近年來台灣民宿蓬勃發展,國人旅遊住宿選擇民宿比率逐年增加,且遊客重遊率也高,民宿經營方式是以人際間的互動為主要訴求,因此民宿主人扮演相當重要的角色。 本研究針對民宿主人特質、情緒勞務與關係品質之間的關係進行探討,以民宿主人與遊客做為實證研究對象,由遊客所偏好與實際感受到的人格特質、情緒勞務負荷因素做比較。透過敘述性統計、集群分析、單因子變異數分析及線性結構方程式等統計方法檢測各變數的關係,經問卷調查後。研究結果發現如下:1.民宿主人特質對情緒勞務有正向影響。2.民宿主人特質對民宿關係品質有正向影響。3.民宿主人情緒勞務對民宿關係品質無正向影響。本研究建議現今民宿主人應自經由改善或增強其特質的方式,符合遊客所偏好,並做好情緒管理,由衷地與顧客互相交流、溝通,以增加遊客對於主人的信任感,提高遊客的再宿意願。
Homestay industry develops dramatically in Taiwan in recent years, Taiwanese have been changing their lodgings when they in travel. Homestay have become more and more popular in Taiwan. Homestay management is focus on Homestay’s host and travelers. The main demand is the interaction with interpersonal relationship , therefore the Homestay’s host is play an important role. This study aims to investigate the relationship among Homestay host’s personality, emotional labor and relationship quality by finding what Homestay host’s personality of travelers preference / real experience. The study uses descriptive statistics, K-means Cluster, one-way ANOVA and Structural Equation Modeling(SEM)to do data analysis. According to this preliminary study, the results show as follows:First, Homestay host’s personality infects emotional labor. Second, Homestay host’s personality infects relationship quality. Third, Homestay host’s emotional labor doesn’t infect relationship quality. This research suggests that Homestay host should obtain or strengthen his/her personality that travelers preference , and controls his/her emotion to meet travers’ demand. Moreover, Homestay host must have interaction and communication mutually with sincerity of travelers, to increase travelers’ trust, and enhance theirs loyalty.