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研究生:王正村
研究生(外文):Jeng-Tsuen Wang
論文名稱:特色民宿服務品質、目的地意象、功利性價值與享樂性價值對再宿意願之影響研究-以南投地區為例
論文名稱(外文):Effects of Service Quality, Destination Image, Utilitarian Value and Hedonic Value on Bed & Breakfast Visitors Revisiting Intention:The Case in Nantou Area.
指導教授:蔡必焜蔡必焜引用關係
指導教授(外文):Bi-Kun Tsai
口試委員:王俊雄謝奇明
口試委員(外文):Jiun-Shong WangChi-Ming Hsieh
口試日期:2017-07-12
學位類別:碩士
校院名稱:國立中興大學
系所名稱:生物產業管理研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:60
中文關鍵詞:特色民宿服務品質目的地意象功利性價值享樂性價值再宿意願
外文關鍵詞:B&BService QualityDestination ImageUtilitarian ValueHedonic ValueRevisiting Intention
相關次數:
  • 被引用被引用:5
  • 點閱點閱:433
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
近年來,隨著國人旅遊習慣與社會價值觀的轉變,國人對於休閒遊憩與旅遊活動日趨重視,民宿產業快速蓬勃發展,競爭也日趨激烈;旅客能與民宿主人交流,並利用當地天然資源及特色,提供住宿和餐飲。因此民宿開始大量湧現,多數管理者因缺乏專業知識與管理,導致服務品質參差不齊,長時間下來造成經營不善的問題,因此本研究旨在透過服務品質、目的地意象、功利性與享樂性價值對再宿意願之影響,探討其有效因應策略,透過讓遊客體驗當地人文自然環境,規劃遊程活動,給予特別體驗,提升遊客之再宿意願。本研究採用問卷調查,採用隨機抽樣方式,針對南投地區特色民宿遊客之族群為研究對象,資料分析方法有描述性統計分析、信度分析、驗證性因素分析、結構方程模式。
研究發現:一、服務品質對功利性與享樂性價值皆有正向影響;二、目的地意象對功利性與享樂性價值皆有正向影響三、功利性價值對再宿意願有正向影響;四、功利性價值具有中介效果
In recent years with the change of tourism habits and social values, nationality put emphasis on leisure life. People increase frequency of traveling, the rapid development of B&B industry and competition is fierce guests can communicate with the owner, and make use of natural resources and local specialties, provide dining and accommodation. The majority of bed and breakfast began to emerge, the majority of managers due to lack of professional knowledge and management resulting in uneven quality of service, a long time down to cause poor management problems. Therefore, the purpose of this study is to explore the effective response strategy through the influence of service quality, destination image, utilitarian value and hedonic value on the revisiting Intention, and to give visitors a special experience by making the visitors experience the local human environment and planning the activities, to enhance the revisiting Intention of visitors. The study designed inquiry papers for investigation, the object and participants are random samples, chosen from the tourism in Nantou area. The data was collected by questionnaire and analyzed by statistical methods, including reliability analysis、confirmatory factor analysis(CFA) and structural equation modeling(SEM). The major results are: First, service quality is found to exert a direct, positive effect on utilitarian and hedonic value. Second, destination image is found to exert a direct, positive effect on utilitarian and hedonic value, Third utilitarian value is found to exert a direct, positive effect on revisiting Intention. Fourth, utilitarian value was partly mediated between service quality, destination image and revisiting Intention.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 民宿 4
第二節 服務品質 12
第三節 目的地意象 15
第四節 功利性與享樂性價值 17
第五節 再宿意願 19
第三章 研究方法 21
第一節 研究架構與假設 21
第二節 研究設計 22
第三節 資料分析方法 27
第四節 研究工具 29
第四章 資料分析與研究結果 31
第一節 樣本資料分析 31
第二節 各構面題項之敘述性統計 34
第三節 結構方程模型 37
第五章 結論與建議 43
第一節 研究結論 43
第二節 討論與建議 44
第三節 研究限制與未來建議 46
參考文獻 47
附錄一 正式問卷 56

表目錄
表2-1民宿之分布 5
表2-2設置特色民宿之縣市認定項目 9
表2-3南投特色民宿評鑑項目 11
表2-4民宿相關研究 12
表2-5服務品質相關研究 14
表2-6目的地意象構面 16
表2-7價值相關研究 18
表3-1服務品質構面、題項 24
表3-2目的地意象構面、題項 25
表3-3功利性與享樂性價值構面、題項 26
表3-4再宿意願構面、題項 26
表3-5專家效度檢測 29
表3-6信度分析 30
表4-1消費者樣本資料次數分配表 32
表4-2服務品質之敘述性統計分析 34
表4-3目的地意象之敘述性統計分析 35
表4-4功利性價值與享樂性價值之敘述性統計分析 36
表4-5再宿意願之敘述性統計分析 36
表4-6測量模型基本適配度 37
表4-7測量模式整體適配度 38
表4-8測量模型之信度與收斂效度 39
表4-9測量模型之區別效度 40
表4-10結構模式整體適配度 40
表4-11假設檢驗分析 41
表4-12路徑結果係數表 42
圖目錄
圖1-1研究流程圖 3
圖2-1合法民宿 6
圖2-2好客民宿 7
圖3-1研究架構圖 21
圖4-1路徑分析結果圖 41
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http://www.coa.gov.tw/
南投縣民宿特色項目認定標準及審查作業要點(104年9月21日)
http://link.nantou.gov.tw/glrsout/LawContent.aspx?id=FL047373
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