城市民宿旅客之消費者行為探討－以台中地區為例

The Study on Consumer Behavior of City Home Stay in Taichung County

葉龍泰(Lung-Tai Yeh) ； 何虹穎(Hung-Ying Ho) ； 黎郁君(Yu-Chun Li) ； 陳筱青(Hsiao-Ching Chen) ； 鄭富元(Fu-Yuan Cheng)

《稻江學報》 5卷1期 (2010/12) Pp. 114-129

https://doi.org/10.7018/JTU.201012.0114

摘要

The ”City Home Stay” is a new choice for modern people to stay in a city, except hotels, commercial hotel and motel. Therefore, the aim of this study was to discuss the reasons for emerging of City Home Stay and the consumer behavior of the City Home Stay travelers. The research uses questionnaire to investigate the consumers of ”Feng Chia Seven” which located at the Taichung city. Two hundred and fifty questionnaires were submitted and two hundreds valid questionnaires were returned, the effective return rate of questionnaires were 80%. Our work mainly researched the relationship between motivations and basic data of the Home Stay travelers and tested the significant differences on expectations and satisfaction before and after staying in that. The results could be referred to who were running the business or plan to do so. The analysis of survey indicated the main motivations of the Home Stay travelers were ”the Home Stay host receives me cordially and let me feel geniality”, ”the Home Stay environment let me relax” and ”the friends recommend, the newspapers and magazines or the network report. The sex, age and marriage influenced significantly the motivation of City Home Stay consumer behavior (p＜0.05). Overall, there were few differences between expectation and satisfaction before and after travelers stayed in the City Home Stay. However, some of them influenced the traveler when they selected hotel. Therefore, the operator of the City Home Stay could improve the things which the travelers expect most, and attract them to come once again.

關鍵字

城市民宿 ； 動機 ； 滿意度 ； 消費者行為

並列摘要

The ”City Home Stay” is a new choice for modern people to stay in a city, except hotels, commercial hotel and motel. Therefore, the aim of this study was to discuss the reasons for emerging of City Home Stay and the consumer behavior of the City Home Stay travelers. The research uses questionnaire to investigate the consumers of ”Feng Chia Seven” which located at the Taichung city. Two hundred and fifty questionnaires were submitted and two hundreds valid questionnaires were returned, the effective return rate of questionnaires were 80%. Our work mainly researched the relationship between motivations and basic data of the Home Stay travelers and tested the significant differences on expectations and satisfaction before and after staying in that. The results could be referred to who were running the business or plan to do so. The analysis of survey indicated the main motivations of the Home Stay travelers were ”the Home Stay host receives me cordially and let me feel geniality”, ”the Home Stay environment let me relax” and ”the friends recommend, the newspapers and magazines or the network report. The sex, age and marriage influenced significantly the motivation of City Home Stay consumer behavior (p＜0.05). Overall, there were few differences between expectation and satisfaction before and after travelers stayed in the City Home Stay. However, some of them influenced the traveler when they selected hotel. Therefore, the operator of the City Home Stay could improve the things which the travelers expect most, and attract them to come once again.

並列關鍵字

City Home Stay ； Motivation ； Satisfaction ； Consumer Behavior