以多元尺度分析探討民宿定位之研究－以小琉球地區民宿為例

南華大學機構典藏系統 > 管理學院 > 旅遊管理學系(旅遊管理碩士班) > 博碩士論文-旅遊管理碩士班 > Item 987654321/26605

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題名:	以多元尺度分析探討民宿定位之研究－以小琉球地區民宿為例
其他題名:	Multi-Scale Analysis and Discussion Research on The Orientation of B&B--Take Xiao Liuqiu Area Bed and Breakfast as an Example
作者:	曾瓊慧 TSENG, CHIUNG-HUI
貢獻者:	旅遊管理學系旅遊管理碩士班丁誌魰 TING, CHIH-WEN
關鍵詞:	民宿;服務品質;滿意度;定位;多元尺度法 B&B;Service Quality;Satisfaction;Positioning;Multidimensional Scaling Analysis (MDS)
日期:	2018
上傳時間:	2018-12-20 16:40:52 (UTC+8)
摘要:	屏東縣琉球鄉（小琉球）地質特殊、生態豐富，2000年小琉球風景區併入大鵬灣國家風景區範圍。本研究主要目的是利用定位理論探討小琉球民宿的屬性認知差異，以遊客角度探討當地民宿的服務品質、與活動行程作為衡量屬性，並以李克特尺度量表探討遊客對於小琉球民宿的評比屬性重視程度、遊客滿意程度，以建構遊客對於小琉球民宿的定位，以作為小琉球民宿市場定位策略之參考。回收問卷經信效度檢測通過後，得到加權評分評分表及知覺定位圖，並進一步進行知覺定位分析。分析之目的在瞭解遊客之想法，並配合知覺定位圖做為輔助分析工具，進而為小琉球各個民宿研擬定位策略的方向。　　研究結果顯示民宿之評比屬性以「服務品質」中的「可靠性」與「保證性」最被重視，再依問卷分析數據，以多元尺度分析描繪知覺圖，由知覺定位圖顯示，民宿B、民宿D與民宿F在各項評比上皆有較高評價，在民宿評比中為領先群；民宿A、C、E為同一競爭群表現較差，在小琉球民宿中為潛力群，在各項屬性表現上雖不及領先群，若能在策略上有所調整，相信仍有急起直追之機會。　　Ryukyu Township, Pingtung County has special geological, rich in ecology, Ryukyu scenic area into the Dapeng Bay National Scenic Area in 2000. The main purpose of this study is to use the theory of location to explore the differences in the attributes of the small Ryukyu B & B, to explore the service quality of the local B & B from the tourist's point of view, and the activity schedule as a measure of the property, and to explore the visitor's rating on the small Ryukyu B & Attribute the degree of attention, the degree of tourists satisfaction, in order to build tourists positioning for the small Ryukyu B & B, as a small Ryukyu B & B market positioning strategy reference. Recycling questionnaire was tested by the reliability and validity of the questionnaire to obtain a weighted score scale and perceptual location map, and further perceptual location analysis. The purpose of the analysis is to understand the tourist's idea and coordinate the perceptual location map as an auxiliary analysis tool to further develop the orientation strategy for each B & B in Little Ryukyu.　　The results of the research show that the evaluation attributes of B & B are the most important ones in terms of ＂reliability＂ and ＂guarantee＂ in ＂service quality＂. Based on the questionnaire analysis data and the multi-scale analysis and description of perception maps, B & B No. B, D and F have a high rating in all competitions and are the leading group in B & B rating; B & B No. A, C and E are less competitive in the same competition group, potential group in the small Liuqiu B & B, Although the performance is less than the leading group, if the strategy can be adjusted, I believe there is still a catch-up opportunity.
顯示於類別:	[旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班

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