民宿業者導入DIY烘培體驗之體驗價值與口碑傳播意願之研究

本研究旨在探討旅客對於民宿業者導入DIY烘焙體驗之體驗價值及口碑傳播現況與關係，並分析不同背景變項的旅客對於民宿業者導入DIY烘焙體驗之體驗價值及口碑傳播之差異情形。本研究以旅客為研究對象，以「體驗價值」及「口碑傳播」量表為研究工具，採用問卷調查法共計發放500份問卷，獲得有效問卷463份。以描述性統計、獨立樣本t檢定、單因子變異數分析、Pearson積差相關等統計方式進行分析，其研究結果如下：一、在旅客背景變項中性別以「男性」、年齡以「41－50歲」、婚姻狀況以「已婚」、學歷以「大專（學）」、職業以「工商」及所得以「30,000－45,000元者」最多。二、就現況來看，體驗價值及口碑傳播平均得分高。三、背景變項中「年齡」、「學歷」及「所得」會在體驗價值及口碑傳播上達顯著差異。四、體驗價值與口碑傳播各層面皆達顯著相關。本研究對研究結果提出相關建議以作為參考依據。

關鍵字

民宿；手作烘焙；口碑

並列摘要

The study aims to exploring the current situations of experience value and word-of-mouth intention of the B & B to DIY baking experience. Analyze the differences between the experience value and and word-of-mouth intention of the B & B to DIY baking experience for tourist with different background variables. This research uses the tourists and ＂experience value＂ and ＂word-of-mouth intention＂ as research tools. This study adopted questionnaire survey and distributed 500 questionnaires with 463 valid ones collected, and Effective questionnaire rate of 92.6%. For descriptive statistic, t-test, one-way ANOVA and Pearson product-moment correlation were used to analyze those questionnaires. The study results are listed below: 1. In the context of tourist background, gender is ＂male＂, age is ＂41-50 old＂, marital status is ＂married ＂, education is university (college), and occupation is ＂business ＂, The income is ＂30,000-45,000 ＂. 2. The average score of the ＂experience value ＂, and ＂word-of-mouth intention＂ is high. 3. In the background variables, ＂age＂, ＂education＂, ＂income＂, have significant differences in experience value and word-of-mouth intention. 4. The experience value and word-of-mouth intention are all significant correlation. The study also provides suggestions based on the study results for the related industry.