| 摘要: | 近年來觀光產業帶動民宿業的蓬勃發展，旅遊需求為主的民宿日趨多元，從以前民宿僅提供簡單的早餐及床位，到現在的經營者，結合地方特色與文化特產，也提供在地食材、採用當地時令的有機蔬菜，研究者根據自身經營民宿的經驗發現，消費者在訂房前都會詢問是否有提供餐飲的服務，因此是否供應選用季節性新鮮的當地食材，容易與當地的資源、文化作一緊密的結合，發展出獨一無二的特色同時增加地方旅遊觀光吸引力及顧客的忠誠度。故本研究主要在探討，不同顧客屬性之民宿遊客對於旅遊特色、餐飲需求與顧客忠誠度間的差異性；提供民宿遊客之餐飲需求對顧客忠誠度之影響；在地食材與民宿旅遊特色對顧客忠誠度之影響。
依據文獻回顧，歸納出在地食材、民宿旅遊特色、餐飲需求與顧客忠誠度等變項，在顧客忠誠度方面，以再訪意願、優先選擇、價格容忍度、與推薦行為等為依變項。研究對象為投宿宜蘭地區民宿之遊客進行問卷調查。採用問卷調查法以立意抽樣獲得有效樣312份。研究資料使用SPSS 22.0軟體，利用敘述性統計分析、信效度分析、相關分析以及迴歸分析驗證本研究之假設。
研究結果顯示在地食材、民宿旅遊特色、餐飲需求均對於顧客忠誠度有正向影響。其中不同背景教育程度與職業的餐飲需求對於顧客忠誠度有所差異。旅遊特色對民宿顧客忠誠度有影響程度最高。本研究結果將提供給民宿業者作為擬定具體行銷策略之參考，以創造出符合民宿業最大利益的價值。
In recent years, the tourism industry has driven the booming development of the B&B industry. The tourism demand-oriented B&B is getting more and more diverse from the previous homestays providing only simple breakfasts and beds to the current operators providing local food ingredients and local seasonal organic vegetables by integrating local specialties and cultural specialties. According to the experience of operating their own B&B, the researchers found that consumers would ask if there is any catering service before booking, so to use seasonal fresh local ingredients in combination with local resources and culture can develop unique characteristics and increase the attraction of local tourism and loyalty of customers. Therefore, this study mainly explored the differences among tourism characteristics, catering needs and customer loyalty among the tourists with different attributes, the impact of meeting the catering needs of the homestay visitors on customer loyalty; and the influence of local food and B&B travel characteristics on customer loyalty.
According to the literature review, the characteristics of local food ingredients, B&B travel characteristics, catering demand and customer loyalty were summarized as variables. Customer loyalty, revisiting willingness, preference, price tolerance, and recommendation behavior were the dependent variables. The personal traits section included gender, marriage, age, educational level, occupation, average monthly income, number of trips, number of stays, peers, reasons for choosing a B&B, and participation in a B&B project. Visitors to the Yilan area staying in B&B were surveyed by a questionnaire. This study used a questionnaire survey to obtain 312 valid samples via purposeful sampling. The research data was analyzed using SPSS 22.0 software, and narrative statistical analysis, reliability and validity analysis, correlation analysis and regression analysis were used to verify the hypotheses of the study.
The results show that the local food ingredients, the tourism characteristics of the B&B and the catering needs all have a positive impact on customer loyalty. The results of this study will be provided to the B&B operators as a reference for the development of specific marketing strategies to create value that is in the best interests of the B&B industry. |
