the whole process of service and carry out service innovation with the “spirit of hospitality” from the heart to provide warm service beyond the standard service. The staff should take the initiative to communicate with the customers in depth and become friends with them naturally. This “warm” atmosphere created by the hotel will make customers feel a sense of dependence and belonging, leaving a deep impression in the minds of customers, making them emotionally inclined to the hotel’s products and services, thereby increasing customer loyalty.


## 6.3. Improve Customer Experience and Meet Higher-Level Needs

Rural homestay inns should pay attention to the satisfaction of customers’ higher-level needs, such as respect, recognition, and self-fulfillment. First, customer relationship management can be conducted to understand the needs of customers through the collection and analysis of their basic information, consumption frequency, consumption preferences and other data, and emotional marketing to customers to meet their needs of being valued. Second, the purpose-oriented hotels should make good use of the membership system to provide surprise services above the standard for each member, giving member benefits; provide referral rewards; and promote the willingness of customers to share. Finally, rural homestay inns should pay attention to the innovation of their own products and services, particularly providing creative experience activities to meet consumers’ needs for self-fulfillment.


## 7. Limitations and Future Research

This study takes service encounter as the entry point and examines the influence relationship of service encounter on customer loyalty of rural homestay inns. However, some limitations exist because scholars at home and abroad have less research on service encounter of rural homestay inns and are limited to time, cost, their own academic level, and other factors. First, as a limitation of sample selection, the questionnaire of this study is mainly released online through the questionnaire link as those who have had such hotel stay experience. Therefore, the sample selection is limited and cannot be fully applied to all rural homestay inns. Second, the people who fill out the questionnaire online are mainly young and highly educated, so the data sample may be a bit biased, leading to biased research results. Finally, the limitations of the questionnaire design, service encounter, experience value, and customer loyalty are all very complex concepts. This study draws on many mature scales of domestic and foreign scholars in measuring these variables. However, many defects still exist, and although it passed the test of SPSS26.0 software, the measurement questions of the scale still have shortcomings.In future research, first, additional mature scales can be used to design more understandable questionnaires in colloquial language, conduct prestudy before formal research, and modify the questionnaires after data analysis before starting formal research to obtain more accurate data. Second, this study used the traditional regression analysis to verify the hypothesis, and in future research, AMOS software can be used for structural equation modeling. This technique is mostly used in the study of customer relationship theory to better measure the influence relationship between variables. Finally, considering that theoretical studies on rural homestay inns are relatively few and theoretical references are not enough, thereby having a deficiency of not being objective enough. In future studies, we can conduct in-depth studies on specific cases of rural homestay inns and refer to the opinions of professionals in the industry to improve the reliability of the research conclusions.



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*Source: 1966335-2022-04-26.xml*