以劇場理論觀點探討民宿服務接觸對知覺價值之影響－以墾丁民宿為例

Dramaturgical Theory to Measure the Influence of B&B Service Encounter on Percived Value-Take B & B around Kenting as Example

陳業宏(Yeh-Hung Chen)；李思慧(Su-Hui Li)；陳欣宏(Hsin-Hung Chen)

劇場理論 ； 服務接觸 ； 知覺價值 ； 民宿 ； Dramaturgical Theory ； Service Encounter ； Perceived Value ； B & B

運動健康休閒學報

4期（2013 / 06 / 01）

54 - 63

繁體中文

民宿近幾年於墾丁國家公園周圍區域快速成長，發展背後所反映的是國人旅遊需求，民宿經營者無不以滿足消費者的需求為最終考量。人們在滿足基本需求後，進而追求更深一層的需要，除求溫飽及人身安全外，對閒暇時間之休閒生活要求也相對提高，服務即成為相當重要的一環，因此，本研究的目的為以劇場理論觀點探討民宿服務接觸對知覺價值之影響。以恆春鎮墾丁地區台灣民宿協會會員之民宿消費者為研究對象，共計發放400份問卷，剔除無效問卷後，實際回收為309份，樣本資料回收後進行敍述性統計分析、獨立樣本t檢定、單因子變異數分析、相關分析、廻歸分析。研究結果顯示：（1）學歷對觀眾元素（共享服務場景的消費者，會因其他消費者行為、態度等而相互影響）及表演元素（服務的過程）有顯著差異；（2）同行人員對表演元素（服務的過程）有顯著差異；（3）場景元素對知覺價值有顯著影響；（4）表演元素對知覺價值之品質、貨幣價格及聲譽三構面有顯著影響；（5）演員元素對知覺價值之情感反應及聲譽兩構面有顯著影響。

B & B around Kenting National Park area is fast-growing in the recent years, the reflection behinds this development is the travel demands from people. Meeting the consumers' needs is the only and final consideration that B & B operators care about. People meet the basic needs, and thus to pursue a deeper level of need, in addition to seeking food , clothing ,and personal safety, the time of leisure life requirements also relatively improve, the service has also become a very important part, therefore, Bed and Breakfast service encounter affect the perceived value of the theater theoretical perspectives to explore by doing the study from the consumers who stays in the B & B of Kenting or Hengchun area that register at Taiwan Hostel Association, a total of 400 questionnaires were distributed, after excluding invalid questionnaires, the actual recovery of 309 samples recovered accordingly through descriptive statistical analysis, independent sample t-test , single-factor analysis of variance, correlation analysis, regression analysis. The results show: (1) academic audience elements (shared service scene of consumers, the interactions of other consumer behaviors, attitudes, etc.) and performance elements (service of process) are significantly different; (2) counterparts personnel significant differences in performance elements (process); (3) scene elements have a significant impact on the perceived value; (4) performance elements monetary price and the reputation of the three dimensions have a significant impact on the perceived value of quality; (5) Actor elements have a significant impact on the perceived value of the emotional reaction and reputation dimensions.

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