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題 名 | 清境地區民宿遊客滿意度與再宿意願之研究=A Study on the Visitors' Satisfaction and Revisited of Home Stay Facilities in Tsing-Ching Area |
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作 者 | 陳宗玄; 林靜芳; | 書刊名 | 旅遊管理研究 |
卷 期 | 6:1 民95.06 |
頁 次 | 頁21-44 |
分類號 | 992.61 |
關鍵詞 | 個人價值觀; 再宿意願; EKB模式; 結構方程模式; Personal values; The desire to return; EKB model; Structural equation modeling; |
語 文 | 中文(Chinese) |
中文摘要 | 個人價值觀在消費者行為理論上為一個重要影響因素,價值觀是瞭解消費者特性與市場區隔的有效工具之一。本研究以EKB模式作為理論基礎,建構清境地區民宿遊客再宿意願之結構方程模式,探討分析遊客之個人價值觀、民宿之環境屬性、遊客滿意度與再宿意願之關係。便利抽樣調查結果共得405份有效問卷,採用信度分析、敘述性統計、t檢定、單因子變異數分析與結構方程模式等方法,探討遊客特性、個人價值觀、環境屬性、滿意度與其再宿的意願。實證結果發現,投宿於清境地區民宿的遊客年齡以21~40歲居多,教育程度為大專院校且平均月收入介於20,001~50,000元之間,遊客大都從事於服務業,而住宿資訊的來源以網際網路為主。本研究所建構之民宿遊客再宿意願模式,是可被接受的,由模式結果發現,個人價值觀與環境屬性正向且直接影響遊客之滿意度,而滿意度正向且直接影響遊客的再宿意願,但個人價值觀與環境屬性對遊客的再宿意願並無影響。 |
英文摘要 | According to the consumer's behavior theory, personal values is a major factor in determining consumer's behavior, and is used as an effective tool to understand consumer's psychographic and market segmentation. Constructing a structural equation modeling of customers' the desire to return of Tsing-Ching area based on the EKB Model, this study intends to explore the relationship between personal values, setting attributes, satisfaction and the desire to return of the customers. The present features, personal values, setting attributes, satisfaction and the desire to return of 405 respondent customers. Cronbach's α, descriptive statistics, t-test, one-way ANOVA and structural equation modeling. The result of the empirical analysis suggests that the main customer group of home stay facilities in Tsing-ching area is of 21 to 40 aged, and servicing business that have college education and average incomes from NT$ 20,001 to NT$ 50,000. As far as the home stay facilities resources are concerned, the largest percentage of the target group is using Internet as a means to acquire information. The result further suggests that the structural equation modeling of the desire to return was found to be an acceptable model. The study of relationship between personal values, setting attributes, satisfaction and the desire to return of the customers suggests the following: ˙the factors of personal values and setting attributes played a direct and positive effect on the customers' satisfaction levels; ˙the satisfaction factor had a direct and positive effect on the desire to return; ˙the factors of customers values and setting attributes had no effect on the desire to return. |
本系統中英文摘要資訊取自各篇刊載內容。