澎湖民宿遊客投宿動機與滿意度之研究

A Study of Penghu Visitors' Home-Stay Motivation and Lodging Satisfaction

梁家祜(Joy ChiaHuh Liang) ； 鄭錫欽(Hsi-Chin Cheng) ； 李謀監(Mou-Jane Lee)

《運動與遊憩研究》 3卷4期 (2009/06) Pp. 117-136

https://doi.org/10.29423/JSRR.200906_3(4).0009

摘要

近年來國內民宿業，結合自然與人文資源，價格適中的住宿設施，地方特色與餐飲，以及屋主的親切服務，己快速發展成爲新興的觀光休閒產業。但在眾多競爭者中，如何有效運用資源，提高市場競爭力，爲當前民宿業者所面臨的挑戰。本研究目的爲了解澎湖遊客選擇民宿的動機與投宿後的滿意度，於2007年7月至9月間，以澎湖107間合法民宿住宿旅客爲問卷調查對象，九十二天中隔日選取四十五天，每天以系統排序，輪流選取2-3間民宿發出十份問卷，總共發出450份，回收有效問卷共計358份。研究結果證實：澎湖遊客投宿民宿動機與投宿滿意度具有密切的整體關聯性。澎湖遊客投宿動機中之「民宿特色」、「服務功能」、與「餐飲住宿」三個構面，與遊客投宿滿意度之「區位及環境」、「設施」、「服務品質」與「經營特色」四個構面具有顯著的關聯。對於「民宿特色」、「服務功能」、與「餐飲住宿」較爲重視的遊客，其對「區位及環境」、「設施」、「服務品質」、「經營特色」也就越滿意。在投宿動機之「民宿特色」構面中，對於民宿建築形式較重視的遊客，如民宿在建築的特色上若可以滿足遊客的需求，其「經營特色」滿意度就相對越高。在「服務功能」構面中，對於民宿套裝旅遊較重視的遊客，若民宿套裝行程的規劃可以滿足遊客的需求，其「服務品質」滿意度就相對越高。在投宿動機之「餐飲住宿」構面中，對於民宿當地餐飲項目較爲重視的遊客，若民宿在餐飲的安排上可以滿足遊客的需求，其「經營特色」滿意度就相對提高。特色民宿將是澎湖未來發展趨勢。澎湖民宿業應結合當地文化，歷史、食物等特色以創意經營。與旅行社、農特產、藝品店、機車出租業者建立策略聯盟，並與電子商務接軌，提供多元化服務，使民宿成爲旅客心靈休閒的場所，才能提高旅客滿意度與忠誠度，以求永續經營。

關鍵字

民宿 ； 投宿動機 ； 投宿滿意度

並列摘要

The rapid development of ＜||＞home-stay＜||＞ (B & B) businesses in recent years combined rich natural and cultural resources of Penghu, B & B's are an emerging sector of the tourism and leisure industry. The challenge for home-stay businesses is to effectively use resources and to increase market competitiveness. The purpose of this study is to examine the relationships between the motivations of Penghu tourists in choosing home-stay accommodations (lodging motivations), and that of their lodging satisfaction. A total of 450 questionnaires were administered, 358 valid questionnaires were collected. The results suggest that there is an overall relationship between home-stay motivations and lodging satisfaction. Among Penghu tourists home-stay motivations, the three dimensions: ＜||＞hostel characteristics,＜||＞ ＜||＞services＜||＞ and ＜||＞catering accommodation＜||＞ have significant correlations with four dimensions of lodging satisfaction: ＜||＞environment＜||＞, ＜||＞facilities＜||＞, ＜||＞quality＜||＞ and ＜||＞operating characteristics＜||＞. The home-stay sector of the tourism industry continues to be the emerging trend in the Penghu economy. While there are challenges to be met, there are also opportunities for effective business development strategies. The creative combination of local culture, history and other unique characteristics of the region allows for collaboration between travel agencies, local arts and consumer products retailers as well as the motorcycle rental industry. Furthermore the integration of e-commerce to provide diversified services promises to provide increased customer satisfaction, loyalty and overall, to provide a sustainable business model.

並列關鍵字

Home-stay or, B&B ； lodging motivations ； lodging satisfaction

參考文獻

林俊昇(2005)。不同類型遊客的遊憩動機與滿意度對重遊意願之關聯性分析－以渡假型休閒農場爲例。戶外遊憩研究。18(2)，25-47。

交通部觀光局館業及民宿管理資訊系統

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