- 期刊
花蓮民宿業者關係行銷與遊客選擇行為之研究
The Study of Home-Stay Manager's Relationship Marketing and Tourist's Choice Behavior in Hualien County
摘要
本研究以近年來國人在觀光旅遊時住宿選擇比例較高的民宿遊客為問卷調查對象，應用因素分析萃取出遊客對民宿關係行銷的認知因素，並依據關係行銷的因素分析結果，進一步應用區別分析分別探討影響民宿遊客滿意度、信任度與選擇行為的相關因素。研究結果發現：一、民宿遊客最重視的關係行銷認知因素依序為「相互交心」、「主動關懷」、「貼心服務」等特質；二、影響遊客對民宿住宿滿意度的因素主要為「相互交心」、「主動關懷」及「知覺價值」；三、影響遊客對民宿住宿信任感的重要因素則為「滿意度」、「相互交心」與「知覺價值」；四、影響遊客民宿選擇行為的主要因素則為「滿意度」、「知覺價值」、「信任度」與「相互交心」。
並列摘要
This study is based on guests who stayed in Bed and Breakfast (B & B) in their tours for the most of time in recent years. Factor analysis indicates that B&B tourists' cognitive factors of relationship marketing, and it based on the results of factor analysis to apply discriminate analysis to examine effect for B & B tourists' satisfaction, trust and choice behavior of the relevant factors. The results showed that: (1) B & B tourists take ”mutually pledge allegiance”, ”active care” and ”intimate services” of relationship marketing cognitive factors seriously; (2) the effect for tourists' satisfaction on B&B accommodation are ”mutual pledge allegiance”, ”active care” and ”perceived value”; (3) the effect for tourists' trust on B&B accommodation are ”satisfactory”, ”mutual pledge allegiance” and ”perceived value”; (4) the effect for tourists’ choice behavior on B & B accommodation are ”satisfactory”, ”perceived value”, ”trust” and ”mutual pledge allegiance”.