台東縣鹿野鄉民宿遊客滿意度及經營之研究

Studies on the Tourist Satisfaction and Management of Folk Lodge — the Case of Luye Township, Taitung County

詹榮原(Rong-Yuan Zhan)

指導教授 ： 毛冠貴 博士

國立屏東科技大學/農學院/熱帶農業暨國際合作系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00223

摘要

本研究以台東縣鹿野鄉民宿為研究調查對象，經由實地調查、問卷調查及深度訪談，瞭解鹿野鄉民宿經營現況、遊客之社經背景及旅遊特性、遊客對鹿野鄉民宿之滿意度及同意度。由研究結果顯示，鹿野民宿遊客以北部民眾居多，多從事商業及服務業，目的多為與家人、親戚休閒度假，其行程多為自行安排。在滿意度方面，「遊程及景點安排」、「遊客服務及價格」之排名併列第一，其次為「住宿環境及設備」構面。

遊程及景點安排方面，遊客最滿意的是民宿業者可依遊客需求，設計內容豐富又具多樣化的套裝行程；其次是部分民宿業者具備豐富的觀光旅遊知識，提供遊客詳盡且完整的旅遊咨詢服務及資訊，作為遊客安排遊程之參考。

遊客服務及價格方面，民宿業者秉持「遊客即家人」的理念，服務態度親切又迅速，讓遊客感到滿意；其次民宿提供的住宿及服務價值，高於遊客實際所付的價格，讓遊客感到滿意；民宿業者提供營養可口的飲食服務，其菜色多樣，製作過程透明、衛生，遊客滿意度為4.24。

住宿環境及設備方面，民宿內裝潢樸素典雅，乾淨清爽，其滿意度為最高；其次為民宿業者提供衣櫥、電視、冷氣、寢具等齊全完善的家具，潔淨的衛浴設施及盥洗用具；第三為台東地區植被豐富，空氣新鮮，富含芬多精及陰離子，有益身心健康。
其他服務方面，遊客最希望民宿能提供融入當地食材的飲食，例如茶餐。再遊意願同意度方面，遊客滿意度之平均值高達4.25，超過94％遊客願意再到鹿野鄉從事旅遊活動，也願意推薦該投宿民宿或到該民宿再宿。

關鍵字

民宿 ； 滿意度 ； 同意度 ； 經營 ； 再宿意願

並列摘要

This study investigated the folk lodges in LuYe, Taitung County. According to the local investigation, questionnaires, and intensive interview, the current status of folk lodge management, socio-economic background of tourists, specifics of tourism, degree of satisfaction and agreement of tourists about folk lodges in LuYe, Taitung County were understood. The results indicated that most of the tourists of LuYe folk lodges came from northern side of Taiwan, and their jobs were merchantman and service trade. The major objectives of the tourists stayed with families and relatives and had a vacation. Most of the schedules of them were arranged by themselves. As to the satisfaction degree, the top choices were schedules of sightseeing and scenic spot arrangement, and service and prices for tourists. Then it was followed by boarding environment and facilities.

As to the satisfaction degree of tour scheduling, the most thing that tourists satisfied was folk lodge firm could design rich content and diversifying tour packages according to the needs of tourists. Moreover, folk lodges firm had plentiful knowledge about the sightseeing and could provide detail and complete tour counseling service and information to tourists for the references of tour schedules arrangement.

As to the satisfaction degree of service and prices for tourists, the folk lodge firm satisfied their customers with the idea of customers were families, hospitable service attitude, and rapid services. All of them let customers feel satisfied. Folk lodge firm provided nutritious and delicious food services with plenty of dishes that had open making and sanitary processes. The satisfaction degree of tourists was 4.24.

As to the satisfaction degree of boarding environment and facilities, simple and classic decoration, easiness and cleaness let the satisfaction degree come to the top. Secondly, wardrobe, television, air conditioner, bedding and pillow and other furnitures that provided by the firm were complete and perfect. Bath room, toilet, and washing facilities were clean. Thirdly, Taitung area had plenty of vegetation, fresh air, and rich in pythoncidere and anions that were all good to body heath.

As to the other services, the most need of the tourists was the folk lodge firm could provide foods that fitted with the local food materials, for example, tea meals. As to the willing of returning, the satisfaction degree of tourists was high in 4.25. Over 94% tourists wanted to return to LuYe to join tour activities. They are also willing to recommend the folk lodge or return to the folk lodge again.

並列關鍵字

Folk Lodge ； Satisfaction degree ； Agreement degree ； Management ； Willing of returnning

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