休閒渡假旅館之空間印象與再宿意願關係研究－以宜蘭和風時尚旅館為例

休閒旅遊已成為現代人日常生活中不可或缺的活動，休閒渡假旅館更成為消費者選擇旅館時的熱門選項。因此，業者若能掌握遊客對於休閒渡假旅館空間印象中所重視的需求以及獲得的感受，並了解其中對於遊客再宿意願的關聯性，便能以此為參考，規劃設計出符合遊客需求的空間印象，使遊客的滿意度提升，增加遊客再次到訪的意願，創造賓主盡歡的雙贏局面。本研究以宜蘭和風時尚旅館為例，探討遊客對於休閒渡假旅館空間印象之重視度、滿意度、綜合態度以及再宿意願之關係。本研究研究目的包括： 1.探討休閒渡假旅館空間印象構面組成。 2.了解不同屬性遊客對於休閒渡假旅館空間印象的重視度、滿意度與綜合態度以及再宿意願之情形，並檢定其差異。 3.探討遊客對空間印象與服務因素之重視度、滿意度、綜合態度及再宿意願彼此之間的相關程度。 4.分析個人屬性、空間印象之重視度、滿意度、綜合態度對於再宿意願的預測力。本研究根據實地訪查與相關文獻進行歸納分析，並彙整專家意見，製訂本研究之研究問卷。針對宜蘭和風時尚旅館的遊客進行問卷調查，研究結果發現： 1.休閒渡假旅館分為七項空間印象構面。 2.個人屬性不同對於空間印象之重視度與滿意度有部分顯著差異。 3.遊客對空間印象與服務因素之滿意度、綜合態度及再宿意願，均呈現顯著正相關。 4.逐步迴歸顯示，進入迴歸方程式的五項顯著變項中，屬於空間印象之變項即佔三項，反映出空間印象對於休閒渡假旅館經營的重要性。本研究依據研究結果提出建議，供旅館業者與設計師在規劃設計休閒渡假旅館時有所參考，期望能有助於休閒渡假旅館與相關領域更加卓越發展。

關鍵字

休閒渡假旅館；空間印象；再宿意願

並列摘要

Leisure tourism has become an indispensable activity in modern people’s daily life, and leisure resort hotel has become a popular choice when consumers choose hotels. Therefore, if the operators can grasp the needs and feelings that tourists focus in the space impression of leisure resort hotels, and understand the re-accommodation intention of tourists, which can be used as a reference to plan and design a space impression that meets the needs of tourists, improving the satisfaction of tourists. It can increase the willingness of tourists to visit again and create a win-win situation in which both the host and the guest enjoy themselves. This study takes Hefong Villa Faddism Hotel as an example to explore the tourists’ level of importance degree, satisfaction, comprehensive attitude towards spatial impression of resort hotel as well as the relationship between the spatial impression of resort hotel and customers’ re-accommodation intention. The objectives of this study include: 1.Discuss the structure of the space impression of leisure resort hotel. 2.Understand the importance, satisfaction and comprehensive attitude of tourists with different attributes to the spatial impression of leisure and vacation hotels, as well as the situation of re-accommodation intention, and test their differences. 3.To explore the correlation between tourists' degree of significance, satisfaction, comprehensive attitude and re-accommodation intention of space impression and service factors. 4.Analyze the prediction of re-accommodation intention of personal attributes and spatial impression’s importance, satisfaction and comprehensive attitude on. Based on the site investigation and related literature, this study summarized and analyzed the experts’ opinions, and formulated the research questionnaire for this study. According to the questionnaire survey of tourists in Hefong Villa Faddism Hotel the results show that: 1.Leisure resort hotel is divided into seven dimensions of space impression. 2.There are some significant differences in the degree of significance and satisfaction with spatial impression due to different personal attributes. 3.There was a significant positive correlation between tourists’ satisfaction, comprehensive attitude and re-accommodation intention on spatial impression and service factors. 4.Stepwise regression showed that three of the five significant variables in the regression equation were spatial impression, which reflected the importance of spatial impression in the management of leisure and holiday hotels. Based on the results of the study, this paper puts forward some suggestions for hotel operators and designers in the planning and design of leisure resort hotels, hoping to contribute to the better development of leisure resort hotels and related fields.