礁溪溫泉旅館之空間印象與再宿意願關係之研究－以A系列溫泉旅館為例

The relationship between the customers’ space impression of hot spring hotels in Chiao-Hsi and their re-accommodation intention A-series hot spring hotels as an example

王芝平(Chih-Ping Wang)

指導教授 ： 劉時泳

中原大學/設計學院/室內設計研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400841

摘要

隨著時代的變遷，國民生活品質提升，加上政府推行週休二日政策，使得國人休閒時間增加，從事旅遊活動的意願提高，因此帶動了休閒服務業的蓬勃發展。近年來，泡湯在台灣已逐漸變為休閒風氣，使得泡湯人口越來越多，溫泉會館也日益增加。本研究從顧客的觀點，了解消費者對溫泉旅館空間氛圍與消費的選擇之間有何關係，探討顧客對溫泉旅館之空間印象、再宿意願之關係。本研究採問卷調查的方式，以到宜蘭礁溪「A系列」溫泉旅館的顧客為研究對象，探討顧客對溫泉旅館空間意象的重視度、滿意度、綜合態度與再宿意願之關係。
本研究根據現場觀察及文獻分析，將溫泉旅館空間分為「建築外觀」、「公共空間」、「公共溫泉浴池」、「個人溫泉浴池」、「四周環境」、「客房」、「整體空間」等七個構面，對A系列溫泉旅館的顧客進行問卷調查，共發出650份問卷，有效問卷共計332份，並進行統計分析，研究結果發現： 一、個人屬性對於空間印象的重視度與滿意度都有部分顯著差異。二、遊客空間印象七個構面的滿意度、綜合態度及再宿意願均呈現顯著正相關。三、逐步迴歸分析顯示，被選為的七個變項中，有三項與空間印象有關，分別為「公共浴池滿意度」、「大廳與公共空間滿意度」、「四周環境滿意度」，三者相加為60.1％預測值，反映空間印象的塑造對於溫泉旅館經營的重要性。
最後本研究依據調查分析結果提出建議，供設計師與業者在未來溫泉旅館相關設計與經營上做為參考。

關鍵字

再宿意願 ； 空間印象 ； 溫泉旅館

並列摘要

With the change of time, improvement of quality of civilians’ life, and the implementation of Five-day Work Week (Saturdays and Sundays off) policy by the government, our leisure time is increasing and our intension to travel is heightened. Consequentially, leisure service businesses develop well and rapidly. For the recent years in Taiwan, hot-springs-bathing is gradually becoming a favorable leisure-time activity with an increasing population participating in it and an increasing number of hot spring hotels. In this study, we adopted a customers’ perspective to understand the relationship between customers’ space impression of the hot spring hotels and their consumption choices, and to investigate the relationship between customers’ space impression of the hot spring hotels and their re-accommodation intention. We used questionnaires as research method and customers visiting A-series hot spring hotels in Chiao-His, I-Lan, as our research participants to investigate the relationship between customers’ perception of degree of importance of space impression, satisfaction and overall attitude with their re-accommodation intention.
In this study, we divided the space of hot spring hotels into seven constructs based on on-site observation and literature review. These 7 constructs are exterior look of the architecture, public space, public hot-spring-bathing-pools, individual hot-spring-bathing-pools, surrounding environment, guest rooms and overall space. We conducted questionnaire survey with the customers who visited A-series hot spring hotels. A total of 650 questionnaires were distributed with a return of 332 effective questionnaires. Our statistical analyses showed these results: A). Some individual attributes are significantly different for the customers’ perception of degree of importance of space impression and their satisfaction. B). There are positive correlations between the degree of satisfaction of the seven constructs of tourists’ space impression, their overall attitude and their re-accommodation intention. C). Step-wise regression analysis showed that there are 3 out of the 7 chosen factors relevant to space impression. These three relevant factors are the degree of satisfaction of the public hot-spring-bath-pools, degree of satisfaction of the lobby and public space, and the degree of satisfaction of the surrounding environment. These 3 factors collectively account for 60.1% of the predicted value. The results highlight the significance of establishing space impression to the operation of hot spring hotels
Based on the analyzed results of the questionnaires, at the end of the report we made recommendations to designers and hot spring hotels operators to serve as references for future related designs and operations.

並列關鍵字

space impression ； re-accommodation intension ； hot spring hotel

參考文獻

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