由住宿體驗提高顧客之行為意向－以花蓮民宿為例

Improving Guests' Behavioral Intentions Based on Lodging Experiences-Using Hualien Bed & Breakfast as an Example

林舜涓(Shun-Chuan Lin) ； 蔡佳燕(Chia-Yen Tsai) ； 邱莉文(Li-Wen Chiou)

《觀光旅遊研究學刊》 2期 (2007/10) Pp. 73-92

https://doi.org/10.29689/JTTR.200710.0004

摘要

在產品和服務同質化的程度愈來愈高時，體驗是阻止商品化的最佳方式。當國內大部分的觀光旅館還是呈現較制式化的建築和設計時，民宿獨特的住宿環境卻已經成為國人休閒投宿的首要選擇，意味著企業競爭的優勢在於給顧客有價值的體驗以提高顧客購後的行為意向。
本研究由民宿遊客的住宿體驗來探討其再消費意願與推薦意願。以問卷調查法進行研究，發放495份問卷，回收之有效問卷為413份，有效問卷回收率83.43%。經刪除垃圾問項後進行探索性因素分析所形成的構面和Schmitt(1999)提及衡量體驗行銷五個構面相吻合，顯示所形成之實證性構面和由文獻歸納出的概念性構面符合。主要研究結果顯示，住宿體驗以「情感體驗」構面最能預遊客再消費意願，但以「關聯體驗」構面最能預測遊客的推薦意願。

關鍵字

民宿 ； 體驗 ； 行為意向

並列摘要

When products and services become more and more homogeneous, to experience is the best way to keep them from commercialization (Pine & Gilmore, 2002). While most tourist hotels show similar custom built and design, the unique lodging environment of bed & breakfast becomes people's foremost consideration when they choose recreational accommodations (Yahoo, 2006).It indicates the advantages in business competition are to provide customers valuable experience for improving their behavioral intention after sale.
The purpose of this study is to investigate guests' intention of repurchase and recommendation based on their lodging experience of bed & breakfast. A questionnaire survey was used in this study; 495 copies were sent out and 413 valid copies were returned with the retrieval rate of 83.43%. After omitting invalid questions, we proceeded with exploratory factor analysis and came up dimensions which coincided with the five dimensions of measuring experiential marketing Schmitt (1999) suggested, indicating that the empirical aspects are consistent with the conceptual theory from literature reviews. The major research findings show ”emotional experience” in lodging is the best indicator in predicting guests' repurchase intention while the ”relatedness experience” is the best indicator in predicting guests’ intention of recommendation.

並列關鍵字

Bed & Breakfast ； experience ； behavioral intention