休閒民宿消費者之住宿動機與體驗關聯性研究

A Leisure Study of the Relationship between Motivation and Experience of Home-Stay Consumer

褚麗絹(Li-Juan Chu) ； 劉秀端(Hsiu-Tuan Liu) ； 林經富(Jing-Fu Lin)

《管理實務與理論研究》 1卷2期 (2007/06) Pp. 89-109

https://doi.org/10.29916/JMPP.200706.0007

摘要

民宿產業是近年正處於蓬勃發展階段的新興觀光休閒產業，爲瞭解南投縣休閒民宿消費者之住宿動機與住宿體驗之差異情形及其相關性。本研究採用問卷調查法，資料分析方法包含項目分析、因素分析、t檢定、單因子多變量變異數分析、典型相關分析等。研究結果發現受訪者以中高齡居多，月收入以中低收入者爲多，教育程度則以大專院校之客群最多；主要的住宿動機以「民宿形象」、「地方特色」及「社會需求」等因素爲主；住宿體驗方面，民宿旅客最重視「內在心境」與「自然環境」之感受。針對住宿動機與體驗進行典型相關分析結果，亦顯示住宿動機主要是以民宿形象、社會需求及地方特色，影響住宿體驗的內在心境、自然環境與建築設施之體驗感受。此外，南投縣民宿業者目前在軟硬體設施與經營管理方面皆具有極高的優勢。本研究建議，民宿業者在進行經營管理與行銷組合時，應優先考慮主要客群之需求。並應繼續維持優勢，且把握現有機會將其發展成爲優勢。其次是強化行銷組合將弱勢轉化爲強勢，再則應改善民宿的環境與管理，以發展其特色與形象，並加強促銷使威脅減至最低。

關鍵字

民宿 ； 住宿動機 ； 住宿體驗

並列摘要

Home-stays are new developing recreation and tour industries at flourishing developing stage in recent years in Taiwan. This study adopted the investigation of questionnaire, to investigate the differences and relationships of consumer motive and experience in Nantou area. The statistical analysis method included item analysis, factor analysis, canonical correlation, one-way ANOVA and MANOVA. The results of study found that the majority of subjects were in middle and old age groups; Monthly incomes are many with middle and low income groups; Education degree is the most with subject of the universities and colleges groups. The subjects motivation takes 'home-stay image', 'local characteristic' and 'social need' factor as the core mainly. The passengers pay attention to the 'inherent mental state' and 'natural environment' factors most in getting stay experiences. By the method of canonical correlation, this study also found that the stay motives were mainly with the factors of 'home-stay image', 'social need' and 'local characteristic', which influence the stay experiences of 'inherent mental state', 'natural environment' and 'building facility'. It also found that the home-stay owners in Nantou all have extremely high advantages in facilities and management at present. The study suggested that home-study owner should pay the utmost attention to the main guest's demand of group while making up management and marketing strategy. It is should also continue maintaining the advantage to seize the opportunity for developing it into the advantage. The next, should enhance marketing for transferring the weaknesses into strength, and improve the home-stay environment in order to develop characteristic and image for reducing the threat moreover.

並列關鍵字

Home Stay ； Stay Motivation ； Stay Experience

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