Why Do Chinese Glampers Recommend It? The Role of Original Ecology Environment in a Glamping Experience

ABSTRACT

Glamping, which combines natural surroundings with quality accommodation, has been developing quickly in recent years in China. This study aims to fill the gap in empirical research on glamping by introducing a stimulus-organism-response (SOR) framework to investigate the factors influencing the behavioral intentions of glampers and to identify the specific dimensions of the original ecology environment, accommodation environment, and customers’ intrinsic affective values to determine their effects on WOM about glamping. A paper-based questionnaire was distributed offline, and 314 questionnaires were collected. The data were then analyzed using SPSS and PLS-SEM respectively. This study extends the application of the SOR framework in the WOM field and provides theoretical support for further research and exploration. Moreover, this study argues that the interplay between the original ecology environment, the traditional Chinese notion of ‘天人合一’ (Tian Ren He Yi), and aesthetics underpins the willingness of Chinese glamping participants to share their WOM. This study contributes to the development of the glamping industry in China and provides practical implications for the industry by understanding the needs of Chinese glampers.

摘要

奢华野营（Glamping）是一种将自然环境与优质住宿相结合的旅游方式，近年来在中国发展迅速。本研究旨在填补奢华野营实证研究的空白，通过引入刺激-个体生理、心理-反应（SOR）框架来探究影奢华野营者行为意向的因素，并从原生态环境、住宿环境和顾客内在情感价值观三个维度来确定它们对奢华野营活动口碑的影响。我们在线下发放了纸质问卷，共收回 314 份问卷。然后分别使用了SPSS 和 PLS-SEM 对数据进行了分析。本研究扩展了 SOR 框架在口碑领域的应用，为进一步的研究和探索提供了理论支持。此外，本研究还认为，原生态环境、中国传统的 ‘天人合一’（天人合一）观念和审美观之间的相互作用是中国奢华野营者愿意分享其口碑的基础。本研究有助于中国奢华野营行业的发展，并通过了解中国奢华野营者的需求为该行业提供了实际意义。

KEYWORDS:

• Chinese
• glamping
• original ecology environment
• accommodation environment
• word of mouth

关键词:

• 中国的
• 奢华野营
• 原生态环境
• 住宿环境
• 口碑

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Ning Kang

Ning Kang is a Ph.D. student in Faculty of Hospitality and Tourism Management at the Macau University of Science and Technology. Her interests include cultural tourism and tourist behavior (E-mail: [email protected]).

Yan Feng

Yan Feng is an assistant professor, and program director in Faculty of Hospitality and Tourism Management at the Macau University of Science and Technology. Her interests include tourist behavior and well-being (E-mail: [email protected]).

Jiayin Lin

Jiayin Lin is a graduate in Faculty of Hospitality and Tourism Management at the Macau University of Science and Technology. Her interests include glamping and tourist behavior (E-mail: [email protected]).