Study on Impact Factors of China B & B Customer Satisfaction

More than half of customers thought China B & B experience make them feel uncomfortable, which cause China B & B customers’ satisfaction level was low. This paper mainly adopts a domain based approach to expand, check, synthesize and review the knowledge of China B & B. Through study, this paper believes that the service quality, price, environment and facilities of China B & B have an important impact on customers’ experience satisfaction. Further study, this paper found that improving service quality, strengthening infrastructure construction and enhancing the combination of local culture and B & B will help to improve tourists’ satisfaction.


Development Status of China B & B
With the continuous development of China tourism industry, China's total tourism economic revenue has exceeded 6.6 trillion yuan in 2019 (Xu et al., 2020). By 2020, tourism will become one of the primary driving forces of China's economic development (Sun & Kong, 2021). Moreover, due to the improvement of economic level, people's spiritual demand has gradually replaced material demand in daily life and become the primary demand (Huang et al., 2021). Therefore, besides paying attention to the needs of traveling, tourists' spirit also should be taken seriously.
More importantly, in 2019, the total number of tourists was 3.09 billion, an increase of 9.7% over last year, and rural tourists' number accounting for more than half of the total number, in China (Xu et al., 2020). More, the total income of rural tourism is 1.81 trillion yuan, with an average annual growth of 11.3%, in 2019 China (Xu et al., 2020). The blow data obviously shows that rural tourism carries more than 50% of the number of tourists, but rural tourism income accounts for only about 27% of China's total tourism income. Thus, the economic benefit of China B & B market is not as good as the whole tourism market.
Another hand, there are some special characteristics that become the label of rural tourism, which are rural style ecology, B & B culture and leisure life experience (Zhang, 2021). Among them, B & B is an important factor and main economic source of rural tourism, that not only plays a role in stimulating local economic development and employment, but also greatly improves the living standards of local villagers and enriches the spiritual culture of local villagers (Chen, 2018). In detail, different from traditional hotels, B & B not only provides tourists with special accommodation and catering services, but also provides tourists with cultural and tourism experience activities (Ye, 2019

Customer Satisfaction Situation of China B & B
Customer satisfaction refers to the gap between customers' actual feelings after using the product and their expectations before purchasing the product (Ghosh, 2020 (Jiang & Sheng, 2020). Moreover, according to Li's study, customer perception oriented consumption gradually occupies a leading position in the consumer market. The current overall service attitude and poor service quality of B & B will reduce the level of customer satisfaction (Li, 2018).
Moreover, the overall customer satisfaction of China B & B market is less than 60%, which causes B & B managers to adopt the low price strategy mainly, this strategy further reduces the economic income of rural tourism (Yao, 2020). Therefore, this paper believes that the competition in China's B & B market is fierce, the overall level of customer satisfaction is low, and there is huge space for development and improvement.

Analysis of Influencing Factors
With the rapid development of the Internet, the development of Minsu is always under the supervision of the public (Zhang & Tian, 2021). After Covid-19, customer satisfaction plays a crucial role in the sustainable development of Minsu (Zhang & Tian, 2021). Moreover, the improvement of material living standards has resulted in changes in consumers' requirements for services and products (Xu, 2021 (Wu & Yu, 2018). Secondly, the customer satisfaction of B & B with high-quality services is higher than low-quality services one, which was because high-quality services tend to promote the interaction between host and guest, increase tourists' sense of belonging to B & B and enhance tourists experience, thereby increasing customer satisfaction (Tang, 2021).
Thirdly, high-quality B & B services not only could make tourists feel at home, but also could deepen the tourist experience impression (Wu, 2021). Simultaneously, high-quality B & B services could not only promote rural tourism, but also improve the customer satisfaction of B & B (Wu, 2021). Thus, high-quality service quality will improve customer satisfaction of B & B, and low-quality service will reduce customer satisfaction.

Price
The price strategy is a key strategy in marketing, although China B & B mainly focus on emotional and cultural experiences, it still was a commercial behavior, and the ultimate goal is to gain profits (Zhang, 2019).

Environment and Facilities
B & B environment could be divided into internal and external environments. usually produce high customer satisfaction (Yan, 2021). However, in order to attract tourists, many B & B will excessively pursue exaggeration and individuality, lack of local unique local style, ignore the integration of local culture and natural landscape, so that tourists couldn't understand local culture and rural characte-  (Zhu, 2021).
Furthermore, in order to obtain more economic benefits, many B & B arbitrarily transform the residential structure, aging facilities, excessive noise, private pulling of room wires, full of potential safety hazards and other serious problems, which also leads to the low level of customer satisfaction. Besides, China B & B lack an innovative spirit, and most of the internal decorations were similar, that gives tourists the feeling of aesthetic fatigue, which will undoubtedly reduce customers' satisfaction with the accommodation experience (Zhu, 2021). Therefore, this paper believes that environment and facilities were the significant affecting factors of B & B customer satisfaction.

Suggestion
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Conclusion
With the rapid development of the number and scale of China B & B, the improvement of quality is ignored, which leads to a low overall level of customer satisfaction. By domain-based study, this paper believes that B & B service quality, price, environment and facilities are the main factors affecting customer sa-H. Gao, X. P. Tan