景觀知覺與景觀偏好影響消費者選擇民宿之消費意圖研究

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/23292

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Title:	景觀知覺與景觀偏好影響消費者選擇民宿之消費意圖研究
Other Titles:	The Influences of Landscape Perception and Preference on Bed & Breakfast Consumers' Behavioral Intension
Authors:	朱賜月 Chu, Ssu-Yueh
Contributors:	旅遊管理學系旅遊管理碩士班許澤宇 Che-Yu Hsui
Keywords:	消費者行為意圖;恢復性環境;景觀偏好;知覺自然度;複合式景觀 Consumer Behavioral Intentions;Restorative Environment;Landscape Preferences;Perception naturalness;Compound-Landscapes
Date:	2015
Issue Date:	2015-09-08 13:54:36 (UTC+8)
Abstract:	本研究探討消費者對不同建築風格之民宿偏好，利用常見的四種民宿建築風格(地中海式、閩南式、歐式、日式)，分別搭配凍原、草原、海景、針葉林、闊葉林和熱帶雨林，組合成二十四張民宿景觀合成圖，透過視覺模擬的方式來進行。受測者在看過這些虛擬實境之合成圖後，再以問卷的方式評估景觀知覺自然度、景觀偏好、復癒性及消費意圖。研究結果發現，消費者景觀偏好高其消費意圖亦高，復癒性為完全中介效果。而年齡層不同其偏好的建築風格亦極大的不同，其中29歲以下的年齡層最喜歡地中海式的建築風格搭配海景；30-39歲和60歲以上的年齡層最喜歡的是日式的建築風格搭配海景；40-59歲的年齡層最喜歡的是歐式的建築風格搭配海景，消費意圖平均值最高為地中海式的建築風格搭配海景，而歐式建築風格搭配雨林卻屬敬陪末座，因此建築風格仍應搭配適切之自然景觀，始可有效刺激遊客之消費意圖。研究結果可提供民宿業者選址及庭園造景設計參考。　　This study consumer preferences of different architectural styles of the bed and breakfast, B & B use four common architectural styles (Mediterranean, Taiwanese, European, Japanese-style), respectively, with tundra, grasslands, sea view, coniferous forest, broadleaf forest and rainforest, combined into composite image twenty-four B & B landscape through visual analog manner. Subjects were after reading these composite image of virtual reality, and then to the questionnaire assessed perception naturalness of the landscape, landscape preferences, restorative environment and consumer behavioral intentions. The results found that consumers prefer the landscape of its high consumption intention is also high, restorative environment of complete mediation effect. The ages of different architectural styles which have greatly different preferences, including 29 under the age of ages favorite Mediterranean architectural style with sea views; 30-39 years of age and over 60 years of age favorite is the Japanese architectural style with sea views; ages 40-59 years old favorite is the European architectural style with sea views.Highest average consumer intent Mediterranean style architecture with a sea view, and European architectural style with rain, but the case in last place, and therefore should remain with the appropriate architectural style of the natural landscape, before they can be effective Visitors of intent to stimulate consumption.The results of this study can provide B & B industry location and garden landscaping design.
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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