Glamping has grown increasingly popular as a new type of outdoor hotel that combines nature with luxury. Glamping operations managers must fully understand how certain attributes of their business affect their customers’ word-of-mouth (WOM) in order to sustain growth and attract new customers. There has been little previous research on the influence of nature-related attributes on customers’ emotions and WOM. To address this gap, we conducted interviews in two glampsites based on the Stimulus-Organism-Response (SOR) framework. We also analyzed online reviews for 20 glampsites. We conducted qualitative analysis on the data using grounded theory techniques. We found that original ecology (including authenticity, scenery, and natural lifestyle) and accommodation environment (including room and public space) can affect customers’ emotional value (including tension release, enjoyment, and social bonding), which can in turn affect their WOM. The results presented here may provide useful implications for both researchers and glamping business managers.

豪华露营作为一种结合自然与豪华的新型户外酒店，已变得越来越受欢迎。杂乱无章的运营经理必须充分了解其业务的某些属性如何影响客户的口碑（WOM），以维持增长并吸引新客户。以前很少有关于与自然相关的属性对顾客的情绪和WOM的影响的研究。为了解决这一差距，我们基于刺激-有机体-反应（SOR）框架在两个平台上进行了采访。我们还分析了20个glampsites的在线评论。我们使用扎根的理论技术对数据进行了定性分析。我们发现原始生态（包括真实性，风景，和自然生活方式）和住宿环境（包括房间和公共空间）会影响客户的情感价值（包括释放紧张感，享受和与社会的联系），进而影响他们的WOM。这里介绍的结果可能对研究人员和豪华的业务经理都有有益的启示。