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題名 | 以多元尺度分析探討小琉球民宿之定位=A Study on the Positioning of Xiao Liuqiu B&B by Multidimensional Scaling Analysis |
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作者 | 丁誌魰; 陳淼勝; 何嬿婷; 曾瓊慧; Ting, Chih-wen; Chen, Miao-sheng; Ho, Claire Y. T.; Tseng, Chiung-hui; |
期刊 | 觀光與休閒管理期刊 |
出版日期 | 20191200 |
卷期 | 7:2 2019.12[民108.12] |
頁次 | 頁49-62 |
分類號 | 992.61 |
語文 | chi |
關鍵詞 | 服務品質; 滿意度; 定位; 多元尺度法; Service quality; Satisfaction; Positioning; Multidimensional scaling analysis; MDS; |
中文摘要 | 本研究主要目的是利用定位理論探討小琉球民宿的屬性認知差異,以遊客角度探討當地民宿的服務品質、與活動行程作為衡量屬性,並以李克特尺度量表探討遊客對於小琉球民宿的評比屬性重視程度、遊客滿意程度,以建構遊客對於小琉球民宿的定位,以作為小琉球民宿市場定位策略之參考。結果顯示民宿之評比屬性以「服務品質」中的「可靠性」與「保證性」最被重視,再依問卷分析數據,以多元尺度分析描繪知覺圖,由知覺定位圖顯示,民宿B、民宿D與民宿F在各項評比上皆有較高評價,在民宿評比中為領先群;民宿A、C、E為同一競爭群表現較差,在小琉球民宿中為潛力群,在各項屬性表現上雖不及領先群,若能在策略上有所調整,相信仍有急起直追之機會。 |
英文摘要 | The main purpose of this study is to use the positioning theory to explore the nature of the Xiao Liuqiu B&B, to explore the service of B&B from the customer's perspective, the activity itinerary as a measure of the nature, and to explore the customer's degree of comparison to the Xiao Liuqiu B&B, the degree of customer satisfaction, in order to build a customer to the Xiao Liuqiu B&B space positioning , to be a Xiao Liuqiu B&B market positioning strategy reference. The results of the research show that the evaluation attributes of B&B are the most important ones in terms of "reliability" and "guarantee" in "service quality". Based on the questionnaire analysis data and the multi-scale analysis and description of perception maps, B&B No. B, D and F have a high rating in all competitions and are the leading group in B&B rating; B&B No. A, C and E are less competitive in the same competition group, potential group in the Xiao Liuqiu B&B. Although the performance is less than the leading group, if the strategy can be adjusted, we believe there is still a rush to catch up with the community. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。