國際青年旅舍住宿品質與體驗之研究

Study on Lodging Quality and Experience of International Youth Hostels

孫洪飛絮(Fei-Hsu Sun Hung)

指導教授 ： 張紘炬

淡江大學/商管學院/管理科學學系博士班/博士(2019年)

https://doi.org/10.6846/TKU.2019.00912

摘要

青年旅遊為國際觀光當中成長快速的市場，帶來社會經濟效益。符合青年旅遊需求的住宿日趨多元，國際青年旅舍提供青年旅遊兼具平價及品質之住宿之外，更提供旅客難忘的體驗，在競爭多變的國內市場受到重視。本研究以Pine與Gilmore體驗經濟概念，作為衡量住宿體驗之基礎，同時考慮住宿品質與體驗為前因，以住宿體驗為住宿品質與滿意度中介變項，將消費後行為意向區分為再宿與推薦意願。針對青年旅舍，除確認住宿品質構面與住宿體驗構面之相對重要性，並探討住宿品質、住宿體驗、滿意度、事後行為意向間關係，建構青年旅舍消費行為模型。
本研究使用之問卷以既有量表為基礎，題項經專家評估、預試項目分析後，於代表性青年旅舍進行現場問卷訪問調查。在反映性住宿品質與形成性住宿體驗測量模型設計下，資料以部分最小平方法進行結構方程模型分析。結果顯示住宿品質主要的五個反映性構面：有形、可靠、回應、關懷與保證；住宿體驗主要的四個形成性構面依其相對重要性為：美學、教育、娛樂與逃離，並確認住宿品質與住宿體驗確實正向影響滿意度；且住宿品質正向影響住宿體驗，住宿體驗在住宿品質與滿意度間有補充性中介效果；最後滿意度進一步正向影響事後行為意向。研究除在青年旅舍住宿理論與實務上具一定意義外，並可提供業者提升住宿品質與體驗參考，最後並指出後續研究方向。

關鍵字

國際青年旅舍 ； 住宿品質 ； 住宿體驗 ； 部分最小平方法

並列摘要

Youth travel has become one of the fastest growing segments of international tourism, represents tremendous socioeconomic opportunities for local communities. Accommodations that meet the needs of youth tourism are becoming more diverse, and youth hostels has received attention in the competitive market. This study applied Pine and Gilmore's concept of experience, with inclusion of lodging experience as antecedent variable, using lodging experience as mediating variable between lodging quality and satisfaction; Moreover, dividing behavior intention into revisit and recommendation intentions as consequences.
Based on the reflective measurement model of lodging quality and formative measurement model of lodging experience, sample was analyzed with partial least square structural equation modeling. The results show that the main formative constructs of lodging experience are esthetic and educational experience. Lodging quality affects lodging experience, lodging quality and lodging experience both affect the satisfaction; lodging experience has complementary mediating effect between lodging quality and satisfaction. Finally, satisfaction positively influence the revisit and recommendation intentions. Findings of this study not only provided theoretical and managerial implications but also can used to enhance lodging quality and experience for practitioners.

並列關鍵字

international youth hostel ； lodging quality ； lodging experience ； partial least square

參考文獻

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