Author(s)

Du Jianwen, Cao Mingchun

Corresponding Author

Du Jianwen

ABSTRACT

Based on the textual data of 309 effective sentences from Blog, micro-blog and WeChat, using qualitative research methods, through Open Coding, Axial Coding and Selective Coding, the triple process of Grounded Theory to analyze, the study found the six core categories, namely formation factors that influence the tourists’ intention to experience B&B. The "story-line" shows the typical relationship structure between the categories, and then it builds a formation mechanism of intention to experience B&B and shows the factors’ roles in the framework of the model, while reflecting the conditions contained in the implementation of the context of each type of intention. The study finally explains that comfort and nostalgia are the two most important factors in promoting the intention to experience B&B, and from the perspective of tourists, explores that the B&B should play the role of “soul” of the host in design and construction in the future.

KEYWORDS

B&B, Intention To Experience, Grounded Theory, Formation Mechanism