民宿觀光休閒產業,是多種豐富區域環境資源的集合體,分別提供住宿、餐飲、休憩、景觀介紹、藝術欣賞、體驗自然…等服務,創造出親切之感受及溫馨妥適的住宿空間,這才是符合遊客真正之需求。遊客是否會因為民宿與周邊自然生態及特色景觀資源等結合,並且提供給予消費者體驗及價值,而提升對民宿的參與,認同民宿的特色及體驗行程,願意為民宿建立口碑,提升遊客再宿意願,進而增加顧客忠誠度。本研究的主要目的在於瞭解體驗行銷、體驗價值對顧客忠誠度的影響。以宜蘭地區民宿遊客為例,使用結構式問卷對於2011年4月1日至4月30日期間,住過宜蘭地區民宿的遊客進行調查,採立意抽樣,一共發出450份問卷,回收410份問卷,實際有效問卷回收357份,有效問卷回收率為79.33%。研究結果顯示,體驗行銷中,感官體驗與行動體驗的認同度對顧客忠誠度有顯著正向影響;而體驗價值中服務優越性及趣味性的認同度對顧客忠誠度有顯著正向影響;最後,在遊客個人特質中,除了教育程度和旅遊次數有顯著的差異之外,性別、婚姻、年齡、職業、個人平均月收入與同伴等對顧客忠誠度並未有顯著差異。研究結論可提供給民宿相關業者參考。
B & B tourism and leisure industry, is the variety of rich collection of regional environmental resources, which provide accommodation, catering, leisure, landscape description, art appreciation, experience nature ... and other services, to create a kind of warm feeling and appropriate accommodation space properly, this is in line with the needs of real visitors. B & B is because of tourists and the surrounding natural resources, ecological and landscape features combine to give consumers and provide experience and value, and enhance the participation of B & B, identity and experience the characteristics of B & B trip, B & B is willing to build reputation, improve tourist accommodation and then will, thus increasing customer loyalty. The main purpose of this study is to understand the experiential marketing, experiential value on customer loyalty. B & B visitors to Ilan for example, using structured questionnaires for the April 1, 2011 to April 30 period, the visitors stayed in B & B Ilan investigation used purposive sampling, a total of 450 questionnaires, 410 questionnaires were , 357 effective questionnaires were real, effective response rate was 79.33 percent. The results show that experiential marketing, the sensory experience degree of recognition and action to experience a significant positive impact on customer loyalty; and experience the value of service excellence and fun in the identification that a significant positive impact on customer loyalty; final , the tourists personal traits, in addition to education and a significant difference in number of trips outside, sex, marital status, age, occupation, average monthly personal income and other companions did not have significant differences on customer loyalty. Conclusions can be made available to B & B-related businesses in Taiwan.