民宿吸引力、遊客滿意度與忠誠度關係之研究—以南投縣為例

A Study on the Relationship among B&B Attractiveness, Tourist Satisfaction and Loyalty--The Case of Nantou County

李素貞(Su Chen, Li)

指導教授 ： 林銘昌

亞洲大學/管理學院/休閒與遊憩管理學系碩士在職專班/碩士(2009年)

摘要

摘要
台灣民宿產業的崛起是國人旅遊方式轉變的表徵。南投縣因具備絕佳的天然條件與人文背景，造就了縣內民宿的蓬勃發展。了解遊客的需求並彰顯自己的特色，使成為一種拉力以吸引遊客前來住宿，成了在競爭市場下異軍突起的關鍵。
本研究綜合民宿的特色以及業者所提供的服務賣點，發展出15個民宿吸引力問項，並針對住宿在南投縣26家民宿的520位遊客以立意抽樣的方式進行調查，從中了解民宿吸引力、遊客滿意度與忠誠度之關係。回收之有效問卷共計443份，經統計分析結果發現，民宿吸引力的三個構面：行前期望、體驗後感受、期望失驗與遊客滿意度及忠誠度皆呈正相關；亦即民宿吸引力會影響遊客的滿意度及忠誠度。而遊客滿意度及忠誠度亦呈顯著正相關，顯然遊客滿意度會影響其忠誠度。最後，本研究提出四項行銷與經營管理的建議，希望對業者、學術界和遊客有所助益。

【關鍵字】民宿、吸引力、滿意度、忠誠度

關鍵字

民宿,吸引力, ； 滿意度,忠誠度 ； 期望失驗

並列摘要

Abstract
The number of B&Bs in Nantou County has been surprisingly increasing. Under the pressure in the competitive market, trying hard to meet customer’s need and market their own characteristics to attract tourists becomes an important key to the success of B&B management.
This study develops 15 items as B&B attractiveness to explore their relationship with tourist satisfaction and loyalty. The research was conducted with 520 tourists staying in the 26 B&Bs in Nantou County, and 443 valid responses were collected. The result shows that B&B attractiveness, including pre-experience expectation, post-experience assessment and expectation disconfirmation, has significant relationship with tourist satisfaction and loyalty, and there’s also a significant relationship between tourist satisfaction and loyalty. Finally, four marketing and management suggestions are offered, hoping to have a contribution to all the B&B innkeepers, academic studies and the tourists.

Key words: B&B Attractiveness, Tourist Satisfaction, Loyalty

並列關鍵字

B&B Attractiveness, ； Tourist Satisfaction,Loyalty, ； Expectation -Disconfirmation

參考文獻

23.陳聰廉 、張家銘 (2006)。茂林國家風景區遊客的吸引力、滿意度、重遊意願關係研

大學休閒事業管理系，台中。

出版碩士論文，朝陽科技大學休閒事業管理研究所，台中。

33.簡玲玲 (2005)。民宿評鑑指標之研究。未出版之碩士論文，朝陽科技大學休閒事業管

文，東海大學景觀學研究所，台中。