民宿消費行爲對民宿需求相關因素之研究

本研究旨在探討民宿遊客不同的消費行爲對民宿需求的差異情形，以系統抽樣的方式取向，共發出450份問卷，回收有效問卷爲412份，有效回收率爲91.6%。分別採用描述性分析（次數分配、百分比、平均數、以及標準差等）、單因子變異數分析、因素分析、t檢定以及LSD事後比較等方法進行資料處理。研究結果發現：旅遊天數不同，在「合法經營」及「基本設備」因素達顯著差異；同遊人數不同，在「活動安排」、「便利享受」及「貼心服務」因素達顯著差異；旅遊同伴不同，在「活動安排」、「環境氛圍」、「便利享受」、「附加服務」、「合法經營」及「基本設備」因素達顯著差異；居住原因不同，在「環境氛圍」及「基本設備」因素達顯著差異；資訊來源不同，在「活動安排」及「基本設備」因素達顯著差異；房間定價不同，在「環境氛圍」及「附加服務」因素達顯著差異。

關鍵字

民宿；消費行爲；民宿需求

並列摘要

This study attempts to explore home-stay demand differences among various home-stay consumption segments. Systematic sampling is used. 450 questionnaires are distributed while 412 out of them are collected, which produces a 91.6 per cent response rate. Descriptive analysis, ANOVA, EFA, t-test, and LSD analysis are applied for data analysis. The findings reveal that under the situation of various travelling periods, the difference between legal-operation factor and facility factor shows significant. Besides, when the number of travelling partners is different, activity factor, convenience factor, and service factor are significantly different. In addition, while with different partners, all the following factors reveal significantly different, including activity factor, atmosphere factor, convenience factor, added-service factor, legal-operation factor, and facility factor. There are also some other contingencies that show different between factors. Atmosphere factor and facility factor are significantly different in the case of various residential reasons, while activity factor and facility factor being dissimilar and atmosphere factor and added-service factor being dissimilar under the conditions of different information sources and room prices respectively.