- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Rural tourism development features growth of small accommodation businesses (SABs). The disparity between the applause that appreciates increased economic benefits from SAB development, and the criticism on its potential damage to rural tourism experience, makes it necessary to verify the exact consequences of SAB growth. Drawing on business growth theory, this study models, tests and compares the effects of SAB size on various guest experiences and financial performance in the context of a highly dynamic rural destination, the north of China’s Zhejiang Province. Data was collected from 188 SABs and 873 guests, and analyzed through hierarchical linear modelling and multiple linear regression. The result points to a trade-off faced by entrepreneurs between enhancing guest experience and achieving economic goals as SAB size increases. Implications of the study for research and practice are also discussed.
7. Conclusion and implication
By examining and comparing different effects of business size on guest experience and financial performance, this study empirically addresses the disputes regarding the economic and socio-cultural consequences of rural SAB growth. It reveals that while the positive relationship between business size and business performance seems singular and straight-forward, the relationship between business size and guest experience is more complicated: increased business size positively lead to improved functional experience and emotional experience, but in the meantime deteriorate the authentic experience.
Theoretically, this study contributes to knowledge in three aspects. First, it proposes and tests a model depicting the effects of SAB size on guest experience and business performance. Although it has been widely observed that SABs vary in size across different entities and may expand their size through time, few research has examined and modeled the outcome of SAB size change. This study thus fills the gap and introduces a “growth lens” into small tourism business research to address heterogeneity between businesses.