遊客對民宿印象與再宿意願關係研究－以“A田庄”為例

Relationships of Bed-and-Breakfast Image and Repurchase Intention of Visitors: "X Garden" for Example

莊修田(Hsiu-Tyan Chuang) ； 葉佳琪(Jia-Chyi Yeh)

《設計學研究》 11卷2期 (2008/12) Pp. 47-69

https://doi.org/10.30105/JDS.200812.0003

摘要

本研究的目的在探討遊客對民宿的印象之構成，以及其與綜合態度、再宿意願間之關係。本研究以訪談三位民宿業者及觀察分析其環境的結果發展測量工具，再以住宿「A田庄」的287位遊客爲樣本進行問卷調查；調查所得資料經以SPSS統計軟體進行各項統計分析之後，獲得的結果顯示：1.遊客對民宿之印象由環境與設計構面的6個因素與社會性元素構面的2個因素所組成；2.在構成民宿印象的8個因素之中，「主人服務」最重要；2.再宿意願的測量結果反映了民宿是屬於重購周期較長的產業；3.今日的特色民宿，其遊客同質性較高；4.「客房空間」因素的綜合態度與再宿意願的相關係數最高；5.對於遊客的再宿意願，「客房空間」因素是最主要的預測變項，此一因素的預測量共可佔總預測量(37.5%)的六成六以上。本研究依據調查分析結果提出對民宿經營規劃與後續研究之建議。

關鍵字

民宿 ； 印象 ； 再宿意願

並列摘要

The main purposes of this study are to explore the components of customer's impression of bed-and-breakfasts (B&Bs), and the effects of customer impression on B&B goers’ overall attitude and repurchase intention. By interviewing three B&B owners and observing the physical environments of these three B&Bs, the researcher developed a questionnaire for this study. A sampling investigation was then conducted on 287 visitors of the ”X Garden” B&B. The results of SPSS quantitative analysis indicate that: 1. the B&B image consists of 6 factors regarding the environment and design component and 2 factors regarding the social element component; 2. the ”owner's service” factor is the most valued one among the whole eight factors of the B&B image; 3. the result of repurchase intention measurement reflects the fact that the repurchase frequency in B&B business is relatively low; 4. the visitors of today's characteristic B&Bs are relatively homogenous; 5. the correlation coefficient between overall attitude of ”suite space” factor and repurchase intention is the highest; 6. the ”suite space” factor is the most significant predictive variable which possesses more than 66% of the total 37.5% explained variance. According to the results of this study, this paper proposes suggestions for running and planning B&Bs.

並列關鍵字

bed-and-breakfast B&B ； image ； repurchase intention

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