影響消費者對文創旅館住宿意願因素之探討

有鑑於近年來文創旅館的開設風潮，為台灣旅館產業開啟新的面向。為進一步了解消費者選擇文創旅館做為住宿地點的因素，本研究採用問卷調查法進行分析。研究中共計發出400份問卷，回收375份，有效問卷331份、有效問卷率為82.8%。本研究藉由6位學者專家的焦點團體訪談，得出可能影響消費者對文創旅館住宿意願之因素，共計有30個題項，歸納為六大構面：分別是設計創新、人文體驗、老屋重生、產品多樣化、服務特色和綠色服務。其後再以逐步迴歸分析法，找出影響消費者對文創旅館住宿意願的因素。結果顯示：只有產品多樣化、人文體驗、服務特色、設計創新及綠色服務五個因素對文創旅館住宿意願有影響。上述的五個因素可進一步歸納為兩大部分：人文體驗及設計創新等二個因素為「文創旅館特色」面相；而產品多樣化、服務特色及綠色服務等三個因素為「文創旅館服務創新」面相。此外，影響文創旅館住宿意願的因素中最重要為服務特色，其次是人文體驗，再其次為產品多樣化、設計創新，影響最小者為綠色服務。本研究分析顯示：文創旅館要有自己的獨特點、市場定位及行銷手法，並能不斷提升服務品質及創新服務且重視環保，才能回應消費者的需求。

關鍵字

文創旅館；文化創意特色；服務創新；住宿意願

並列摘要

The trend of the cultural and creative hotels has initiated a new phenomenon of hotel industry in Taiwan. In order to discover the reasons why customer selected such hotels as desired places to stay, this study analyzed this by using questionnaires. Four hundred copies were issued with 375 returned, while 331 copies were valid. Dimensions which influencing customers' purchasing intention of such hotels were collected according to in-depth interviewing of a focusing group which consisted of 6 experts. Six dimensions including design innovation, cultural experience, rebirth of old building, product variety, features of service, and green services were obtained which generated 30 questions. Regression analysis was employed to analyze the factors which affect the purchasing intention of customers. Results of this study indicated that product variety,, cultural experience, features of service, design innovation, and green services demonstrated such influences. These 5 factors were also categorized into 2 dimensions, cultural experience and design innovation fell into the ＂characteristics of cultural and creative hotels＂ dimension while the rest can be categorized as ＂service innovation of cultural and creative hotels.＂ Dimension. Futhurmore, features of service were found as the greatest factor which influencing the purchasing intention, followed by cultural experience, product variety, and design innovation, while green services had the least effects. It was suggested that cultural and creative hotels should maintain the unique characteristics, market positioning, and marketing strategies which elevate the service quality and innovative services, and also pay attention to environmental protection, therefore, in respond to customers' requirements.

並列關鍵字

Culture and Creative Hotels ； Characteristics of Cultural and Creative Hotels ； Service Innovation ； Lodging Intention

參考文獻

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影響消費者對文創旅館住宿意願因素之探討

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