城市民宿旅客之消费者行为探讨-以台中地区为例.PDFVIP

稻江學報第五卷第一期 1 城市民宿旅客之消費者行為探討－以台中地區為例 葉龍泰 1、何虹穎 2、黎郁君 2、陳筱青 2、鄭富元 3* 1稻江科技暨管理學院餐旅管理學系講師 2稻江科技暨管理學院餐旅管理學系學生 3稻江科技暨管理學院餐旅管理學系助理助授 摘要 「城市民宿」是因應現代人「都會區旅遊與住宿」的需求所衍生的居住空間，除了大飯店、商務旅館與 汽車旅館外，又一項新的選擇。因此本研究將探討城市民宿興起的原因及旅客對城市民宿的消費者行為。本 研究以台中城市民宿「逢甲7號」的消費者為研究對象，以問卷的方式調查，總共發放250份問卷，實際回收 有效問卷為200份，有效問卷之回收率為80%。主要目的在了解民宿旅客選擇動機與背景資料之間的關係，並 檢定投宿前後期望程度與滿意程度的差異性。希望藉由研究結果與建議，提供民宿業者作為參考。分析結果 發現選擇城市民宿的動機，主要以民宿主人熱情接待讓我覺得親切、民宿環境使人有鬆弛身心的感覺與朋友 推薦、報章雜誌報導或網路這三項為主要因素。旅客背景資料檢定方面，性別、年齡、婚姻顯著地會影響選 擇城市民宿動機(p0.05)。就整體來說，住宿前後的滿意程度差異雖不大，但仍可從中推測投宿者對城市民宿 的選擇還是存在的，故經營者可以針對旅客最期望的部分繼續加強，以吸引消費者的再度光臨。 關鍵詞: 城市民宿、動機、滿意度、消費者行為 稻江學報第五卷第一期 2 The study on consumer behavior of city home stay in Taichung County Lung-Tai Yeh1, Hung-Ying Ho2, Yu-Chun Li2, Hsiao-Ching Chen2, Fu-Yuan Cheng*3 1 Lecturer, Department of Hospitality Management, Toko University 2 Student, Department of Hospitality Management, Toko University 3 Assistant Professor, Department of Hospitality Management, Toko University Abstract The “City Home Stay” is a new choice for modern people to stay in a city, except hotels, commercial hotel and motel. Therefore, the aim of this study was to discuss the reasons for emerging of City Home Stay and the consumer behavior of the City Home Stay travelers. The research uses questionnaire to investigate the consumers of ” Feng Chia Seven ” which located at the Taichung city. Two hundred and fifty questionnaires were submitted and two hundreds valid questionnaires were returned, the effective return rate of questionnaires were 80%. Our work mainly researched the relationship between motivations and basic data of the Home Stay travelers and tested the significant differences on expectations and satisfaction before and after staying in that. The results could be referred to who were running the business or plan to do so. The analysis of survey indicated the main motivations of the Home Stay travelers were “the Home Stay host receives me cordially and let me feel geniality”, “the Home Stay environment let me relax