| 摘要: | 在政府「民宿管理辦法」公布之前，民宿已在國內各地區有相當程度之發展。以墾丁地區而言，是一個適合四季旅遊的觀光地。近年來，加上周休二日的實施，所以觀光客日益遽增。在這種利益驅使下，造就了許多當地人整地改建民宿的想法。本研究乃針對遊客在墾丁地區住宿民宿消費後，對民宿的設施、服務、環境景觀、經營管理等項之評價情形，並分析民宿評價因子之組成構面，及評價因子構面與重遊意願、推薦意願之關係。本研究結果顯示，墾丁地區遊客對民宿「設施」評價滿意項目為客房設備；對「服務」評價滿意項目為諮詢服務；對「環境景觀」評價滿意項目為室內裝潢氣氛；對「經營管理」評價滿意項目為環境清潔衛生程度。遊客對墾丁地區民宿整體評價因子經由因素分析得到因素「景觀規劃」、「遊憩服務」、「民宿經營」、「服務設施」、「遊客服務」、「餐點安排」、「客房設施」、「客房空間」八個構面。而其中以民宿「民宿經營」的優劣（如整體環境氣氛營造、民宿地點指示牌的設置、宣傳廣告…等）是未來導致遊客是否再宿及推薦親友至該民宿消費意願的前置因素。本研究結果遊客對墾丁地區民宿評價因子滿意程度之排序，可提供民宿業者檢視其經營管理與服務效能，並供未來國內民宿等級區分或評鑑原則之參考，另一方面提供消費者選擇民宿體驗之參考。
There was substantial improvement in the home stay business even before governing regulations were implemented.As for Ken-Ting area, it is one land that suitable for travel four seasons. ln recent years, the addition of the implementation of two-day weekend, so the tourist quickly increases day by day. Under the circumstances that this kind of interests is driven, the idea of bringing up a lot of B&B.The purpose of this study is to determine visitors’ evaluations of B&B facilities, services, landscape, management, and recreational activities in the Ken-Ting area. The study also aims to analyze the dimensions of B&B facility evaluation and explore its relationship to the willingness of visitors to make return visits and to recommend such facilities.In their evaluation of B&B facilities, visitors get the greatest satisfaction on the apparatus of guest room.In the area of services, visitors get the greatest satisfaction on the information service. In their evaluation of environment, visitors get the greatest satisfaction on the atmosphere of indoor decoration. In their evaluation of management, visitors get the greatest satisfaction on the environmental sanitation.Factor analysis was used to extract eight B&B evaluation factors:“landscaping,” “recreational services,” “management of B&B” “service facility,” “visitors serve,” “the provision of meal(s),” “the facilities of the room,”and “space of the room.”It was also found that manage of B&B were significantly related to the willingness to revisit and recommend B&B facilities.Based on the results of the study, suggestions are proposed regarding marketing planning for B&B facilities. |
