不同顧客層對民宿網路訂房資訊需求差異之研究

研究目的主要是探討不同顧客層對民宿網路訂房的資訊需求差異。根據文獻回顧得知，性別、年齡、學歷、上網頻率、職業及個人平均月收入所得皆對網路的資訊需求有所差異。研究方法採用量化的問卷調查，根據交通部觀光局全臺民宿顧客總人數進行抽樣，調查地點在交通部觀光局公告的合法民宿、背包客棧、民宿協會及網路社群論壇平臺，調查期間為2015年10月1日至11月15日，有效樣本共385份。本研究結果發現：ㄧ、民宿網路訂房顧客多為女性學生，依特性可分為「小資學生族、中產工蟻族、黃金都會族」；二、民宿網路訂房資訊需求重視「網頁搜尋、房型特色、個資安全、住房須知、需付費用、完成通知」；三、不同民宿網路訂房顧客特性集群在「特色風格、觀光風景、分類分級、一般特色、需求註明、刷卡付款」有顯著差異。本研究建議民宿業者及訂房網站建置者在規劃網路訂房時作為參考方向，並在整體效益上發揮最大的綜效。

關鍵字

顧客層特性；民宿；網路訂房；資訊需求；資訊搜尋

並列摘要

This study investigated on the information needs of B&B online reservation for different customer classification. Literature showed that the needs for online information vary based on gender, age, education level, online frequency, occupation, and income. This study applied questionnaires and sampled based on the total number of B&B customers by Tourism Bureau. The samples were selected from legal B&Bs authorized by Tourism Bureau, Backpackers, B&B associations, and online social platforms. The investigation covered the period between October 1st, 2015 and November 11th, 2015. There were 385 valid samples. This study found that: 1. The majority of B&B online reservation users are female students. The customers’ features can be categorized into "students with low savings," "middle class workers," and "upscale urbanites." 2. Information needs of B&B online reservation are “search, type features, security, staying notes, fee, and notification.” 3. It demonstrates disparities in "style, scenery, classification, general features, notification for specific needs, and acceptability of credit card” among groups. This study is the referable for B&B operators and reservation website designers with the expectation of maximizing synergy.