| 摘要: | 近年來台灣觀光休閒產業蓬勃發展，觀光活動會帶動住宿需求，而民宿的住宿型態也慢慢取代觀光飯店與旅館，成為遊客選擇住宿的重要選項之一。鑒於民宿對地方觀光產業發展的重要性，如何有效運用民宿特色，增加遊客住宿意願，已成為民宿經營管理的重要課題。由於近年來水金九地區觀光人潮爆增，住宿問題倍受關注，因此本研究以新北市「瑞芳區」80家合法民宿為研究範圍，針對到此住宿的遊客為研究對象，以量化研究的方式，透過問卷調查法收集初級資料，探討民宿特色與住宿意願間的關聯性。本研究希望透過遊客的想法，更深入瞭解民宿特色對住宿意願的影響力，期望對未來民宿業者的經營與產業發展有所貢獻。
本研究之預試問卷是從瑞芳區80家合法民宿中抽取6家好客與魅力民宿之遊客，共發放120份，回收110份，有效問卷100份。預試問卷經修改後，進行正式問卷發放，共發放600份問卷，扣除無效問卷後，共得370份有效問卷。
研究結果發現：H1、H3和H5的假設獲得支持，而H2和H4的假設未獲得支持。也就是民宿特色中的民宿地點與週遭環境、室內空間與感受和民宿主人的經營與管理對住宿意願有顯著影響；而民宿建築風格和房內設備與用品對住宿意願無顯著影響。
從經營管理的觀點建議民宿業者可透過增加住宿的安全感與隱私的維護、提供充足旅遊資訊、熱情親切的服務、準備足夠的停車空間等方式來吸引遊客。
As the tourism industry has been growing more and more prosperously, the demand for travel accommodations is also increasing concurrently in Taiwan. Although there are several types of travel accommodations, bed & breakfast (B&B), which takes place of hostels and hotels, has become one of the most popular options for tourists. In order to increase the customers’ willingness to stay at B&Bs and improve the local tourist development, how to effectively utilize the local specialties and the B&B’s characteristics has become a vital issue for the managers. On the other hand, due to the reason that the number of tourists in Tamsui-Jinshan-Jiufen is increasing rapidly, the accommodation issues are being more concerned than usual. Using the questionnaires method, this research examined 5 hypotheses to explore the relationship between B&B's characteristics and customer accommodation willingness in the Rueifang district of the new Taipei city.
In the beginning, 120 preliminary questionnaires were given to the visitors from 6 B&Bs, which were selected based on their hospitality and charm, out of 80 registered B&Bs in the Rueifang district. After receiving 110 questionnaires, the preliminary questionnaires were modified based on the responses of visitors from 100 completed questionnaires. Then, 600 questionnaires were equally distributed to the visitors of the same B&Bs. A total of 370 valid completed questionnaires were collected.
Analysis showed that the hypotheses H1、H3 and H5 were supported by the responses of visitors, while hypotheses H2 and H4 were not. It means that the B&Bs’ location, surrounding environment, interior space, visitor’s perception, and host strategy in maintaining business have a significant impact on the repurchasing intention of visitors. On the contrary, the style and the interior equipment of the B&B do not have a sufficient impact on their repurchase intention.
From the management point of view, B&B owners could attract more tourists by improving the special lodging of security and privacy, providing adequate tourist information, warm and friendly service, and preparing sufficient parking space to welcome guests. |
