民宿遊客住宿體驗對行為意向之影響－服務知覺價值之中介效果探討

The Relationship between Lodging Experience and Behavior Intentions of Visitors in Bed & Breakfast Accommodations-The Mediating Effect of Perceived Value of a Service

10.29938/TWTOURISM.200805.0375

林舜涓(Shun-Chuan Lin)；蔡佳燕(Chia-Yen Tsai)

民宿 ； 住宿體驗 ； 服務知覺價值 ； 行爲意向 ； Bed & Breakfast ； experience ； perceived value of a service ； behavior intention

臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集

2008年度（2008 / 05 / 01）

375 - 387

繁體中文

旅館的產品和服務極易受到競爭者的複製與模仿，產品的同質化使得業者常在不自覺中掉進入了「商品化」的陷阱裡，而國人投宿觀光旅館人數逐年下降隠喻著旅館產品規格化的結果已經不能滿足民眾對住宿品質的要求。體驗是阻止商品化的最佳方式。當國內大部分的觀光旅館還是呈現較爲制式化的建築和設計時，民宿業者卻已經以打造獨特的住宿環境成爲國人休閒投宿的首要選擇，意味著企業競爭的優勢在於傳遞良好的消費體驗才能提升消費者感受的知覺價值，進而影響其行爲意向。 本研究以文獻探討爲主並透過與民宿業者與顧客深度訪談的方式設計問卷。針對413位民宿住客調查資料顯示，住宿體驗和服務知覺價值有顯著的正向相關，而住宿體驗的「情感體驗」構面是唯一對「品質」、「情感反應」、「貨幣價格」、「行爲價格」、「聲譽」等服務知覺價值構面皆有影響的變數。住宿體驗與服務知覺價值會影響民宿顧客的行爲意向，而顧客的住宿體驗會透過服務知覺價值而影響其行爲意向。

The products and services of a hotel are easily duplicated and imitated by the competitors, homogeneous products and services trapped hotels into a commercialization. That the number of local people staying in hotels has been decreasing gradually suggests the standardization of products and services cannot meet the customers' requirements. Experience is the best way to keep them from commercialization. While most tourist hotels show similar custom built and design, the unique lodging environment of bed & breakfast becomes people's foremost consideration when they choose accommodations. It indicates the advantages in business competition are to improve customers' service perceived value through providing customers valuable experience, further influence their behavioral intention after sale. Literature reviews, in-depth interviews with Bed and Breakfast owners and visitors form the base of developing the survey instrument. Results from a survey of 413 bed & breakfast visitors revealed lodging experience and service perceived value were significantly correlated, ”feel experience” was the only feature that could influence five underlying dimensions including ”emotional response,” ”monetary price,” ”quality,” ”reputation,” and ”behavioral price”. Lodging experience has an effect on behavioral intention of visitors in bed & breakfast. Visitors’ lodging experience had influence on their behavioral intentions and the moderating effects of perceived value.