台北縣烏來風景區民宿遊客之動機與滿意度相關研究

The Correlation Research of Tourists’ Motivation and Satisfaction to The Home-Stays in Taipei, U-Lai Scenic Spot

吳玟琪(Wen-Chi Wu)

指導教授 ： 張少熙

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2004年)

摘要

摘 要
完成日期：中華民國94年6 研究生：吳玟琪
指導教授：張少熙
本研究旨在探討烏來風景區民宿遊客之住宿動機與住宿後滿意度之相關情形，並比較不同人口統計變項之烏來風景區民宿遊客在住宿動機與住宿後滿意度上的差異情形。
本研究以台北縣烏來風景區407位民宿遊客為研究對象，透過『台北縣烏來風景區民宿遊客之動機與滿意度相關研究之問卷』為研究工具，進行問卷調查。根據所得之資料，以描述性統計分析、因素分析、t檢定、單因子變異數分析、皮爾森積差相關、雪費檢定與典型相關等統計方法進行統計分析。研究結果發現：

一、住宿動機前五項依序為：「附近有優美的自然景色」、「服務較為親切、樸實」、「鄰近主要的風景遊憩區」、「使人有鬆弛身心的感覺」、「環境比較單純、清靜」。因此，民宿業者與相關單位必須對烏來風景區的自然景色加強維持與保護，且必須能夠提供住宿遊客更親切的服務及環境品質的提升。
二、住宿後滿意度前五項依序為：「熱情、親切的服務」、「環境清潔衛生」、「房間內有衛浴設備」、「整體環境的氣氛營造」、「價格便宜」。由此可見，民宿業者不僅要提供便宜合理的價格同時要有高度的服務熱誠和最佳的環境衛生品質才能讓住宿遊客感到滿意。
三、不同的「年齡」、「教育程度」、「職業」、「每月所得」、「居住地」、
「投宿次數」、「交通工具」七項在住宿動機上，均達到顯著差異。顯
示不同人口統計變項在住宿動機有顯著的影響。
四、不同的「年齡」、「教育程度」、「職業」、「每月所得」、「居住地」、
「交通工具」六項在住宿後滿意度上，均達到顯著差異。顯示不同人口
統計變項在住宿後滿意度上有顯著的影響。
五、住宿動機（住宿效益、社交追求、新鮮體驗、自然景觀）與住宿後滿意度（經營管理、環境服務、基本設施、附屬服務）之間有兩個典型相關係數達到顯著水準。顯示住宿動機與住宿後滿意度之間確有典型相關的存在，且動機越高滿意度也越高。
關鍵詞：民宿遊客、住宿動機、住宿後滿意度

關鍵字

民宿遊客 ； 住宿動機 ； 住宿後滿意度

並列摘要

The Correlation Research of Tourists’ Motivation and Satisfaction to
The Home-Stays in Taipei, U-Lai Scenic Spot

Master’ Thesis,2005 Wu,Wen-Chi
Advisor: Chang, Shao-Hsi. Ph.D.
Abstract
The purpose of this study was to investigate the relationship between the home-stay tourists’ lodging motivation and satisfaction to the home-stays at U-Lai scenic spot also to compare the variances in the lodging motivation and the satisfaction in terms of the “statistical population variable”.
The objects of this study were 407 tourists who took up quarters at the home-stay in Taipei, U-Lai scenic spot, the title of questionnaire was “The Correlation Research of Tourists’ Motivation and Satisfaction to The Home-Stays in Taipei, U-Lai Scenic Spot” had been put to use as the researching tool. All the collected materials were analyzed by descriptive analysis, factor analysis, t-test, one-Way ANOVA, Pearson’s Product-moment Correlation, Scheffe Method and Canonical Correlation and the results were as follows:

Ⅰ. The top five factors of the lodging motivation were in order: “there are beautiful and natural scenes near home-stay”, “service is cordial and sincere”, “close to the main scenery and recreating area”, “environment free people’s mind and physical body”, “home-stay is much simple and private”. Therefore, the home-stays proprietors and the local authority have to maintain and protect those beautiful and natural scenes as well as to provide tourists with a better service and quality accommodations.
Ⅱ. The top five factors of the satisfaction were in order: “hospitality and cordial service”, “sanitation and hygiene”, “sanitary equipments in the room”, “the atmosphere of home-stay integrated with the environment around”, “cheaper expenses”. That proves the home-stays proprietors should furnish tourists not only a cheaper and reasonable room rate but also have to always maintain highly cordial service and offer quality sanitation and hygiene to reach tourists’ satisfaction.
Ⅲ. In different “age”, “education degree”, “occupation”, “monthly income”, “residence”,
“times of staying”, transportation”; these seven factors appeared remarkable difference on
the lodging motivation. It had shown that “statistical population variable” had noticeable
influence on the lodging motivation.
Ⅳ. In different “age”, “education degree”, “occupation”, “monthly income”, “residence”, “transportation”; these six factors presented notable difference on the satisfaction. It meant that “statistical population variable” had outstanding influence on the satisfaction.
Ⅴ.In between the lodging motivation (benefit of staying, social contact, brand-new
experience, natural scenes) and the satisfaction (operation management,
environment services: sanitation and hygiene, the atmosphere of home-stay; basic facilities, additional services) there were two Canonical Correlation factors reached noticeable level, it presented that Canonical Correlation did exist between the lodging motivation and the satisfaction and the higher motivation, the higher satisfaction.

Keywords: Home-Stay Tourists, Lodging Motivation, Satisfaction

並列關鍵字

Home-Stay Tourists ； Lodging Motivation ； Satisfaction

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