民宿體驗、旅遊意象、遊客滿意度與忠誠度影響關係之研究－以奮起湖地區為例

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Title:	民宿體驗、旅遊意象、遊客滿意度與忠誠度影響關係之研究－以奮起湖地區為例
Other Titles:	A Study of the Relationship among Leisure Experience Models, Tourism Image and Tourist's Loyalty--The B&B Case Study of Fencihu
Authors:	王伯文 Wang, Po-wen
Contributors:	旅遊事業管理學研究所沈進成 Ching-cheng Shen
Keywords:	民宿;體驗;旅遊意象;滿意度;忠誠度 Satisfaction;Tourism Image;Loyalty;Experience Marketing
Date:	2005
Issue Date:	2015-07-28 13:42:37 (UTC+8)
Abstract:	「阿里山」名聞中外，擁有豐富的天然景觀資產，深具休閒農業之發展潛力，近來縣政府以「奮起湖－日治時代阿里山開拓史」為發展主軸，積極推動觀光休閒產業，協助克服山區民宿合法化的困難，扶植民宿之營運，期待經由好客熱情的民風，可以讓國人更了解貼近山林和人文特色，並辦理如天籟音樂會等常態性的大型活動，以帶動觀光產業的蓬勃發展。　　　本研究以遊客休閒體驗模組、遊客意象及遊客滿意度與忠誠度間之關係為研究主題，並以奮起湖地區遊客為實證分析對象。研究結果發現：1.遊客到奮起湖旅遊平均約住宿一晩，與親友同遊住宿一至四人房為多，平均住宿費用大都以每晚每人400元以下，屬於週休二日兩天一夜的旅遊型態。2.奮起湖地區民宿遊客的體驗以情感體驗為最高，其次為思考體驗。3.在遊客意象方面認為奮起湖地區民宿主人服務熱誠待人親切為最高，其次為可接近大自然整體旅遊評價不錯。4.遊客人口統計變數中，年齡、職業、教育程度、平均收入及婚姻狀況等變數均對體驗有顯著差異之影響。5.在關係模式方面，實證結果發現：民宿體驗對旅遊意象有顯著正向影響、民宿體驗對遊客滿意度有顯著正向影響、旅遊意象對遊客忠誠度有正向的影響、遊客滿意度對遊客忠誠度有顯著正向的影響。6.旅遊意象及滿意度為民宿體驗影響忠誠度的重要中介變數，其中又以旅遊意象的中介效果較大。　　Alishan . is worldwidely famous for its abundant natural resources of scenery and owns the potential of developing the agriculture for leisure. Recently, with the central idea of “Fencihu-the exploring history of Ali Mount. during the Japanese-govering Period”, the county government has been promoting the tourism positively as well as helping the residents overcome the difficulties of local inns’ legality to improve the inns’ management. Moreover, in order to make people closer to the nature and understand the humanity of Ali Mount, the government regularly hold certain activities, such as “The Sounds of Music” Concert.　　　The main topics of this research are leisure experience models, tourism image and tourists’ satisfaction, and this research is conducted by taking the tourists in Fencihu as the analy sized samples. The results we found in this research are :1.The average duration of the visitors’ staying in Fencihu is about one day to stay overnight with the relatives or friends in a 4-bed room, and the average consumption is below NT400 per night for each person. This is the kind of types of two-day weekend traveling. 2.Feel Experience takes the first place in the experience model of tourists in Fencihu Region and sense Experience is followed. 3.As for the tourism image, the friendliness and enthusiasm of the inn hosts is the most highly valued in Fencihu Region, and being able to be close to nature is followed. 4.In vistors＇experience, there are obvious differences in the age,occupation, education level, average monthly income and marital status. 5.As to the relation model, the results of this study indicated that：⒜experience positively affected tourism image. ⒝experience positively affected tourism satisfaction.⒞Tourism image positively affected loyalty.⒟And tourist satisfaction positively affected loyalty. 6.Tourism image and satisfaction are the intermediate variables to B&B experience's influence on loyalty. The intermediate effect of tourism image is much stronger.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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