遊客住宿行為之研究－以澎湖觀光旅遊為例

A Study of Visitors' Accommodation Behavior - the Example of Penghu as Tourism Destination

王珮馨(Pei-Sin Wang)；白如玲(Ru-Ling Pai)

住宿需求 ； 住宿滿意度 ； 再宿意願 ； Accommodation Demand ； Accommodation Satisfaction ； Repurchase Intention

島嶼觀光研究

9卷4期（2016 / 12 / 01）

67 - 87

繁體中文

本文以EKB 消費行為模式理論來探討澎湖觀光旅遊之遊客住宿行為。其中遊客住宿行為探討遊客住宿需求、住宿滿意度、再宿意願之間的關係，利用問卷調查法針對澎湖遊客進行問卷調查，問卷調查期間為2014 年6 月30 日至2014年9 月30 日，進行3 個月的施測時間，共回收有效問卷212 份；採用描述性統計研究分析、因素分析、變異數分析對問卷結果進行探討，獲得以下結果：遊客屬性以女性、未婚、大學學歷、學生、北部地區及個人月收入一萬元以下者居多，住宿/旅遊動機大多是為了和朋友培養感情、增進友誼、為了放鬆與休憩，資訊搜尋以親友的經驗為考量，住宿評估中環境整潔、衛生與價格為最重要。本研究分別對地方政府與住宿業者提出參考建議，地方政府可舉辦國際性比賽、配合航空站及輪船離到站時刻，加發公車班次、推出澎友卡享有搭乘優惠；住宿業者與活動相關單位合作、與雜誌編輯者配合訪談以提高曝光率、提供機場及港口免費接駁、租車資訊。整體住宿滿意度分析，住宿旅客對於民宿業者提供的諮詢服務、態度親切，滿意得分程度最高。

In this study, by applying EKB model of consumer behavior to study the demand for accommodation and accommodation satisfaction and the relationship between the repurchase intentions. The questionnaire was used as an instrument and Penghu tourists as sample subjects. The survey was conducted from June 30, 2014 to September 30, 2014. A total of 212 valid questionnaires were collected for three months. Descriptive statistical analysis, factor analysis, and variance analysis were used to investigate the results of the questionnaire, and the following results were obtained: The majority tourists are female, unmarried, college degree and students. Most of them live in the northern region and their monthly incomes are less than 10,000. Most of their accommodation choices and travel motives are intended to cultivate friendships and enable themselves to relax. Besides, the information collect is based on the experience of their friends and relatives. The most important criteria in the assessment of accommodation are cleanliness, hygiene and price. This study provides suggestions to the local government and homestay industry respectively. The local governments can organize international competitions. Also, increase the frequency of bus connections to the airport and the pier, and offer a Penghu friend card that offers some discounts to tourists taking a shuttle bus. Homestay industry cooperate with event-related organizations as well as interviews with journal editors to improve the exposure, providing free airport and port access, car rental information. In summary, the overall satisfaction analysis of tourists' show that they are satisfied with hotel they lived provides visitors with their advisory services and friendly service.

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