臺灣博碩士論文加值系統

觀光業是最乾淨的產業，在各界的共同努力下，旅遊業終於走出SARS危機與禽流感的陰霾，觀光產值穩步回升，未來政府開放三通後、海峽兩岸旅遊與文化交流亦將呈現出新風貌，屆時將帶動觀光另一波高潮。在這股觀光熱潮持續成長趨勢之下，民宿家數與客房數亦不斷成長。近幾年來因經濟環境改變讓國人旅遊方式由觀光形式轉為自然體驗，使得民宿 經營方式出現重大改變，民宿業者不僅僅改善住宿環境與設施，提升住宿品質的服務，並且提供遊客多樣化不同的特色套裝行程服務如景觀行程、生態特色、美食服務、文物展示、農產特賣、文化體驗等，民宿給人不再是價值低廉、住宿品質低落的印象，且日漸被消費者所青睞。在競爭日益激烈的環境下，許多企業逐漸意識到企業的競爭力並非只是來自於產品創新、行銷組合或價格競爭等策略，而是在於給予顧客有價值的體驗。當消費者決定購買商品時，除了考慮產品的實體所帶給予之實用價值外，對於無形的服務品質或享樂價值也愈來愈重視，而許多研究發現顧客價值程度能直接影響顧客的忠誠度。現今民宿是一種非常普遍的旅遊住宿型式，然而綜觀現今的民宿業者如何吸引消費者在眾多住宿商品之中選擇進住，並與其他旅遊住宿市場之競爭，面對顧客這些多重化的選擇，瞭解影響顧客的住宿決策的背後因素與顧客住宿體驗後之結果，並滿足顧客的真正需求，強化商品所帶給顧客的價值，提昇顧客再住宿意願及口碑，以增加民宿業者之利潤，成為經營上一大課題。
本研究藉由問卷研究方法與統計分析的運用，探討民宿價格、情緒、互動品質、環境設施、顧客價值(實用價值、享樂價值)、與顧客忠誠度(再住宿與口碑傳播意向)間之因果關係以及關係強度，並提供民宿業者經營策略參考，建立競爭優勢。
本研究發現為1.民宿價格越趨合理，則顧客對價值感受亦會越強烈。2.民宿業者所提供之產品或服務品質越能激發顧客正面情緒，則可有效提昇顧客價值。3.服務人員與顧客間之互動品質，在顧客心理感受漸漸成為保健因數，對享樂價值無明顯提升。4.民宿的環境設施之實用性、便利性、舒適性與新穎性，會影響顧客對此民宿之價值認知，越能符合顧客需求，越能使顧客價值提升5.民眾之顧客價值對民宿之再住宿意願與口碑傳播意向有正向關係。此研究結果期望
能提供民宿相關產業一個新的經營思考方向，對未來可能的龐大旅遊住宿商機預作準備。

關鍵詞：民宿、消費者行為、動機、顧客價值、顧客忠誠度

Tourism finally has a clean image. Through everyone’s effort throughout the industry, it is finally out of the crisis of SARS and Avian Influenza, and tourism in general is steadily recovering. After the government opens the three links, tourism and cultural dialogue across the Taiwan Strait will show a new style. This will lead to significant growth in the near future.
With the continued tourism boom, the number of Bed and Breakfast and Home Stays has also increased. In the last few years, due to economic changes, people have changed their travel habits from tourism to natural experiences. As a result Bed and Breakfast operations have had to make widespread changes. The Bed and Breakfast accommodation industry has not only improved its environment and facilities but has also upgraded the quality of accommodation services. This includes diversification into package tour services such as landscape trips, ecological tours, food services, cultural displays, agro-sales, cultural experiences and so on.
Therefore, Bed and Breakfast no longer gives the impression of cheap, low quality accommodation and this is increasingly favored by consumers.
However, in an increasingly competitive environment, many companies are becoming aware that the competitiveness of enterprises not only comes from product innovation, marketing mix or price competition strategy, but from giving customers a valuable experience.
When consumers decide to purchase goods, in addition to considering the practical value which is carried by the product''s entity, the intangible quality of services or entertainment value are getting more and more attention as well. And many studies have found that the degree of customer value can directly affect their loyalty.
Today, Bed and Breakfast is a very common type of tourist accommodation. However, looking at today''s Bed and Breakfast industry and the many ways used to attract consumers, choosing where to stay, the market competition of accommodation and other tourism factors, can be confusing. In the face of these multiple and bewildering choices, understanding the impact on the factors behind the decision-making process of residential customers is essential. Meeting the real needs of customers, strengthening the value of goods bought by customers, the improvement of customer desire to stay at a Bed and Breakfast establishment and increasing the reputation of the industry, as well as how to increase the profits of the industry, have all become major operational issues.
This study primarily involved a survey, comprised of the use of questionnaire methodology and statistical analysis, in order to probe Bed and Breakfast prices, emotional involvement, interactive quality, environmental facilities, customer value (practical value as well as entertainment value), customer loyalty and word of mouth advertising. Moreover, it provided the Bed and Breakfast industry with references to business strategy, and the establishment of competitive advantages.
The results suggest that：
1. The prices of Bed and Breakfast establishments are becoming more reasonable, and customers feel they receive more value for money.
2. The Bed and Breakfast industry, by providing quality products or services can stimulate more positive sentiment among customers and this can effectively improve the customers perception of value.
3. Customer service staff and the interaction between them and the customer directly impacts the quality of the customer experience thus becoming a psychological health factor.
4. Bed and Breakfast facilities, practicality, convenience, comfort and novelty will directly affect the customers perception of the value of the Bed and Breakfast establishment, the more able to meet customer needs an establishment is, the more customers will be attracted.
5. The people staying at a Bed and Breakfast will, if properly attended to, spread a positive message via word of mouth.

