遊客住宿型態之風險知覺與行為意圖

The risk consciousness and purpose of accommodations state from tourists.

楊仲文(Yang Chung Wen)

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班/碩士(2009年)

摘要

本研究主要目的在於探討旅館和民宿這兩種住宿型態之下，遊客的風險知覺會不會有所不同，而遊客對於不同的風險知覺會不會影響遊客的行為意圖。為驗證本研究目的，本研究針對住宿過旅館和民宿的遊客做問卷調查，只住過旅館或是只住過民宿的遊客則不在調查範圍內，並且選擇北中南三人口聚集比較多的地方做抽樣調查，北部選擇台北火車站，中部選擇台中火車站、南部則選擇高雄火車站。。本次研究問卷共發出440份、扣除無效問卷26份，有效問卷為414份。根據研究結果顯示，遊客對於旅館的風險知覺比較注重旅館的逃生設備，因此業者可加強旅館本身的設備（如：照明度、安全通道），而對於民宿的風險知覺則是比較注重民宿附近治安，業者可和警政單位作緊密的聯繫；而行為反應方面，不管是旅館或是民宿、當遊客遇到不合理的待遇都會選擇下次不會再次住宿以及告訴親朋好友。最後，本研究提出之的建議希望對業者有所助益。

關鍵字

住宿型態 ； 風險知覺 ； 行為意圖

並列摘要

We attempt to find out that could be several difference in tourist risk consciousness or not when they stop at hotel and B&B. Under these difference, shall we get any effect upon behavior intention of tourist. In order to prove our purpose, we did questionnaire survey to tourist whom even stop at hotel and B&B. However, we didn’t survey whom only stop at hotel or B&B. We picked sampling survey at Taipei train station and Taichung train station and Kaohsiung train station, a total of 440 questionnaires sent, 414 valid questionnaires were too. According to this research, we find that tourist give more attention to risk consciousness of emergency facilities in hotel. Therefore, operators should strengthen equipment in hotel like emergency light and exit way. Tourist would care about the public security when they stop at B&B, so operators may enhance public order around building. They won’t come back again when feel unreasonable treatment! Finally, we hope this research that will be advantageous.

並列關鍵字

Accommodation types ； Risk ； typesBehavior intention

參考文獻

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