旅客對民宿設施與服務需求屬性偏好之研究－以高雄市民宿為例

A Study of Preference of Guests toward B & B Facility and Service- a Case of B & B in Kaohsiung

陳芳華(Fang- Hua Chen) ； 陳怡璇(Yi-Hsuan Chen) ； 蔡長清(Chang-Ching Tsai)

《商業現代化學刊》 8卷2期 (2016/10) Pp. 205-237

https://doi.org/10.6132/JCM.2016.8.2.12

摘要

台灣民宿熱潮的崛起，帶來台灣本土旅遊的另類發展新趨勢，但是媒體或部落客過度報導卻引來消費者期望落差後遺症，越來越多的民宿遊客住宿過民宿後，發覺民宿並不如媒體報導的那麼好，本研究目的主要為瞭解旅客在選擇住宿產品時對於民宿設施與服務需求屬性的偏好，並由消費者決策的研究領域中，探討旅客之消費者行為與其對民宿設施與服務的期望與知覺差異，期能對高雄市民宿之設施與服務品質做一詳細之剖析，裨使民宿投資規劃與經營管理者能更精準針對旅客量身訂做符合期望的產品。本研究以至高雄市20 家民宿住宿之旅客為研究對象，採便利抽樣，總共回收有效問卷250 份，並對住宿旅客進行問卷施測，調查其性別、年齡、職業、住宿資訊來源、住宿特性、滿意度、再宿意願及推薦他人等，運用描述性統計分析、因素分析、重要績效分析法(IPA)等研究方法，由分析結果發現旅客對民宿設施以「客房核心設施」，包含「睡床」、「床上用品(包括床單、羽絨被、枕頭)」、「客房獨立空調控溫裝置」等三項變數，「環境景觀」包含景點交通便利性、週遭環境視野風景、室內裝璜氣氛之設施因素最為重視；服務方面最重視「基本服務」因素，其中以客房清潔程度為必須優先處理項目，「諮詢服務」則以訂房便利性最為重視。本研究結果可提供民宿業者加強檢視其經營管理與服務效能，並可供未來欲投入民宿產業經營者之參考，另可提供消費者做為選擇民宿住宿體驗之參考依據。

關鍵字

民宿 ； 消費者行為 ； 偏好 ； 滿意度

並列摘要

The rise of Taiwan B & B boom, bringing Taiwanese tourism alternative new trends, Media or bloggers reported excessive gap between consumer expectations has led to complications, B & B tourists stay after, found media coverage is not as good as, The main purpose of this study is to understand visitors choose to stay in a B & B facilities for product and service needs attribute preferences, By the consumer decision-making areas of research to explore the consumer behavior and their passengers on the B & B facilities and service expectations and perceived differences, Hoping to Kaohsiung B & B quality of facilities and services to make a detailed analysis, B & B investment planning and management so that managers can more precisely tailored to meet the expectations for the guest's products. In this study, as well as B & B accommodation in Kaohsiung 20 passengers for the study, total 250 questionnaires were completed effectively. The data were analyzed by descriptive statistics, factor analysis, Importance and Performance Analysis (IPA), one way Anova, The results found by the B & B facilities for the travelers＂ room core facilities ＂,＂Landscape＂ the most attention; The most important services ＂Basic Service＂ factor, in which the degree of housekeeping must give priority to projects, ＂Consulting Services＂ places the most emphasis on ease of booking. The results of this study can provide guesthouse owners view their business management and enhance service performance, and want to invest for future reference industry operators, the other can provide consumers with choice B & B accommodation experience as the reference basis.

並列關鍵字

B & B ； Preference ； Consumer Behavior ； Satisfaction