鐵人三項愛好者對民宿選擇偏好、住宿體驗價值及再投宿意願之關係模式

由於國內鐵人三項運動近年來發展迅速，以挑戰自我吸引國人運動愛好者喜愛。然而國內賽會場地在全臺各地區舉辦，使得鐵人三項運動愛好者必須遠離居住地至外縣市征戰，進而產生住宿之需求。因此，本研究以近三年參與臺東地區鐵人三項賽會活動之愛好者為施測對象，從鐵人三項愛好者之角度下建構民宿選擇偏好、住宿體驗價值及再投宿意願間關係，並採用便利抽樣法對研究對象進行問卷調查與實證分析，共獲得有效樣本364份。資料分析採用描述性統計、信度分析、驗證性因素分析及結構方程模式。研究結果發現：一、性別以男性居多（72％）；職業以軍警人員佔多數（29.4％）；學歷以大學（專）院校佔居多（56.9％）；婚姻狀態以已婚（有子女）者佔多數（63.7％）；居住城市以北部地區最多（53.6％）；民宿資訊來源以親朋好友推薦最多（47％）。二、民宿選擇偏好因素以「休閒紓壓」（平均數3.925）最高；住宿體驗價值因素以「民宿整體經驗」（平均數3.826）最高；再投宿意願以「再訪意願」（平均數4.089）最高。三、「民宿選擇偏好」對「住宿體驗價值」有正向之影響，「住宿體驗價值」對「再投宿意願」有正向之影響，但「民宿選擇偏好」對「再投宿意願」為負向之影響。「住宿體驗價值」對「民宿選擇偏好」與「再投宿意願」之關係具有中介效果之影響。依上述研究結果，本研究提出建議包括：鎖定目標顧客群、營造特色建立口碑、區隔市場、差異化其產品、注意網路口碑的變化，隨時監控評價，以利產業之發展。

關鍵字

鐵人三項運動；住宿；結構方程模式；中介效果

並列摘要

Due to the rapid development of triathlon within the country in recent years, the feature of self-challenging of triathlon has attracted many sports enthusiasts to participate in it. However, competitions are hosted all over Taiwan, which forces triathletes to leave their hometown for other cities in order to compete, thus creating the demand for accommodation. The purpose of this study is to formulate the relationship between bed and breakfast (B&B) choice preferences, experiential value and revisiting intention from triathlon enthusiasts' perspective. Respondents are triathletes who have participated in the Ironman Race in Taitung District over the past three years and were selected through convenience sampling. Questionnaires and empirical analysis were used in interviews and a total of 364 samples were collected. Data analysis was conducted through descriptive statistics, credibility analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM). The study finds that: 1. Majority of respondents are male (72%); military and law enforcement participation rank first (29.4%) in career distribution; as for degree, most respondents have at least a college or university degree (56.9%); majority are married with children (63.7%); respondents mainly reside in northern Taiwan (53.6%); most sources of information on B&B are from recommendations by friends and family with prior accommodation experience (47%). 2. The dominant factors of B&B choice preferences, experiential value and revisit intention are ＂leisure and stress relief＂ (averaging 3.925), ＂overall experience＂ (averaging 3.826) and ＂revisit willingness＂ (averaging 4.089) respectively. 3. ＂B&B experiential value＂ holds a positive effect on ＂B&B choice preferences＂ and ＂revisit intention＂ while a negative effect is found between the latter two. While B&B choice preferences and revisit intention have mediating effect on the experiential value. From surveys and subsequent analysis, this study proposes that B&B should: focus on target customer group, demonstrate specialty to promote positive publicity, differentiate product, pay attention to changes in online publicity, and monitor online review to facilitate growth.

並列關鍵字

triathlon ； accommodation ； structural equation models ； mediating effect

參考文獻

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. doi.org/10.1037/0033-2909.103.3.411

古容琳 (2013)。民宿意象與投宿動機、滿意度、再宿意願關係之研究─以臺東地區為例(未出版碩士論文)。國立臺東大學：臺東縣。