| 摘要: | 遊客對於民宿品牌定位的認知及選擇的考量因素，會影響其住宿的意願。本研究選定清境地區25家民宿樣本的個別遊客作為研究對象，藉由多元尺度法所描繪出的知覺圖，分析清境地區之民宿在遊客心目中期望及滿意定位差異，加上成對T檢定分析整體期望與滿意的落差情形。經由實證分析顯示，在期望定位知覺圖中，發現娜嚕灣與雲海民宿為競爭群1；明琴、淳境、寞內及竣悅為競爭群2；景聖、雲舞樓、白雲、佛羅倫斯為競爭群3；歐風小鎮、普羅旺斯、愛力家為競爭群4；星光流域與長白山為競爭群5；觀星園、豐田農場、維也納、妙君的家、珂之幄、以馬內利、雲濛仙境、黃慶果園以及珍谷則形成一大競爭群6。在滿意定位整體知覺圖中，綠邑田園、維也納及長白山農場民宿為競爭群1；雲海景觀、娜嚕灣、竣悅、莫內花園及普羅旺斯為競爭群2；明琴、歐風小鎮、星光流域、佛羅倫斯、清境白雲及淳境為競爭群3；雲濛仙境、雲舞樓、珂之幄、黃慶果園、豐田農場、觀星園、愛力家、景聖山莊及以馬內利視為競爭群4。期望與滿意定位中競爭關係的改變，主要原因是因為遊客對民宿屬性的期望與滿意出現落差。在清境地區民宿的經營上，建議業者應改善的民宿屬性為民宿醫療設備、民宿整體安全、民宿房價、民宿消防設施、房間隱私性。
Since visitor’s perceptions to B&B brand positioning will affect their willingness to make decisions, and to understand the differences of product positioning perceived by customers is important. In this study, a Multidimensional scaling (MDS) was used to investigate the perceptions of B&B visitors. It indicated that the B&B sweeps, the quality of the whole service, hotel safety, the professional knowledge and service attitude of the employee and the price affected B&B visitor’s purchase decisions. According to the perceptual map, in expect brand positioning, NO LU WAN B&B and YUN HAI B&B are the competitor groups 1; MING CHIN B&B, CHUN CHING B&B, MO NEI B&B and CHUN YUEH B&B are the competitor groups 2; CHING SHENG B&B, YUN I LOU B&B, PAI YUN B&B and FO LO LUN SSU B&B hotel are the competitor groups 3; OU FENG HSIAO CHEN B&B, PU LO WANG SSU B&B and AI LI CHIA B&B are the competitor groups 4; HSING KUANG LIU YU B&B and CHANG PAI SHAN B&B are the competitor groups 5; KUAN HSING YUEN B&B, FENG TIEN B&B, WEI YEH NA B&B, MIAO CHUN B&B, KO CHIH WO B&B, I MA NEI LI B&B, YUN MENG HSIEN CHING B&B, HUANG CHING B&B and CHEN KU B&B hotel are the competitor groups 6. In experience brand positioning, LU I B&B , WEI YEH NA B&B and CHANG PAI SHAN B&B hotel are the competitor groups 1; YUN HAI B&B, NO LU WAN B&B, PU LO WANG SSU B&B, CHUN YUEH B&B and MO NEI B&B are the competitor groups 2. MING CHIN B&B, OU FENG HSIAO CHEN B&B, HSING KUANG LIU YU B&B, FO LO LUN SSU B&B, PAI YUN B&B and CHUN CHING B&B are the competitor groups 3. YUN MENG HSIEN CHING B&B, YUN I LOU B&B, KO CHIH WO B&B, HUANG CHING B&B, FENG TIEN B&B, KUAN HSING YUEN B&B, AI LI CHIA B&B, CHING SHENG B&B and I MA NEI LI B&B are the competitor groups 4. |
