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研究生:劉致顯
研究生(外文):Chih-Hsien Liu
論文名稱:台灣民宿創業動機、人格特質與績效表現之探討─以民宿特色為中介變數
論文名稱(外文):A Study on the Relationship Among Motivation,Personality and Performance for Taiwan B&BPractitioners – The B&B’s characters as Mediators
指導教授:王精文王精文引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:109
中文關鍵詞:民宿民宿特色創業動機人格特質績效表現
外文關鍵詞:B&ampBB&ampB’s charactersMotivationPersonalityPerformance
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台灣民宿在2000年到2010年的成長幅度高達134%,出色且獨特的民宿已經改變國人外出旅遊的住宿習慣,並且取代了昂貴的飯店。然而在民宿供過於求和消費者需求的快速改變的情況,都在考驗今天民宿經營者的生存能耐。因此本研究以民宿特色為中介變數,探討人格特質以及創業動機對民宿績效的影響,試圖了解民宿業者的基本人格特質是否會改變其民宿在特色上面的展現,進而影響民宿績效。
本研究採用質量並行的方式來進行研究,質化的民宿經營者深度訪談為輔,量化的問卷調查法為主,共計發放400份問卷,扣除無效問卷以及填答不完整者,共計回收111份問卷,有效回收率為27.8%。本研究採用階層迴歸的分析檢定本研究之假設,研究結果發現:創業動機以及人格特質皆會對民宿特色有顯著正向影響,人格特質對民宿經營困境有顯著的負向影響;民宿特色對民宿績效中的月營業額以及職涯滿意度有顯著正向影響;而創業動機會透過民宿特色的中介效果來影響民宿績效中的月營業額,而人格特質會透過民宿特色的中介效果來影響民宿績效中的月營業額以及職涯滿意度。
對於民宿而言,僅只提供住宿場所已經無法滿足現今遊客的需求,民宿特色的建置是為改善民宿績效表現的核心,深入了解遊客的需求,建置屬於自己民宿獨一無二的特色,為遊客創造無可替代的旅遊體驗才是打破整體不景氣,解決經營困境以及提高民宿績效表現的方法所在。

The owners of B & B(Bed and Breakfast)highly increase. Especially during the year of 2000 to 2010, it reaches 134% growth. People who like to travel would rather to live in outstanding and unique B & B than expensive hotel. However, the numbers of B&B offers is highly more than the demand of travelers. Furthermore, under the situation for lack of loyalty and the habit of people who change their minds fast are also testing the survival ability of those B & B owners. This research bases on B&B’s characters as the intermediary variable discussing the topic that the influence between personality characteristic and the motive of B&B’s owners. Then, try to understand whether personality characteristic will change the style of B&B or not, and the profit of B&B’s owners.
This research is selected by the quality and quantity parallel. The quality is the depth interview with B&B owners for auxiliary, and the quantity is questionnaire investigation for primarily. We totally provides 400 questionnaires, deducting the invalid one as well as the completeness one. We total get 111 questionnaire s back, and the effective returns-rate is 27.8%. This research uses the analysis of social stratum to examine supposition of the definitive text research, and discovering that: the characteristic of the motive B&B owner and profit in business has a positive influence, and has a negative influence to B&B owner if it is red in business. The character of B&B has a positive influence with business profit and career satisfaction. The motivation of business will affect the monthly profit through B&B character, and the characteristic will affect the career satisfaction through B&B character.
It can’t be satisfied with consumers, if B&B only offers the place to live. The appearance of B&B character is the core to hit the point of the consumers’ need. Building an unique B&B can not only crease unchangeable experience for the travelers, but solve the problem to increase the business profit.

第一章 緒論 ......................................................... 1
第一節 研究背景與動機 ............................................ 1
第二節 研究目的 .................................................. 4
第三節 研究方法與流程 ............................................ 4
第二章 文獻探討 ..................................................... 7
第一節 民宿(Bed and Breakfast) ................................. 7
第二節 創業動機 ................................................. 12
第三節 人格特質 ................................................. 14
第四節 民宿特色 ................................................. 18
第五節 民宿績效表現 ............................................. 20
第六節 各構面之間的關聯性 ....................................... 23
第三章 研究方法 .................................................... 28
第一節 深度訪談 ................................................. 28
第二節 民宿網站的特色調查 ....................................... 32
第三節 問卷調查法 ............................................... 36
第四節 研究架構以及研究假設 ..................................... 45
第五節 資料分析方式 ............................................. 47
第四章 研究结果 ....................................................50
第一節 樣本結構與研究變數分析 ................................... 50
第二節 樣本基本資料對研究變項之差異分析 ........................ 57
第三節 研究變數之相關分析 ...................................... 61
第四節 創業動機、民宿特色與績效表現之迴歸分析 ................... 64
第五節 小結 ..................................................... 70
第五章 結論與建議 .................................................. 73
第一節 研究結論 ................................................. 73
第二節 研究貢獻以及管理實務意涵 ................................. 75
第三節 研究限制以及未來研究的建議 ............................... 77
參考文獻....................................................78
一、中文部份....................................................78
二、英文部份....................................................80
附錄A 訪談稿 ........................................................ 88
附錄B 訪談內容 ...................................................... 90
附錄C 問卷內容 ..................................................... 104
附錄D 民宿網站特色整理 ............................................. 108

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