本研究目的在了解消費者選擇民宿的旅遊動機,以及民宿旅遊動機與民宿意象對再宿意願之影響。本研究採便利抽樣,於2009年3月24日至30日於墾丁地區進行問卷調查,共計發放450份,有效問卷為403份,有效回收率為89.6%。根據所蒐集之資料,經因素分析和多元迴歸分析,研究結果發現:1.民宿旅遊動機可分為6個構面:民宿活動、知識和社交、民宿特色、民宿價格、休閒舒壓與喜愛民宿。2.民宿旅遊動機中各項因素對民宿意象的影響力,以民宿特色最佳。3.民宿旅遊動機對再宿意願的影響中發現,以民宿特色對再宿意願影響力較大。4.民宿意象對再宿意願有影響力。5. 民宿價格、休閒舒壓與喜愛民宿會透過民宿意象對再宿意願產生顯著影響,且為完全中介效果;民宿活動、知識和社交與民宿特色之民宿旅遊動機,同樣會透過民宿意象對再宿意願產生顯著影響,但為部分中介效果。
The purposes of this research were to understand the travel motivations of B & B tourists, and to examine the influences of travel motivations and B & B image on repurchase intention. Accidental samples were collected from tourists who had lodged at B & B in Kenting in March of 2009. A total of 450 questionnaires were distributed and 403 of them were valid responses, yielding a valid response rate of 89.6%. The results of factor analyses and multiple regressions are as follows. There were six factors of travel motivations: activity, knowledge and social life, B & B characteristic, price, leisure and relaxation, and special interests in B & B. All of these factors of travel motivations can significantly influence repurchase intention. Moreover, B & B image can significantly influence repurchase intention. Finally, B & B image can completely mediate the impacts of factors about the price, leisure and relaxation, and special interests in B&B on repurchase intention. In addition, B & B image can partially mediate the effects of activity, knowledge and social life, and B & B characteristic on repurchase intention.