為瞭解南投地區休閒民宿消費者之住宿動機、住宿體驗、休閒利益與顧客忠誠度之關聯性及其差異情形，本研究以問卷調查法進行探討，並以SPSS統計套裝軟體進行因素分析、單因子多變量變異數分析、徑路分析及典型相關分析等方法進行資料分析。研究結果發現，民宿旅客之住宿動機以「民宿形象」、「地方特色」及「社會需求」等因素為主；住宿體驗方面，則最重視「內在心境」與「自然環境」之體驗感受；而旅客於住宿後所自覺之休閒利益，以「紓解身心壓力」因素較高，其次為「充實生活內涵」之利益。研究同時發現，影響顧客忠誠度之主要因素為住宿體驗的直接效果，其次為住宿體驗透過休閒利益所產生之間接影響效果，而住宿動機透過休閒利益間接影響顧客忠誠度的效果較小。因此，依據研究結果建議民宿業者於擬定行銷策略之前，應充分瞭解民宿消費者之需求與行為特性，並應以提昇旅客之住宿體驗感受為首要重點，其次為提昇旅客之休閒利益與加強旅客之住宿動機；並建議政府施政單位除了輔導民宿結合當地之產業特色、民俗文化、自然景觀環境特色與生態資源外，更應有效宣導文化、生態、環境等資源維護之重要性，避免過度開發造成環境破壞，進而影響民宿旅客的住宿體驗品質。 The purposes of this research aimed to analyze the differences and relationships among the stay motive, experience, benefit and customer's loyalty by questionnaire investigation method. The statistical analysis method included factor analysis, one-way MANOVA and canonical correlation. The results found that the subject motive takes ‘home-stay image’, ‘local characteristic’ and ‘social need’ factors as the core mainly. The passengers pay attention to the ‘inherent mental state’ and ‘natural environment’ factors most in getting stay experience. Passenger's conscious leisure benefits after getting stay were the factors of “releasing pressure of physical and psychological” and “substantiating life intension”. By the method of path analysis, this study also found that the direct effects that influencing customer's loyalty was mainly with the stay experiences, and the next was the indirect effects of experience producing through leisure benefits. Customer’s loyalty was relatively little indirectly effects of stay motive producing through leisure benefits. This study suggested that home-study owner should pay the utmost attention to the main guest's demand of group while making up management and marketing strategy. It should also continually enrich the stay experience; leisure benefit and motive for enhance customer’s loyalty. The study proposed that government except that coach the home stay owner to combine the local characteristic, folk culture, environmental characteristic of natural landscape and ecological resource, should also declare the importance of such resources as the culture, ecology, environment protection, and prevent overdeveloping from causing environmental disruption that will seriously influence the quality of home stay.
