早期國民因缺乏休閒觀念並視觀光旅遊為奢侈行為,對旅遊品質及相關遊憩設施並無太高要求,因而台灣雖有傲人的自然美景,卻無法像先進國家一樣挽留國人的心,而讓「旅遊」與「走馬看花」劃上等號。為讓降低台灣加入世界貿易組織的衝擊與擴大內需,政府鼓勵並推動農林漁牧業業者轉型或兼營休閒農業,而民宿亦為休閒農業中的一環。民宿不同於旅館的經營,它以人際間的互動為主要訴求,讓遊客享受到主人親切與熱情招待,使遊客產生如同“回家”般的舒適感,更讓遊客體驗到都市生活中無法享有的鄉間樂趣。 民宿產品中,最重要者莫過於服務的提供,但顧客未必能將真正需求具體描述告知業者。如何瞭解旅客心聲並轉換成服務品質特性乃是民宿業者經營成功的重要關鍵,Kano二維模式能為業者確認品質屬性,它藉由魅力品質、線性品質、無差異品質、當然品質與反向品質來辨識顧客對品質之實際涵義;Kano改善指標更可得知品質要素改善時,對影響顧客滿意與否有多強烈。本研究以Kano二維模式之應用來分析民宿品質,並作為民宿業者改善品質之依據。本研究之調查發現,旅客對目前民宿業者提供之服務需求具有二維品質之特性;從品質構面可看出,民宿業者若僅提供基礎服務或硬體設施時,越容易被遊客視為理所當然而不具競爭力;反之,越獨特性之服務提供越能吸引遊客前來住宿而提高其競爭力。
Though there are plenty nature resources in Taiwan, most tourists are not attracted to visit our landscape. To lower the impact of joining the World Trade Organization and expand domestic demand, Taiwan government has worked on the development of leisure industry. Bed and breakfast(B&B)is an important part of leisure industry, it differs from hotels on the ways of business operations; thus, B&B emphasizes on interactions between hosts and customers, passionate and personalized services. In this study, we apply the Kano model to analyze B&B quality and deliver suggestions to B&B proprietors. Understanding customers’ needs is the key to provide good services in B&B operations; however, customers do not always tell proprietors their needs. Kano model is useful on identifying quality elements and understanding customer’s real needs and opinions on B&B quality. We apply attractive quality, one dimensional quality, must be quality, indifferent quality and reverse quality to identify quality elements; we also use Kano improvement index to analyze how quality improvement effects customer’s satisfaction. After investigation, we found that these quality elements reveal two-dimensional characteristics. Briefly, B&B offering only basic service or facilities is not competitive on the market. On the contrary, B&B that support unique customized services attracts more tourists and is viewed as most competitive.