遊客對台南老屋民宿認知及住宿意願之相關研究

A study on tourist perceptions and lodging intention of old houses in Tainan

林瑩昭(Ying-Chao Lin)

《休閒事業研究》 15卷4期 (2017/12) Pp. 9-25

https://doi.org/10.6746/LIR.201712_15(4).0002

摘要

由於民宿產業蓬勃發展，許多具特色的民宿經由媒體、報章、雜誌、網路等諸多報導，成為旅客住宿首選，而老屋民宿在台灣已成為一種流行，本研究將探究老屋民宿認知及住宿條件是否影響住宿意願。研究對象為來台南旅遊至少在台南住宿一晚的遊客，發放97份預試問卷、200份正式問卷，有效樣本198份。問卷採五點量表作答，有效問卷以SPSS V22電腦軟體分析，受試者在此問卷累計分數越高表示老屋認知及住宿意願越高。以遊客不同背景變項分析於，住宿條件中分析結果命名出「外在環境」、「住宿品質」、「旅遊便利」；老屋民宿認知中分析結果命名出「自我觀感」、「形象認知」。研究發現「住宿條件」中30歲以下的遊客在住宿條件選擇方面較注重環境外觀；「老屋民宿認知」中多利用大眾媒體與網路資訊的傳播，架設相關網頁並提供相關報導，並針對農林漁牧業者可利用台語電台廣播多加宣傳；「住宿意願」中年齡平均在41歲以上的遊客對於住宿老屋民宿的意願是偏低的，相對年輕族群的住宿意願較偏高，亦會推薦給親朋好友，而老屋可以帶給大家無限的想像與故事，創造出它的價值。

關鍵字

老屋民宿 ； 民宿認知 ； 住宿意願

並列摘要

As a result of the vigorous development of the B & B (Bed and Breakfast) industry, many characteristic B & Bs have become the first choice of tourists through media, newspapers, magazines and the Internet. The old-house has become popular in Taiwan. This study starts with the old-house and investigate if the cognition and requirement of old-houses would affect the living aspiration or not. The targets of this study are those tourists who stay at least one night in Tainan, we issued 97 pre-test questionnaires, 200 official questionnaires and 198 effective samples. The questionnaires use five points scale to answer and the effective questionnaire would analyzed by SPSS V22 software. Those tested who get the higher score of the questionnaires, the higher cognition and aspiration to stay. According to the float and drip analysis with different background of tourists. The results of the analysis has christen some proper nouns: ＂External Environment＂, ＂Quality of Accommodation＂ and ＂Travel Convenience＂; the results of analysis in the cognition of old-house has christen following proper nouns: ＂Self- Perception＂ and ＂Image Cognition＂. The study of ＂accommodation requirement＂ found that tourists under the age of 30 emphasize the exterior appearance. The old-house has makes use of dissemination of media and the Internet. Furthermore, they create the web page and provide relevant reports. To those dealers of Agriculture and Fishing industry, they use Taiwanese broadcast in order to disseminate. For the study of ＂accommodation aspiration＂, the tourists over the age of 40 have less aspiration of living in the old-house. In contrast, the aspiration of staying in the old-house would be higher in young people and would be more willing to recommend to friends. The old-house can bring us unlimited imagination, unforgettable stories and create its value.

並列關鍵字

Old house bed and breakfast ； Accommodation cognition ； Lodging intention