台灣於2001年1月1日起實施的週休二日制度截至現在已經堂堂邁入十年階段,其國內旅遊服務品質也跟著進步,交通部更積極推出在地旅遊的旗艦計畫以期望有效帶動國內旅遊。 隨著蓬勃發展的國內旅遊環境更帶出了各地旅遊相關的產業,其中更以『民宿』業者為大宗。民宿業者透過建築物外觀獨特的景觀風格及其色彩搭配,傳達給旅客「家」的感覺,用以提升顧客價值進而提高旅客的住宿意願。本研究將以實驗設計為主整理出較受消費者所喜好之模組,以期對業者提出建議。研究分為兩階段進行,第一階段民宿樣本照片之現況挑選與實驗樣本挑選分析:採用觀察法,調查國內設計風格獨特的民宿產業並經過50位受訪者共同附予所選取照片之風格以及色彩偏好,選擇出本研究之實驗樣本。第二階段為探討民宿之風格類型在消費者色彩偏好與住宿意願上之差異情形。本研究結果,可提供民宿業者在選擇消費族群設計上,以及日後民宿設計領域或學術上與實務研究上之參考。
Two-day weekend has been implemented in Taiwan for ten years since January 1, 2001, the service quality of domestic tourism has also progressed. The Ministry of Transportation and Communications actively proposed flagship project on local touring in order to promote domestic tourism effectively. With the vigorous development of domestic tourism environment, there are more tourism-related industries, in which the large amount of B&B industries. B&B industry conveys “home” feeling to the tourists through appearance of the building with the distinctive landscape style and its color to enhance customer value and increase tourists’ lodging intention. The study has two phases. The first phase is to select the photos of current status of B&B samples and to analyze the selected experimental samples. The observation is adopted to investigate the distinctive design styles in the domestic B&B industry, and then choose the styles and color preferences of the photos jointly selected by 50 respondents as experimental samples of this study. The second stage is to explore the differences between consumers’ color preference and lodging intention in different types of B&B style. The results provide the suggestions on choosing consumer groups to B&B industry, as well as the references for B&B design field and future academic and empirical research.