回家的感覺真好!-旅館業體驗品質與場所依戀之模式建構

Home away from home! -Modeling Experience Quality and Place Attachment in the Hotel Industries

陳佳杞(Chia-Chi Chen)

指導教授 ： 蔡振蒼

台南應用科技大學/生活科技學院/生活服務產業系生活應用科學碩士班/碩士(2017年)

摘要

根據交通部觀光局最新統計,全臺灣觀光旅館目前已經有118家,共約2.76萬個房間數正在營運中。接下來全臺灣正在籌備興建的觀光旅館也在陸續增加當中,相對旅館業競爭激烈,所以業者該如何吸引並且保留住顧客即是現今旅館業即將面臨的問題。回顧過往之研究,至今尚缺乏研究同時探究體驗品質、懷舊之情、場所依戀與行為意圖四者之間的關係,更乏場所依戀與旅館業之間關係之著墨。本研究目的旨在建構與驗證體驗品質、懷舊之情、場所依戀與行為意圖之關係模式。本研究採用便利抽樣的方式,選擇旅館業顧客為研究對象進行問卷調查,共計回收有效問卷383份,並以結構方程模式驗證本研究變相之間關係。研究結果顯示,體驗品質正向顯著影響場所依戀與行為意圖;其次,懷舊之情正向顯著影響場所依戀;再者,場所依戀亦正向顯著影響行為意圖;此外,場所依戀中介體驗品質與行為意圖之間之關係。最後,本文亦於文末提出相關之管理意涵與未來研究方向。

關鍵字

場所依戀 ； 體驗品質 ； 懷舊之情 ； 行為意圖 ； 旅館業

並列摘要

According to statistics of Tourism Bureau (M.O.T.C.), Taiwan has 118 tourist hotels, a total of about 27,600 the number of rooms are in operation. And now, Taiwan is preparing to build the hotels are also increasing them. So,
attract and keep customers are the biggest problems facing a hotel. A study to discuss simultaneously the relationships among experience quality, nostalgia, place attachment, and behavior intention is still lacking in the previous studies.
The purpose of this study is to establish and examine the relationships among experience quality, nostalgia, place attachment, and behavior intention. Consumers of hotel industry were surveyed in this study using convenience sampling. This research dispatched 383 questionnaires, and the relationship between the disguises of the study was verified by structural equation model. The results indicate that the experience quality positively and significantly affect place attachment and behavior intention, nostalgia positively and significantly affect place attachment, place attachment positively and significantly affect behavior intention. Managerial implications and future research directions are also proposed in this end of study.

並列關鍵字

place attachment ； experience quality ； nostalgia ； behavior intention ； hotel industry

參考文獻

Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer research, 15(2), 139-168.

Bollen, K. A., & Stine, R. A. (1992). Bootstrapping goodness-of-fit measures in structural equation models. Sociological Methods & Research, 21(2), 205-229.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer research, 9(2), 132-140.

一、中文部份

交通部觀光局(2016)。觀光局行政資訊系統。取自