由於國內旅遊型態改變，一日遊大受歡迎，民宿受其衝擊，且現今民宿市場競爭激烈，民宿業者須提供符合旅客滿意的服務，以提昇顧客忠誠度，進而達到永續經營之目的。因此，本研究以消費者行為理論為基礎，建構一個民宿旅客滿意度與忠誠度線性結構模式，旨在探討民宿投宿動機、期望、旅遊意象、滿意度與忠誠度間之關係，以投宿古坑地區之民宿遊客為研究對象，透過問卷調查及線性結構模式來進行實證分析，期望對經營者和產業發展有所貢獻。本研究結果發現：1.旅客以男生、青壯年、收入中低、居住於中部大學生為主。2.到古坑地區旅客會先預定民宿，訊息來源以廣告得知，且與親友同遊，由大家共同決定住宿為多，平均個人住宿費用以每晚500至800元。3.在關係模式方面，實證結果發現：（A）旅遊動機 對行前期望、旅遊意象、滿意度皆有顯著正向影響；（B）行前期望對旅遊意象有顯著的正向影響；（C）行前期望對滿意度無顯著影響；（D）旅遊意象對滿意度有顯著的正向影響；（E）滿意度對忠誠度有顯著的正向影響；（F）民宿旅客之行前期望、旅遊意象為滿意度中介變項。 The ever-growing intense competition of domestic home stay facilities market necessitates the home stay facilities owners to provide service, features and settings which will meet customers’ satisfaction in order to promote a higher repurchase intention and further accomplish the goal of sustainable management. So the study is consume behavior theory. This study intends to explore the relationship between satisfaction, repurchase intention of the customers. The purpose of this study is to investigate the relationship among the customer motivation, customer expectation, tourism image, customer satisfaction and loyalty of home-stay. The objective of this study is to find out the relation between the customer satisfaction and loyalty. The study objects are the tourists of Home-stay in Gukeng Area. The empirical analysis is carried on the questionnaire investigation and linear structure relation model (LISREL). In addition, the results of the study indicated that: (A)Travel motivation positively affected the expectation, tourism image, customer satisfaction. (B) The expectation positively affected the tourism image. (C)The expectation in advance has no significant influence on the degree of the entire customer satisfaction. (D) The tourism image positively affected the customer satisfaction. (E)Customer satisfaction positively affected the loyalty.（F）Tourism image and the expectation are the intermediate variables on satisfaction .
