本研究主要探討小琉球地區民宿業者的促銷策略、顧客滿意度與消費者行為之間的關係,研究對象為到訪小琉球風景區內之民宿遊客。本研究資料蒐集的方法採取文獻探討及問卷調查法為本研究之方法,提出待驗證之實證假設。本研究係採用SPSS進行資料分析,以結構方程模式(Structural Equation Modeling, SEM)的路徑分析模型來驗證本研究的架構。本研究資料分析結果發現:一、民宿業者的促銷策略對顧客滿意度具有正向影響。二、民宿業者的促銷策略對消費者行為具有正向影響。三、顧客滿意度對消費者行為具有正向影響。本研究之結果除可提供小琉球漁村民宿業者發展策略參考外,對於本研究所建立之評估架構,亦可提供後續相關研究的參考依據。
The research lay emphasis on the relationship among promotion strategies, customer's satisfaction, and consumer's behaviors of Liuchiu Bed & Breakfast operators, and the target interviewees are travelers of Bed & Breakfast in Liuchiu Scenic Area. The researchers collected data through literature review and questionnaire survey, and brought up some hypotheses to be examined. Also, SPSS statistic program was used to analyze data, and the researchers used path analysis of SEM to test the structure. Three essential findings are as follows. Firstly, the promotion strategies have positive influence on customer's satisfaction. Secondly, the promotion strategies have positive influence on consumer's behaviors. Thirdly, customer's satisfaction has positive influence on consumer's behaviors. Results of the research can not only be references for the Bed & Breakfast operators to make their developmental strategies, but also be aspects for the future research.