精品旅館吸引力對遊客滿意度與再宿意願影響之研究 - 以曼谷地區為例

Impact of Attractiveness of Boutique Hotels on Tourist Satisfaction and Revisit Intentions – A Case of Bangkok Area

黃映雪(Jariya Tantiwarachai)

指導教授 ： 楊芝澐

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2011年)

摘要

近年來，由於遊客希望追求傳統旅館不同的旅遊體驗，因此，精品旅館成為感受新的旅遊體驗之新選擇。本研究之目的在於探討遊客對於精品旅館需求及精品旅館的吸引力對於遊客滿意度與再宿意願之影響。本研究於2011年2月11日至2月25日在泰國曼谷地區發放370份問卷。本研究採用之分析方法有描述性統計量、信度檢測、迴歸分析、成對樣本T檢定以及路徑分析。研究結果發現，精品旅館吸引力及遊客知覺吸引力對遊客滿意度有顯著影響；遊客滿意度對於再宿意願有顯著影響；因此，精品旅館吸引力及遊客知覺吸引力會經由遊客滿意度對再宿意願產生影響。

關鍵字

精品旅館 ； 吸引力 ； 遊客滿意度 ； 再宿意願

並列摘要

Nowadays, due to tourists’ desire for different experience from staying in traditional hotels, boutique hotels have become increasing popular destinations for tourists to pursue new experience. This study endeavors to find out tourists’ demand for boutique hotels and their attractiveness impact on tourist satisfaction and chances of revisit in the future. A total of 370 respondents completed a questionnaire conducted in Bangkok, Thailand from February 11st to February 25th, 2011. The collected data were analyzed using descriptive statistics analysis, reliability analysis, regression analysis, pared-simple T test, and path analysis. The results revealed the attractiveness of boutique hotels and perceived attractiveness have a significant effect on tourist satisfaction. Results also showed that tourist satisfaction has a significant influence on revisit intention. Additionally, the attractiveness of boutique hotels and tourists’ perceived attractiveness have an indirect effect on revisit intention via tourist satisfaction.

並列關鍵字

boutique hotel ； attractiveness ； tourist satisfaction ； revisit intention

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