南庄地區民宿消費者在選擇住宿因素與個人背景對顧客忠誠度 影響之研究

A Study of the Effects of Purchase Decision and Personal Characteristics on Customer Loyalty –An Example of B&Bs in Nan Jown

郭冠宏(Kuan-Hung Kuo)

指導教授 ： 黃啟揚

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2009年)

摘要

本研究運用McIntosh 與Siggs（2005）研究紐西Boutique Accommodation
（精緻型住宿）之結論，得到五個主要精緻型住宿因素，包括：獨特性、個
人化服務、家外之家、品質與附加價值（包括飯店的位置、當地文化和知識
與經營者的理念），並依據其概念設計問卷，以南庄民宿作為研究對象，探
討消費者對於民宿之顧客忠誠度。研究結果得到五個南庄民宿之住宿因素，
包括：個人化服務、提供旅遊資訊、居家安全、交通便利與民宿外觀與設計，
分別與再購意願、推薦他人與價格容忍等顧客忠誠部分有顯著正向影響。不
同性別、職業、旅遊同伴、平均每人每晚消費金額在再購意願有顯著差異，
不同性別、婚姻、居住地區、同遊人數、旅遊同伴、平均每人每晚消費金額
在推薦他人有顯著差異，不同年齡、居住地區、平均每人每晚消費金額在價
格容忍有顯著差異。

關鍵字

南庄民宿 ； 顧客忠誠度 ； 選擇住宿因素 ； 精緻型住宿

並列摘要

According for the conclusion from research by McIntosh & Siggs’s
concerning Boutique Accommodation in New Zealand, five factors with
affecting purchasing were obtained, which included unique character,
personalized, homely, quality and value added which included location,
knowledge & culture of host. The questionnaire was based on these factors, Bed & Breakfast in Nan Jown were used objects of this study in order to designed analysis customer loyalty, which results of this research indicated that there were which affect selecting five factors of lodging facilities in B&Bs in Nan
Jown, includs personalized service, travel information, home safety, convenient,
design and décor, Repurchase Intentions, Intentions for Recommend, Price
Toleration, which had significant effect on customer loyalty. Genders, job,
companies and average charge per night and person had significant difference
on repurchase intention. Genders, marriage condition, region of residence, the
number of outbound, companies and average amount consumption per night and person had significant difference on recommendation. Age, region of residence
and average amount consumption per night and person had significant difference on price tolerance.

並列關鍵字

B&Bs in Nan Jown ； customer loyalty ； purchase decision ； boutique accommodation

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