民宿吸引力與遊客滿意度忠誠度之關聯研究－以阿里山鄒族部落為例

The Effects of Attractiveness of Aboriginal Tribe Homestays on Tourist Satisfaction and Loyalty: Case of Alishan Area (Tsou Tribe)

吳英偉(Ryan Ying-Wei Wu) ； 林正士(Cheng-Shih Lin) ； 徐子豪(Tzu-Hao Hsu)

《休閒與遊憩研究》 8卷1期 (2016/07) Pp. 51-107

https://doi.org/10.6157/2016.8(1).2

摘要

阿里山為國際知名觀光風景區，因環境優美及知名度高，民宿產業近年來蓬勃發展。該區域內部落民宿之文化特性與其他地區民宿之經營型態與風格迥異。本研究目的為探討阿里山鄉鄒族原住民部落民宿吸引力及遊客滿意度與忠誠度之關係，以質性的深度訪談方法歸納阿里山特色民宿的特殊吸引力內涵和構面，再以量化之問卷調查法進行實證研究。首先依相關文獻並輔以訪談結果，做為問卷題項基礎。本研究針對阿里山鄒族部落範圍內的民宿旅客施測，回收有效問卷413份，分析結果發現：民宿吸引力、滿意度與忠誠度之間呈顯著正向關係，而其最重要的因素來自於鄒族原住民本身的民族特質以及環境資源因素，並證實民宿的特殊吸引力較一般吸引力對忠誠度有較大之直接影響效果；相對地，民宿的一般吸引力，需藉由遊客知覺的滿意度間接提高忠誠度。本研究結果期能讓相關單位對該區域民宿輔導策略之參考。並對阿里山地區部落民宿經營者，可瞭解本身之特性與優勢，做為未來經營管理之方向。

關鍵字

民宿 ； 鄒族 ； 原住民觀光 ； 阿里山 ； 吸引力 ； 滿意度

並列摘要

Mountain A-li is an internationally known scenic area in Taiwan. Because of its beauty, the homestay industry in the area has developed dynamically. Indeed, the cultures, operations and styles of aboriginal tribe homestays in Mountain A-li are completely different from the other homestays. The purpose of this study attempted to explore the effect of the attractiveness of the Tsou tribe homestays on tourists’ satisfaction and loyalty. This study combined the in-depth interview and survey to empirical study. This study reviewed the related literatures and collected and analyzed the data through interview method to develop an appropriate questionnaire. Sample of this study was the tourists of the homestays in the Tsou tribe and 413 valid questionnaires were collected. The results showed that the attractiveness of the homestays has a positive effect on the satisfaction and loyalty of the tourists. In addition, the hypotheses of the study were supported and the most important factor that attracts the tourists is the ethnic characteristics of the Tsou tribe themselves. The results of this study can serve as a reference for the owners and managers in the homestay business. This study also can be helpful to the aboriginal tribe homestay owners for understanding their own characteristics and advantages. As to developing marketing strategies, the implication of study would offer the future directions for management, their own positioning, as well as characteristics. Additionally, this study may also contribute to the business operation and development of homestays of Mountain A-li areas in the future.

並列關鍵字

homestay ； Tsou tribe ； aboriginal tourism ； Mountain Ali ； attractiveness ； satisfaction

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