本研究主要探討墾丁地區觀光遊客在選擇民宿時的消費行為，使用問卷調查法，以民宿的服務品質、服務創新與體驗行銷等因素，研究民宿業者的服務品質與創新性，在遊客體驗後的實質感受，是否會影響顧客滿意度，進而影響顧客忠誠度。本研究針對至墾丁地區的住宿遊客，發放問卷1000份，扣除無效問卷後，有效問卷為492份。 研究結果發現服務品質、服務創新與體驗行銷之關係皆呈現顯著的正向影響，服務品質對服務創新及顧客滿意度存在中介關係，顧客滿意度對服務創新及顧客忠誠度存在中介關係，體驗行銷對服務創新及顧客滿意度存在中介關係，在人口統計變數方面則與服務品質中的有形性與保證性具有顯著差異。 根據研究結果顯示，服務品質與服務創新因素對於民宿的經營佔很重要的因素，而民宿的服務與創新性在遊客的實際體驗後，會影響到遊客的滿意度進而影響到忠誠度。 The study investigated the sightseeing tourists’ consumer behavior of choosing guesthouses in Kenting area. The study used a questionnaire including the factors of the Bad and Breakfast service quality, service innovation, experience marketing and others to examine Bad and Breakfast industries’ service quality and innovative nature. After the visitors’ experiencing real feelings, whether it would affect customer satisfaction, and further affecting customer loyalty. This study focused on the accommodation of Kenting visitors. There were 1000 questionnaires delivered in total, and valid questionnaires were 492 after deducting invalid questionnaires. The results showed that the relationship among the quality of service, service innovation, and experiential marketing demonstrated significantly positive impact. Intermediary relationship existed in service quality on service innovation and customer satisfaction. Intermediary relationship existed in customer satisfaction on service innovation and customer loyalty. Intermediary relationship existed in experiential marketing on service innovation and customer satisfaction. Tangibility and assurance of service quality had significant differences in demographic variables. Based on the findings, service quality and service innovation were important factors for Bad and Breakfast business. Bad and Breakfast service and innovative would affect tourist satisfaction and thereby affect loyalty after practical experiences of the tourists.
