遊客對渡假旅館的吸引力、滿意度及忠誠度之研究

A Study on the Travelers' Attractiveness, Satisfaction and Loyalty toward for Resort Hotel

10.6132/JCM.2009.5.2.06

王明元(Ming-Yuan Wang)；曾麗燕(Li-Yen Tseng)

渡假旅館 ； 吸引力 ； 滿意度 ； 忠誠度 ； Resort Hotel ； Attractiveness ； Satisfaction ； Loyalty

商業現代化學刊

5卷2期（2009 / 11 / 01）

71 - 86

繁體中文

本研究旨在探討遊客對渡假旅館的吸引力、滿意度以及忠誠度的差異因素，提供渡假旅館決策者參考，提升未來渡假旅館在有限的資源下，規劃符合目標需求的遊憩環境創造優勢地位。本研究首先探討相關文獻做爲研究理論的基礎，經信度與效度檢驗後專家修正，編制問卷施測，施測對象爲宜蘭山泉渡假飯店、會文山芙蓉渡假飯店、墾丁悠活飯店、墾丁福華飯店、墾丁凱撒飯店、台東那魯灣飯店、台東知本統茂溫泉旅館等渡假旅館的消費者，共發問卷350份，回收有效間卷309份，回收率爲88%。使用套裝軟體SPSS14.0版進行資料分析，以描述性統計、因素分析、變異數(ANOVA)與廻歸分析進行資料分析。研究結果顯示：渡假旅館遊客之社會背景在吸引力有顯著差異，渡假旅館遊客社會地位對滿意度有顯著差異，渡假旅館遊客之吸引力、滿意度對忠誠度有顯著影響。

The purpose of this study is to investigate the relationship among travelers' attractiveness, satisfaction and loyalty for their properties. According to research results, we propose several specific suggestions as future references for resort hotel to manage and decide a policy. The other one is creation of dominant position. At the first, the study exploring related literature by the reliability and validity of the amendment expert examination, as well as survey questionnaire preparations to traveler of 7 resort hotels in Taiwan. This study adopts questionnaire survey to collect data. A total valid questionnaire has 309 copies. Survey data were analyzed using descriptive statistics, factor analysis, One-way ANOVA and regression analysis. Research results showed: There is a significant difference of the attractiveness and satisfaction of travelers' personal characteristics. The attractiveness and satisfaction of resort hotel travelers has positive effect on their loyalty.