休閒度假飯店安康服務對行為意圖之影響

The Influence of Multi-dimensions of the Wellness Service on Behavioral Intentions of Consumers for Resort Hotels

駱香妃(Hsiang-Fei Luoh) ； 駱佩君(Pei-Chun Lo) ； 王貞淳(Chen-Chun Wang)

《休閒產業管理學刊》 10卷1期 (2017/03) Pp. 17-33

https://doi.org/10.6213/JLRIM.2017.10(1)2

摘要

因應觀光休閒與健康旅館之消費需求，本研究旨在瞭解安康服務對休閒度假飯店消費者知覺價值與行為意圖之影響。研究採用立意抽樣法，以一年內曾有國內或國外休閒度假飯店住宿經驗之消費者為研究對象，共計回收317份有效樣本。研究結果以敘述性統計、信效度分析、因素分析，以及迴歸分析進行資料分析。研究結果顯示休閒度假飯店安康服務之人員服務、放鬆、健康促進措施與安康客房構面會顯著地影響消費者對飯店之知覺價值與行為意圖；除此，安康服務對行為意圖具直接與間接正向顯著之影響，知覺價值對安康服務與行為意圖關係具有部分中介效果。研究結果期能提供飯店業者服務內容設計與市場區隔之參考。

關鍵字

安康服務 ； 知覺價值 ； 行為意圖 ； 休閒度假飯店

並列摘要

In response to the increase in leisure and health demands from consumers of resort hotels, this study aims to better understand the influences of multi-dimensions of the wellness service on the perceived value and behavioral intentions of consumers for resort hotels. This study used the purposive sampling method, with consumers who had experience of staying in domestic or foreign resort hotels within the last year as the subjects. A total of 317 valid samples were collected. To verify the hypothesis, results were analyzed with descriptive statistical analysis, reliability and validity analysis, factor analysis, and regression analysis. The results show that the dimensions of personnel service, relaxation, health promotion treatments, and wellness rooms had a positive impact on the consumers' perceived value and behavioral intentions. Furthermore, the results also showed that wellness service had a direct effect, in addition to an indirect effect through perceived value on behavioral intentions. Consumers' perceived value had a partially mediating effect on the relationship between wellness service and behavioral intentions. Hopefully, the results may serve as a reference for the hotel industry in the fields of service design and market segmentation.

並列關鍵字

wellness service ； perceived value ； behavior intention ； resort hotel

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