民宿行銷組合、遊客關係與行為意向之研究－以永茂森林山莊為例

A Study of Home Stay on Marketing Mix and Customer Relationship to Behavior Intention-The Case of Yong-Mao Forest Villa

張瑞麟(Jui-Ling Chang)

指導教授 ： 林豐瑞

國立屏東科技大學/管理學院/高階經營管理碩士在職專班/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00196

摘要

國人在政府實施週休二日後國內休閒風氣逐年攀升，相對在以往旅館為住宿首要考慮條件，也逐漸轉變投宿較有特色民宿。自2001年公布「民宿管理辨法」更展開了旅館與民宿業者的服務競爭。然而民宿業者在有限的遊客及空房率偏高的競爭壓力下，如何提出有效的行銷組合，維繫遊客關係來提高遊客行為意向，是民宿業者永續經營的必要條件。
本研究針對遊客至永茂森林山莊住宿或遊憩後，對於行銷組合、遊憩滿意度、遊客關係與遊憩行為意向來瞭解滿意度及認同感，並用遊客特性、消費者行為來做人口統計變數，另外用行銷組合、遊憩滿意度、遊客關係與遊憩行為意向等四個構面作探討。本研究發現遊客特性在性別及家庭平均收入顯著性較低；行銷組合、遊憩滿意度、遊客關係與遊憩行為意向在職業方面均有顯著差異，並且在四個構面之間均有直接或間接的影響關係。提供山莊民宿的經營方針，給予日後在策劃行銷組合時能增加遊客住宿重遊的參考依據。

關鍵字

行銷組合 ； 遊客關係 ； 遊憩滿意度 ； 遊憩行為意向

並列摘要

In Taiwan, the willingness of the leisure tourism has greatly grown year by year, since the implementation of the two-day weekend calendar. The past condition of considering the accommodation primarily in the hotel has changed, and customer gradually select the home-stay which is more characteristic. The service competition of the hotel system and the home-stay system is progressing, since the “Regulations for the Management of Home Stay Facilities” was promulgated in 2001. The home-stay industry is now under the pressure of limited customer and the high rate of room vacancies. Therefore, it is the essential condition for forever management of the home-stay industry to constructing an effective marketing mix, maintaining customer relationship and promoting customer behavior intention.
The visitors of Yong-Mao Forest Villa for example, this study aims to understand the visitor perception and satisfaction degree by the four attributes of marketing mix, recreational satisfaction, customer relationship, and behavior intention. In addition, this study uses visitor's characteristics and consumer behavior as popular variables. The study has the following findings: (1) customer's characteristics is relatively low distinguishable in sex and family's average income; (2) marketing mix, recreational satisfaction, customer relationship, and behavior intention are relatively high distinguishable in job types, and there is a direct or indirect influence relations between the four attributes. These results can offer the operation policy for the home-stay industry, and the reference basis for promoting home-stay customer in marketing mix.

並列關鍵字

Marketing Mix ； Customer Relationship ； Recreational Satisfaction ； Behavior Intention

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