旅遊地與民宿意象對觀光客的重要度分析

民宿近年來於臺灣各地蓬勃發展，並逐漸脫離僅供住宿與提供早餐之原始方式，甚至發展出特色民宿的新類型，強調民宿的主題與自我風格，與一般民宿區隔，並提昇對客源地潛在觀光客的吸引力。本研究挑選具有特色民宿的九份地區（包含金瓜石）進行深入探討，分析在這些特色民宿過夜的觀光客之社經背景、旅遊特性、動機、旅遊地意象重要度與重遊意願。本研究採滾雪球法選出五間特色民宿，以在此五間民宿過夜之觀光客為研究對象，共獲得有效問卷275份。研究結果發現89.45%的觀光客願意重遊九份地區，且整體滿意度亦達81.09%。受訪者前來九份地區的旅遊動機主因為景觀優美，選擇特色民宿過夜主因仍為自然風景佳與其週邊景觀，建議當地政府須重視且保護觀光客較為重視的九份地區的旅遊地意象，亦建議民宿業者應重視觀光客較為重視的民宿意象，並持續經營民宿特色。

關鍵字

旅遊地意象；民宿；觀光客；重要度；滿意度

並列摘要

In recent years, B&B accommodation has a vigorous development in Taiwan. A new development of B&B is to emphasize on the theme of B&B and its self-style. In this study, a total of 275 questionnaires were collected in five theme B&B accommodations to analyze the socioeconomic background of tourists, travel characteristics, motivations, destination image, importance and revisit intention. A snowball method was used to select five theme B&B accommodations. The results indicate that 89.45% of respondents are willing to revisit. The overall satisfaction is up to 81.09%. The results show that respondents were motivated to come to Jiufen because of beautiful landscape. The main considerations for respondents to select the B&B accommodation are the natural scenery and surrounding landscape of the accommodation. Thus, we suggest local administrators have to emphasize and protect the important items of Jiufen tourist destination images. Moreover, we also suggest that B&B accommodation owners have to pay attention to the important items of B&B accommodation images

並列關鍵字

destination image ； bed & breakfast accommodation ； tourist ； importance ； satisfaction

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