民宿旅客消費者行爲之研究－以花蓮地區爲例

Consumer Behavior of B&B Tourists: Case in Hualien

10.29704/JDIT.200612.0009

陳淑芬(Shu-Fun Chen)；邱天佑(Tien-You Chiu)

民宿 ； 生活型態 ； 動機 ； 滿意度 ； 忠誠度 ； bed and breakfast ； life style ； motivation ； satisfaction ； loyalty

大漢學報

21期（2006 / 12 / 01）

155 - 173

繁體中文

隨著周休二日，休閒旅遊概念逐漸轉向鄉野體驗、享受自然，追求身心休養及結合人文寓教於樂；民宿結合豐富的區域環境資源，能滿足消費者親近大自然，體驗鄉土風俗民情之期望，提供消費者有別於旅館的住宿選擇。本研究以渡假生活型態爲基礎，藉以區隔出不同消費族群的需求與特性，瞭解消費者參與民宿活動時的消費動機及住宿滿意度。樣本共有436位前來花蓮民宿住宿旅客填答問卷並進行分析，以生活型態之主成分因素分析萃取出五個因素，分別命名爲「家庭取向」、「遠離日常生活」、「社交聯誼者」、「週末旅遊者」與「享受生活者」；再經階層集群分析，將樣本區分成三群分別命名爲「家庭週末相聚型」、「放鬆解壓型」與「自然環境品味型」三個消費族群。研究結果顯示不同渡假生活型態的民宿旅客消費群其投宿動機、滿意度與忠誠度均有顯著差異。各群的消費者特性，家庭週末相聚型動機重視「寧靜、親情與鬆弛身心」，滿意度重視「環境休閒與景觀特色」與「安全設施」。放鬆解壓型在動機上重視「旅遊規劃與懷舊」，在住宿滿意度重視「活動規劃」；職業以「學生」比其他兩群多；沒有子女最多；每月所得爲三群中最低者。自然環境品味型在各個住宿滿意度因素都很平均。年齡主要以中高年齡層最多。

With the coming of two days weekend, the conception of leisure travel has gradually turned into experiencing the rural place, enjoying the nature, pursuing the relaxation of body and mind and combining education with pleasure; B&B (Bed and Breakfast) brings together the abundant resources of the surrounding region, it can satisfy consumers' desire of getting in touch with the nature and experiencing the local customs, thus offers an alternative choice to consumers other than hotel. This study is based on vacation lifestyle to distinguish the needs and characteristics of different consumer groups and to understand the consumers' motivation of joining B&B activities and the degree of stay satisfaction. We have selected 436 tourists, who came to Hualien and lived in B&B, to fill out the research polls and analyzed these polls. We extracted five factors by principal component analysis of the lifestyle, they are named, respectively, ”family oriented”, ”get away from daily life”, ”social interaction”, ”weekend trip” and ”life enjoyment”; after Hierarchical Cluster Analysis, we separated the sample into three consumer groups and named them ”family weekend gathering”, ”relaxation and stress release” and ”environment taste”. Results of the study indicated that different consumer groups of B&B tourists differ remarkably in their motivation in choosing home stay, degree of stay satisfaction and loyalty. Concerning the characteristics of each consumer group, the ”family weekend gathering” group emphasizes their motivation on ”quiet, family relationship and relaxing the body and mind”, their degree of stay satisfaction on ”leisure surrounding and scenery features” and ”safety equipments”. The ”relaxation and stress release” group emphasizes their motivation on ”trip planning and reminiscing the old time” and stay satisfaction on ”activity planning”, their profession tends to be ”students” more than the other two groups, mostly with no children, and have the lowest monthly income among the three groups. The ”environment taste” group has the most balanced distribution of all factors of stay satisfaction, and people in this group mostly belong to the middle and elder age range.

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