遊客對民宿之空間印象、綜合態度與再宿意願關係之研究-以栗田庄為例

An Empirical Study on the Relationships among Visitors’ Space Image, Overall Attitude, and Return Intentions of Homestay: An Example of Lityan Garden

葉佳琪(CHIA-CHI YEH)

指導教授 ： 莊修田

中原大學/設計學院/室內設計研究所/碩士(2007年)

https://doi.org/10.6840/cycu200700908

摘要

自從政府實施週休二日以來，民眾的休閒時間增加，旅遊消費的能力也提
高，旅遊意識的抬頭刺激了休閒市場的發展，民宿就在這樣的背景之下成為新一
波的旅遊潮流，以主人的親切熱情與在地的生活體驗為主要訴求。本研究從民宿
遊客的觀點，了解消費者對民宿的空間氛圍與其消費的選擇之間有何關聯，探討
今日遊客對於民宿之空間印象、綜合態度、與再宿意願之關係。本研究採訪談與
問卷調查的方式，以到苗栗縣南庄鄉「栗田庄」住宿的遊客為研究對象，深入探
討遊客對民宿空間印象的重視程度、滿意度、綜合態度與再宿意願的關係。
本研究根據訪談及文獻分析，將民宿空間印象分為「庭園」、「建築外觀」、「用
餐空間」、「公共空間」、「客房」、「環境景觀」、「整體空間」等七個構面，對栗田
庄的住宿遊客進行問卷調查，共發出343份問卷，有效問卷共計287份，並以
SPSS電腦統計軟體進行分析，研究結果發現：
1. 個人屬性對於空間印象滿意度有顯著影響差異。
2. 遊客空間印象七個構面的滿意度及綜合態度與再宿意願均呈顯著正相
關。
3. 逐步迴歸分析結果顯示，被選入的七個變項中，有四項與空間印象有
關，分別為「庭園滿意度」、「整體空間滿意度」、「客房滿意度」及「環
境景觀滿意度」，反映空間印象的塑造對於民宿經營的重要性。
本研究在問卷統計分析後，針對遊客及民宿經營者之意見互相比較，提出經
營之建議，可提供民宿經營者及空間規劃者參考。

關鍵字

民宿 ； 空間印象 ； 綜合態度 ； 再宿意願

並列摘要

Since the two day weekend has been implemented, people have more leisure
time therefore there has been an increase in spending on the tourism trade. The
awakening of the leisure consciousness stimulates the development of the tourism
market, which leads to a burgeoning homestay industry. Hospitality showed by the
host and the indigenous life experiences are usually the main features of homestay.
The purpose of this research is to understand the connections between spacial
atmosphere and consumers’ choice from the visitor’s point-of-view. The relationships
among visitors’ space image, overall attitude, and return intensions of homestay are
discussed in this research. Interview and questionnaire survey were used as the
research methods. An investigation was conducted among the visitors of Lityan
Garden, located in Nan-Zhuang, Miao-Li, to explore the relationships between
visitors’ emphasis on important elements of space image; satisfaction and overall
attitude of space image; and their return intensions of homestay.
According to documentation and interview, the space image of homestay can be
divided into seven factors: courtyard, exterior, dining space, public space, room,
surrounding environment, entire space. The data collected from 287 samples were
analyzed with the aid of SPSS computing software. The findings were as follows: 1.
Demographics had significant effect on visitors’ satisfaction of space image. 2. There
were significant and positive correlations among seven factors of visitors’ satisfaction,
overall attitude of space image, and return intensions. 3. Among the seven predictive
variables for return intensions, there were four about space image. It illustrated the
substantial effect of space design on homestay.
After data analysis, visitors and the host were interviewed to compare their
opinions with the results. The findings were expected to be helpful to the hosts and
space designers of homestay

並列關鍵字

return intensions ； overall attitude ； return intensions ； homestay

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