部落民宿吸引力及遊客滿意度與忠誠度影響關係之研究 －以阿里山（鄒族）地區為例

The Effect of the Attractiveness of Aboriginal Tribe Hostels on Tourists’Satisfaction and Loyalty： A Case Study of Alishan Area (Tsou Tribe)

徐子豪(Tzu-Hao Hsu)

指導教授 ： 吳英偉

共同指導教授 ： 楊芝澐(Chih-Yun Yang)

國立高雄餐旅大學/餐旅學院/旅遊管理研究所在職專班/碩士(2010年)

https://doi.org/10.6825/NKUHT.2010.00042

摘要

阿里山為國際聞名觀光風景區，由於環境優美，因此民宿產業亦相對蓬勃發展。由於該區域內部落民宿之文化特性與其他地區民宿之經營型態與風格迥然不同、大異其趣，因此，阿里山鄉鄒族原住民部落民宿對於遊客的吸引力、滿意度及忠誠度則成為一項重要的研究主題。本研究目的為探討阿里山鄉鄒族原住民部落民宿吸引力及遊客滿意度與忠誠度之影響關係，以問卷調查法進行量化之實證研究。首先透過相關文獻回顧及輔以訪談的方式進行資料蒐集與分析，發展出問卷設計基礎。問卷則針對住宿阿里山鄒族部落範圍內的民宿旅客施測，並進行遊客滿意度與忠誠度認知的資料收集，共回收有效問卷413份。經由SPSS及LISREL軟體的實證分析，結果發現：遊客會因為不同的社經背景與旅遊特性而造成部落民宿之吸引力、體驗滿意度及忠誠度等特性認知上的差異；民宿吸引力、滿意度與忠誠度之間也有正向影響關係，本研究假設亦獲得支持，而其最重要的因素來自於鄒族原住民本身的民族特質以及環境資源。本研究結果希望能作為主管單位對該區域民宿輔導之參考。對遊客而言，則可提供其住宿的選擇，並可協助阿里山地區部落民宿經營者瞭解本身之特性與優勢，整合出未來經營管理之方向，釐清民宿主人自我的定位，擬定行銷策略、充實各種配套設施、規劃住宿服務等，以滿足顧客需求，且花心思去思索設施與傳統之間的關係，而非淺層的模仿或植入。期望對未來該區域內民宿經營方式與產業發展有所貢獻。

關鍵字

民宿 ； 鄒族 ； 原住民觀光 ； 吸引力 ； 滿意度

並列摘要

Alishan is an internationally known scenic area in Taiwan. Because of its beauty, the hostel industry in the area develops vigorously. Because the culture, operations and style of the aboriginal tribe hostels in the area are completely different from the other hostels, the attractiveness of the Tsou tribe hostels in Alishan and the tourists’ satisfaction and loyalty became important research topics. The purpose of this study is to explore the effect of the attractiveness of the Tsou tribe hostels on tourists’ satisfaction and loyalty. This study conducted survey to undergo quantitative research. This study reviewed the related literatures and collected and analyzed the data through interview to develop an appropriate questionnaire. The sample for this study was the tourists of the hostels in the Tsou tribe and 413 valid questionnaires were collected. Then, through the analysis in SPSS and LISREL, the results showed that the differences in the attractiveness of the aboriginal tribe hostels and the satisfaction and loyalty of the tourists’ are due to the socioeconomic background and the travelling characteristics of the tourists. The attractiveness of the hostel has a positive effect on the satisfaction and loyalty of the tourists. In addition, the hypotheses of the study are supported and the most important factor that attracts the tourists is the ethnic characteristics of the Tsou tribe themselves. This study hoped that the results can serve as a reference for the owners and managers in the hostel business. As for the tourists, this study hoped to provide them an alternative choice when choosing places to stay during their travel. This study also expected to help the aboriginal tribe hostel owners understand their own characteristics and advantages to integrate future direction for management and distinguish their own position and characteristics to develop marketing strategies, improve their auxiliary facilities and plan accommodation services to satisfy customer needs. Furthermore, the hostel owners should spend some thoughts on the relationship of their own facilities and traditions and should not only imitate or embed the ideas of others. This study can provide significant contributions on the operation and industry development of future hostels in the Alishan area.

並列關鍵字

hostel ； Tsou tribe ； aboriginal tourism ； attractiveness ； satisfaction

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