本研究引用Pine & Gilmore(1999)所提出的四個體驗構面來探討消費者對於主題民宿之體驗,使用鄭健雄,劉孟奇(2003)所建構之「台灣本土化渡假生活型態量表」來區別顧客集群,以墾丁地區四間主題民宿作為研究對象,探討消費者對於主題民宿之行為意圖。研究結果發現,娛樂體驗、教育體驗、脫離現實體驗、審美體驗四大構面對於再購意願、推薦意願及價格容忍等行為意圖皆有顯著且正向的影響效果;生活型態所區隔之物質享樂型、情感交流型與舒壓放鬆型三個集群對於再購意願、推薦意願及價格容忍等行為意圖皆有顯著差異;不同年齡、婚姻狀況、不同主題民宿對於再購意願方面有顯著差異,不同性別、年齡、月收入、不同主題民宿在推薦意願有顯著差異,不同年齡、職業、教育程度與不同主題民宿在價格容忍有顯著差異;各項體驗對於不同區隔集群與不同主題民宿的消費者也分別有顯著差異。
The study adopted the four concepts of economy experience by Pine & Gilmore (1999) to explore the effect of consumer behavior intention of theme B&B. Using the lifestyle scale to segment the market. The results indicated that “entertainment experience”, “educational experience”, “escapist experience” and “esthetic experience” have significant effects on repurchase intention, recommend intention and price toleration of consumer of theme B&B’s. The consumer market was segment as “luxury enjoyment”, “social contact” and “spiritual relaxed” by the lifestyle scale. All the segmentations had significant effects on repurchase intentions, recommend intentions and price toleration of theme B&B’s. The results also indicated that there are defferences between each behavior intention to theme B&B that affected by diversity of personality. Consumers would appreciate vary experiences from different types of theme B&B, and so do their behavior intentions.