民宿滿意度與重遊意願關聯性分析－以白河民宿遊客為例

Analyses on Homestay Satisfaction: A Case Study in Baiho

孫樹根(Shu-Ken Sun) ； 劉建麟(Chien-Lin Liou) ； 莊淑姿(Shu-Tzu Chuang)

《農業推廣學報》 24期 (2008/01) Pp. 1-16

https://doi.org/10.29788/RAES.200801.0001

摘要

白河是台灣以鄉村旅遊結合節慶行銷發展之重要代表；透過蓮花節的舉辦成功的帶動了當地的鄉村旅遊氛圍，更帶動當地民宿的發展。白河的民宿從無到有，到現在共有約二十餘家的成長，使得白河民宿成為評估當地鄉村旅遊發展品質的重要指標。本研究透過調查遊客對白河民宿的滿意度，分析白河鄉村旅遊發展之旅遊居住品質面向之發展。調查於2006年6月至10月間進行，共發放400份問券，有效問卷數為251份，回收率為63%，以ANOVA、相關性等方法進行統計分析；研究發現期能透過此實證研究之成果提供政府及當地業者未來發展之建議與參考。

關鍵字

民宿 ； 滿意度 ； 再宿意願 ； 重遊意願

並列摘要

Baiho is one of the successful cases in Taiwan which integrate rural tourism and festival marketing. Lotus festival brings up rural tourism and homestay as well in Baiho. The number of homestay in Baiho increases from zero to more than twenty, which sparks the heat of lotus festival and rural tourism crowd every summer. This research is aimed to analyze the relationship between tourists' accommodation quality satisfaction and tourists' revisiting will in Baiho. 400 structured questionnaires were delivered over June to October 2006. 251 of them are valid or equivalently to a 63% of respondent rate. From the empirical results, we conclude that tourists' homestay satisfaction does affect tourists' revisit perspectives in Baiho, and accordingly, we form some suggestions to the local government in developing a better environment for homestay.

並列關鍵字

homestay ； satisfaction ； revisit will ； rural tourism