民宿關係品質模式之研究

Exploring the Relationship Quality Model for Bed and Breakfast (B&B) Industry

歐聖榮(Sheng-Jung Ou) ； 林奕君(I-Chun Lin) ； 柯嘉鈞(Chia-Chun Ko)

《戶外遊憩研究》 21卷2期 (2008/06) Pp. 43-65

https://doi.org/10.6130/JORS.2008.21(2)3

摘要

本研究之目的乃在於建立民宿業的關係品質模式，進而探討影響旅客關係品質認知的因素構面及關係品質對於旅客忠誠度的影響作用。本研究主要係針對國內合法民宿進行研究，採郵寄問卷方式針對民宿重宿旅客進行資料的蒐集，共獲得229份有效問卷，並利用結構方程模式分析對理論假設模型進行檢定。綜合本研究結果可知，民宿旅客之忠誠度需以建立良好的關係品值爲前提，透過旅客與主人間良好關係之建立，方能建立旅客對民宿之信任與滿意感，進而承諾未來關係延續的意願，有效建立旅客對於民宿之忠誠度，並達成相互推薦且促使其再次住宿之意願。

關鍵字

民宿 ； 忠誠度 ； 關係品質 ； 結構方程模式

並列摘要

The purposes of this study were to develop the relationship quality model for Bed and Breakfast (B&B) industry in Taiwan and to discuss dimensions influencing the cognition of visitors' relationship quality and the impact of relationship quality on customers' loyalty. By using mailed questionnaire survey, the study obtained valid questionnaires from legal B&B industry and used Structure Equation Model (SEM) to examine the hypothetical model of relationship quality. The results show that before having loyalty, the hosts of B&B industry need to have good relationship quality with visitors. Through establishing this kind of good relationship, visitors might generate trust and satisfaction to the hosts, and then they might promise to continue the relationship in the future. By these processes, we can effectively establish visitors' loyalty to B&B industry, and after that they will be willing to recommend and revisit.

並列關鍵字

Bed and Breakfast B&B Industry ； Loyalty ； Relationship Quality ； Structure Equation Model

參考文獻

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