屏東地區旅客生活型態、住宿滿意度與再宿意願之研究-以枋山中華電信會館為例

本研究旨在探討屏東地區旅客的生活型態、住宿滿意度與再宿意願之關係，以枋山中華電信會館為例，進行深入分析。研究主要包括三個部分：旅客的住宿動機、住宿滿意度及再宿意願。研究方法包括文獻回顧、問卷調查與數據分析，對象為在枋山中華電信會館連續住宿超過兩天一夜的遊客。本研究分析了旅客的背景資料及其選擇住宿的動機，發現環境清幽、價格合理及過往良好經驗是主要驅動因素。其次，通過調查旅客對住宿體驗的滿意度，發現清潔衛生、服務質量及設施完善度是影響滿意度的主要因素。此外，本研究還分析了旅客的再宿意願，結果顯示高滿意度的住宿體驗顯著提升了旅客的再宿意願。本研究結果表明，提升住宿環境品質及服務質量能有效提高旅客的滿意度，進而增強其再宿意願。研究建議中華電信會館應持續改善設施與服務，並加強宣傳以吸引更多遊客，提高市場競爭力。這些發現對旅遊業者及服務提供者具有重要參考價值，有助於提升服務品質及客戶滿意度。

關鍵字

屏東地區；住宿動機；住宿滿意度；再宿意願

並列摘要

This study aims to explore the relationship between tourists' lifestyles, accommodation satisfaction, and revisit intentions in the Pingtung area, using the Fongshan Chunghwa Telecom Guest House as a case study. The research primarily focuses on three aspects: tourists' accommodation motivations, accommodation satisfaction, and revisit intentions. The research methods include literature review, questionnaire surveys, and data analysis, targeting tourists who have stayed at the Fongshan Chunghwa Telecom Guest House for more than two consecutive days and nights. This study analyzed tourists' background information and their motivations for choosing accommodation, revealing that a tranquil environment, reasonable pricing, and positive past experiences were the main driving factors. Furthermore, the survey on tourists' accommodation experiences found that cleanliness, service quality, and well-maintained facilities were the key factors influencing satisfaction. Additionally, the study examined tourists' revisit intentions, showing that a highly satisfactory accommodation experience significantly enhanced their willingness to revisit. The results of this study indicate that improving the quality of the accommodation environment and service can effectively enhance tourists' satisfaction and, consequently, strengthen their revisit intentions. The study suggests that the Chunghwa Telecom Guest House should continuously improve its facilities and services while increasing promotional efforts to attract more tourists and boost market competitiveness. These findings provide valuable insights for tourism operators and service providers, helping to improve service quality and customer satisfaction.