南華大學機構典藏系統:Item 987654321/17442
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 18278/19583 (93%)
造访人次 : 970762      在线人数 : 808
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/17442


    题名: 民宿形象、新奇性與計畫行為理論之研究－以清境地區民宿為例
    其它题名: B & B Image, The Novelty And The Theory Of Planned Behavior--Chingjing Region B & B
    作者: 蔡儒華
    Tsai, Ju-hwa
    貢獻者: 休閒產業經濟學系
    賴文儀
    Wen-yi  Lai
    关键词: 計畫行為理論;民宿;形象;新奇性
    Theory of Planned Behavior;novelty;image;Bed and Breakfast
    日期: 2013
    上传时间: 2014-12-23 13:50:42 (UTC+8)
    摘要: 　　近年來政府大力推展觀光旅遊，各地知名景點陸續舉辦應景活動，遊客產生群聚效應。民宿因旅客住宿需求，又政府於民國90年12月訂定民宿管理辦法，民宿有如雨後春筍般地興起。　　　本研究藉由便利抽樣問卷資料歸納與統計分析的運用，探討民宿形象、新奇性和計畫行為理論與民宿消費者再宿民宿的影響，並提供民宿業者經營策略參考，以利建立競爭優勢。　　　本研究發現：1、民宿的形象對於民宿消費者再宿民宿意願有正向顯著影響。2、民宿的新奇性對於民宿消費者再宿民宿意願有正向顯著影響。3、民宿消費者對於民宿的態度與再宿民宿意願有正向顯著影響。4、民宿消費者對於民宿的主觀規範與再宿民宿意願有負向顯著影響。5、民宿消費者對於民宿的知覺行為控制與再宿民宿意願有正向顯著影響。此研究結果期盼能提供民宿產業經營的新思維，為民宿的美夢世界陸續注入新活力，使民宿理想國得以永續經營。
    　　The government actively promotes tourism, many activities for tourists around the well-known tourists attractions are organized Tourists give rise to cluster effect .In response to visitor accommodation problems, the＂ Regulations for the Management＂ proposed on December 12, 1990 promote the built of hotels speedily.　　　In this study, convenience sampling questionnaire research methods and statistical analysis are used, the relationship of cause and effect between the B&B image and novelty and the theory of planned behavior and business strategy are explored. This study will offer guesthouse owners reference to have better competitive advantages.　　　The study found: 1) the better image the B & B is,the more significant positive impact is on the B&B consumers to re-hostel the B&B;2) the higher novelty the B&B is, the more significant positive impact is on the B&B consumers to re-hostel the B & B;3)The better attitude the B&B consumers have to the B & B ,the more significant positive impact is on the B&B consumers to re-hostel the B&B; 4) the more subjective norm the B&B consumers have to the B & B, the more significant negative impact is on the B & B consumers to re-hostel the B & B;5)the stronger the perceived behavioral control of B & B consumers is, the more significant positive impact is on the B & B consumers to re-hostel the B & B. The results of this study are expected to provide new thinking to B&B business. Hostel Industry for B&B is gradually injected new life into the dream world of B & B and this ideal business can last long.
    显示于类别:[文化創意事業管理學系] 博碩士論文-休閒產業碩士班(停招)

    文件中的档案:

    档案 描述 大小格式浏览次数
    101NHU05571012-001.pdf1256KbAdobe PDF470检视/开启
    index.html0KbHTML271检视/开启


    在NHUIR中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