本論文主要目的在於探討置入在地農產品行銷之民宿其遊客消費行為研究之關係。本研究受試對象為曾入住於南投縣老五民宿的旅客，依其住宿體驗，並以購買當地的農產品為主要問卷的內容，探討遊客其購買動機，並是否增加其旅遊意象，產生地方依附情感之研究。 本研究以問卷方式加以詢問，共發放130份問卷，回收有效問卷115份，有效量表回收率為88.46%。並以敘述性統計、t檢定、單因子變異數分析、相關分析、卡方檢定等統計方法進行驗證分析，本研究結果如下所述：一、 遊客選擇有置入在地農產品行銷之民宿的主要動機依序為:民宿的環境與體驗性、民宿的寧靜與質樸性、民宿的便利性。二、 經由群集分析(Cluster Analysis) 將選擇有置入當地農產品行銷之民宿的遊客分成五大類群:環境特質型、效益追尋型、便利型、嘗試型、以及綜合型。三、 選擇有置入在地農產品行銷之民宿的遊客之社經背景對民宿需求重視因子具有顯著差異性. The main purpose of this paper is to investigate the marketing of agricultural products into the local B & B and its tourist consumer behavior research relationships. The study subjects for travelers who stay in Nantou County Five residence, according to their lodging experience, and marketing of local produce mainly the questionnaire, visitors to explore its purchase motivation, and whether to increase its tourism image, generate local attachment Research emotion. In this study, to be asked by questionnaire, a total of 130 questionnaires, 115 valid questionnaires, the effective scale recovery was 88.46%. And descriptive statistics, t-test, ANOVA, correlation analysis, chi-square test and other statistical analysis methods to verify the results of the study are as follows: First, select the primary motivation of tourists into the marketing of local produce and Breakfast in the following order: B & environmental and experiential. Tranquility and simplicity of B & B's. B & convenience.Second, through cluster analysis (Cluster Analysis) will choose the marketing of agricultural products into the local B & B visitors into five groups: environmental characteristics Type benefit sought-friendly and comprehensive attempt to type.Third, choose the marketing of agricultural products into the local B & B visitors socioeconomic background of the B & B needs attention factor has significant differences.
