近幾年台灣地區民宿蓬勃發展,民宿經營業者爭取遊客重遊在宿已成為經營管理之重點項目。本研究目的為探討民宿遊客關係品質與重遊意圖之關係,檢視滿意、信任、承諾與重遊意圖間之關係。選擇台中市石岡、東勢、新社地區之民宿遊客為研究對象,採用遊客自填式問卷作為研究工具,現地調查結果共獲得有效問卷400 份。經由資料分析結果顯示民宿遊客關係品質中的滿意、信任、承諾皆影響重遊意圖;同時滿意分別影響信任及承諾,且信任影響承諾,研究結果發現在民宿產業經營中,滿意是遊客與民宿間關係發展的啟動因子,而信任扮演遊客與民宿間關係維繫的重要中介角色。據此,提供民宿經營業者經營管理與關係行銷策略規劃之參考。
Bed and Breakfast (B&B) is one of the growth sectors in the tourism industry. The purpose of this study is to examine the relationship between B&B tourists' relationship quality and revisit intentions. An on-site questionnaire was administered to 400 samples in Dongshi, Shigang and Xinshe destination. The results indicated that satisfaction, trust and commitment influenced revisit intentions, and satisfaction influenced trust and commitment, which in turn trust influenced commitment. Overall, the findings suggested that satisfaction could drive the relationship development between tourist and B&B service providers, and trust could play an important role of relationship continuity. Implications for theory, practice, and future research are provided.