民宿業者在地認同感與顧客在地連結感之研究

近年來許多旅客在選擇住宿時，首選往往是能親近在地文化與生活的民宿，然而民宿經營也遭遇許多挑戰和困境，其中之一便是如何吸引顧客再次到訪。本研究整合社會支持觀點與社會認同理論，深入剖析社會支持如何影響業者的在地認同感，並促使顧客產生在地連結感與忠誠行為，同時探討誠實－謙卑人格特質對建構在地認同感的影響。本研究以問卷調查法分別蒐集業者層次（54份）與顧客層次（514份）資料，分析結果指出資訊支持愈高，越能提升民宿業者的在地認同感，進而強化顧客的在地連結感。此外，顧客在地連結感正向影響口碑與再宿意願，而誠實－謙卑的人格特質能夠強化社會情感支持與資訊支持影響在地認同感的效果，文末提供若干民宿經營建議。

關鍵字

社會支持；在地認同感；在地連結感；人格特質；顧客忠誠度

並列摘要

In recent years, when choosing accommodation, many tourists tend to prefer Bed and Breakfast (B&B) that are close to local culture and life. However, B&B owners are facing increasing challenges in business operations, one of which is how to attract customers to revisit. This study integrates social support perspective and social identity theory to provide insight into how social support affects owners' place identity, which in turn leads to customers' place bonding and loyalty. Additionally, we analyze the moderating effect of honesty and humility on the formation of place identity. The research model was tested via a field survey with two data sources. Through the questionnaire survey method, dividing the data collected into B&B owner-level and customer-level, 54 B&B owner questionnaires and 514 customer questionnaires were obtained. The results indicate that while information support positively relates to place identity, which in turn enhances customer's sense of place bonding, place bonding positively relates to positive word-of-mouth and revisit intention. This study also found that the honest-humble personality of owners strengthened the effects of emotional support and information support on place identity. At the end of the study, some managerial implications are discussed.

並列關鍵字

social support ； place identity ； place bonding ； honest-humble personality ； customer loyalty

參考文獻

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