旅遊地意象為影響遊客選擇旅遊目的之重要影響因素,台灣民宿產業之發展由於具有空間群聚的現象,各地區民宿因所處環境之條件不同而有不同的經營特色,在遊客心中也留下不同的意象。基於旅遊意象對遊客選擇旅遊地的重要性,民宿經營者應瞭解遊客對該地區民宿之意象認知,才得以研擬正確之行銷計畫,提昇住房率,維持競爭優勢,然而國內相關研究尚未見對地區民宿意象進行比較研究者。 本研究依據相關文獻,首先建構一個衡量地區民宿旅遊意象的量表,並選取清境及墾丁兩個地區為實證研究範圍,調查對象為中部地區五所大學的學生,共計發出400份問卷,有效回收302份,分析方法包括平均數、t檢定、ANOVA及簡單線性迴歸等。主要研究發現有二:第一,潛在遊客對於墾丁與清境地區民宿的旅遊意象具有多項顯著差異,造成這些旅遊地意象差異的主要原因,除了民宿本身的風格外,民宿所在地區的整體環境特色與發展程度亦有很大關聯;第二,民宿旅遊意象對於潛在遊客前往旅遊的意願有顯著正向的影響,且對於推薦親友前往的影響程度較親自前往體驗的高。 關鍵詞:民宿旅遊地意象、清境民宿、墾丁民宿、旅遊意願
Destination image plays important roles in tourist destination choice decisions, and attracted lots of researches. Due to the phenomenon of spatially clustered of bed and breakfast (B&Bs) development, the tourists may have different image of each clustered regions. The B&B manager should be aware of tourist perception of the image, so that they can prepare proper marketing strategies to maintain its competitive advantage. However, there is still lack of researches on the comparison of destination image of regional B&B in Taiwan. By constructing a scale for the measurement of B&B destination image, two famous B&B regions in Taiwan, i.e., Ching-jing and Kenting, were selected for comparison purpose. The five point of Likert type scale with 30 items were constructed, and the reliability were tested by explorative factor analysis, the result indicated an acceptable items for measuring the B&B destination image. The descriptive statistics, t-test as well as ANOVA technique were utilized for data analysis. There are two main findings for this thesis. Firstly, the potential tourist perceptions of the two study areas are found to have different destination images, and the differences are more related to the environment characteristics than B&B itself. Secondly, the tourist perception of B&B destination image was found to have positive impact on their willingness to visit. Keywords: B&B destination, Willingness to visit