In conclusion, the results of this study hope to provide a new thought for Bed and Breakfast industry operators , the future may hold huge tourist accommodation opportunities for the pre-prepared.

Keywords：Bed and Breakfast、Customer behavior、Motivation、Customer value、Customer Loyalty

目 錄
誌 謝 i
中文摘要 i
英文摘要 ii
目 錄 iv
圖 目 錄 vi
表 目 錄 vii
第一章 緒論 1
第一節、研究背景 1
第二節、研究動機與目的 3
第三節、研究範圍 7
第四節、研究流程 7
第二章 文獻探討 9
第一節、民宿之起源、定義與類型及國內外民宿發展概況 9
第二節、消費者行為 22
第三節、顧客價值 31
第四節、旅客住宿動機與需求 38
第五節、顧客忠誠度 48
第三章 研究方法 58
第一節、各變項的操作性定義 58
第二節、研究設計與內容 62
第三節、研究範圍對象與資料收集 65
第四章 研究分析與結果 68
第一節、樣本基本資料分析 68
第二節、信度分析 69
第三節、效度分析 70
第四節、線性結構模式評估 72
第五節、假設檢定 74
第五章 結論與建議 78
第一節、結果呈現 78
第二節、管理意涵 80
第三節、研究限制 83
第四節、未來後續研究方向 83
參考文獻 84
一、中文部分 84
二、英文部份 86
附 錄 96


圖 目 錄
圖1- 1 民宿增加趨勢圖 3
圖1- 2 研究流程圖 8
圖2- 1 消費者的決策過程步驟 24
圖2- 2 Howard消費者決策模式 26
圖2- 3 Nicosia 消費者購買行為模式 27
圖2- 4 Kotler模式 28
圖2- 5 EKB消費者決策模型 30
圖2- 6 概念性架構圖 31
圖2- 7 決定顧客價值因素 33
圖2- 8 顧客價值三角模式 34
圖4- 1 本研究之結構方程式路徑圖 73
圖4- 2 競爭模型之結構方程模式路徑圖 77

表 目 錄
表1- 1 國人國內旅遊重要指標統計表 1
表1- 2 2003至 2006 年外國人來臺旅遊市場相關指標值 2
表1- 3 旅遊住宿選擇百分比表 4
表1- 4 旅遊每日平均住宿費用表 5
表1- 5 民宿每日住宿費用次數分配百分比表 5
表1- 6 民眾對旅遊住宿設施的滿意度狀況 6
表2- 1 各研究者對民宿之定義 10
表2- 2 國內研究者對民宿之類型分類 13
表2- 3 消費者行為定義 22
表2- 4 各學者對顧客價值的定義 34
表2- 5 民宿需求性選定 41
表2- 6 各學者對民宿選擇需求項目 42
表2- 7 情緒的構面 46
表2- 8 各學者之忠誠度定義 50
表2- 9 忠誠度之衡量方式 51
表2- 10 口碑的定義 54
表3- 1 衡量價格構面的操作型定義 58
表3- 2 衡量情緒構面的操作型定義 59
表3- 3 衡量互動性構面的操作型定義 60
表3- 4 衡量環境設施構面的操作型定義 60
表3- 5 衡量實用性價值構面的操作型定義 61
表3- 6 衡量享樂性價值構面的操作型定義 61
表3- 7 衡量口碑構面的操作型定義 62
表3- 8 衡量客製化構面的操作型定義 62
表3- 9 民宿選擇動機衡量問項 63
表3-10 顧客價值衡量問項 64
表3-11 忠誠度衡量問項 64
表3-12 人口統計衡量問項 65
表4- 1 樣本基本資料 68
表4- 2 信度之衡量 70
表4- 3 模型效度之衡量 71
表4- 4 構面相關係數 71
表4- 5 研究模型整體配適度 73
表4- 6 研究模型線性結構模式評估結果 75
表4- 7 研究假說實證結果 76
表4- 8 競爭模型與研究模型之整體模式配適度比較 76

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