民宿長期住宿產品開發之研究─以清境地區民宿為例

The Study on the Development of Long Stay Service at B & B: An Empirical Study in Chingjing Area

白佼靈(pai chia ling)

指導教授 ： 鄭健雄 ； 林士彥

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2007年)

摘要

遊客長住於農場的渡假型態在國外已經成為國家旅遊產業的特色產品。雖然我國國人休閒的觀念已普及，實施週休二日提升了假日出遊意願，也讓旅遊成為人們生活的一部分，但我國國民的渡假方式仍以短期住宿為主，絕大多數卻僅停留住宿地點一晚。隨著全球高齡人口增加，「候鳥式休閒」、「異地養老」等不同新興休閒型態正逐漸興起中，為未來休閒產業之發展趨勢，在嬰兒潮世代的退休時程即將來臨，民宿的長期住宿類型，正好符合台灣老年人追求的休閒型態，因此在民宿長期住宿產品的開發，在可預見的未來頗具發展潛力。因此民宿業者如何從服務品質的觀點研發民宿長期住宿之產品，即成為重要課題。
本研究以清境地區為研究範圍，以嬰兒潮世代且曾住過清境民宿者為研究對像，探討民宿長期住宿服務品質改善以提升遊客的滿意度。本研究將透過問卷調查，了解長期住宿之潛在需求與目前所提供的服務的滿意度。再應用品質機能展開法，經由遊客需求和品質技術系統整合的方式所排出來的優先執行順序，進行改善服務品質。在研究結果中發現，服務品質對整體的滿意度有正向的影響、體驗活動對整體的滿意度也有正向影響、整體的滿意度對遊客忠誠度有正向影響。品質機能展開研究結果顯示，針對遊客之品質技術，民宿應改善重點以「關懷性服務」、「休閒生活空間營造」、「社區結合」、「生活機能網絡連結」、「遊客安全管理」、「訊息、解說服務」、「通路管理」、「危機處理」做為前八項優先改善項目。因此民宿要發展長期住宿，可從研究結果的優先順序執行策略改善服務品質，進而吸引更多的遊客。

關鍵字

服務品質 ； 品質機能展開 ； 民宿、長期住宿

並列摘要

In foreign countries, long stay tourists vacationing at farms have become a national tourism Industry specialty. In Taiwan, leisure has become a common idea of the general public. The implementation of the two day weekend elevates people’s desire to take weekend trips, making the weekend traveling a part of their life. Taiwanese principally takes short term vacations, and vast majority of vacationers stay at accommodations only one night. As the elderly population grows globally, “snowbird (migratory) leisure”, “remote locality elderly living”, and other modes of novel leisure styles becomes ever more popular. As the Baby Boomers approach retirement phase, future leisure industry development trend shows the bed and breakfast (B & B) inns’ long stay nature to be the ideal Taiwanese elderly leisure style, leading to a potentially surge of the B & B’s long stay development in the foreseeable future. Therefore, how long stay products are developed based on service quality is a crucial issue for B& B operators. This study uses the Cingjing area as the research scope and Baby Boomers who have stayed at Cingjing region’s B & B as the research subjects, investigating how to raise tourists’ degree of satisfaction through service quality improvement. The study employs questionnaire to probe the potential demand and degree of satisfaction of the present service of long stay. Then using Quality Function Deployment (QFD), through tourist demands and the quality technology system integration method this study completes a priority implementation sequence to improve service quality. The research results conclude, service quality and personal experience activities both have positive impact on the overall degree of satisfaction, while the overall degree of satisfaction has positive impact on tourist loyalty. The results of QFD also illustrate eight major issues of B & B that requires improvement in regard to service quality technology. The eight issues are care services, creation of leisure living space, community amalgamation, living function network linkage, tourist safety management, information and guide services, transportation management, crisis management. Therefore, bed and breakfasts that want to cultivate long stay can apply the priority implementation strategy from this study to improve service quality, and attract even more tourists.

並列關鍵字

Service Quality ； Quality Function Deployment (QFD) ； Bed and Breakfast (B & B), Long Stay

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