民宿之消費意願指標建構

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2010

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隨著經濟水準的提昇,國人對旅遊的需求及要求日益提升,民宿經營更是一大挑戰。本研究根據文獻及訪談建立初步架構,以模糊德爾菲法以篩選原始消費意願因子並建立消費意願層級架構,再以層級分析法決定各指標群及各消費指標之相對權重值,經由專家問卷調查量化方式進行檢定、篩選,最後為一般消費者重視度之調查。 本研究建構之指標架構分成三個層級,經過第一階段之專家問卷歸納整合如下:第一層包含「經營管理」、「環境條件」、「設計特色」三大指標群;第二層包含「價格」、「服務品質」、「民宿品質」、「經營特色」、「人文特色」、「觀光名勝景點」、「地點可及性」、「空間特色」、「建築景觀」九大指標項目,以及53項消費意願因子。經過第二階段專家問卷之權重分析,全體專家對第二層「指標項目」分析,優先決策序位前三項依次為:「民宿品質」、「服務品質」、「地點可及性」;以指標群各別來看,「民宿品質」、「地點可及性」、「空間特色」分別為各指標群之首要指標。 最後以一般消費者分析消費意願因子之重視性,消費者重視程度最高的前十名依序為:「民宿環境乾淨、衛生 」、「服務態度 」、「房價」、「建築結構之安全性」、「訂房便利性」、「民宿位置明確路線指示」、「私密空間之隱密性」、「民宿之道路安全性 」、「客房之通風程度」、「民宿與各景點之距離 」。 本研究所建立之民宿消費意願指標,其主要使用目的是為消費者與業者歸納出一套相關的行為通則,提出適用於民宿消費意願之指標,提供民宿業者作為永續經營之參考。
Compatriots have more and more requirements and demands about tourism as our quality of life raising. Especially in the management of the bed-and-breakfast. According to the literature and interviews in this study, build up the construction in this research. Finding the original factors in purchase intention and to build up purchase intention indicators level structure by the Fuzzy Delphi Method Then using Analytic Hierarchy Process decided the relative weight value, quantified by the expert questionnaire. Finally investigate the survey of consumer attention. The study construction is divided into three levels, after expert questionnaire we can find the first layer contains the “Management”, “Environmental conditions” and “Design features”. The second layer contains nine indicators of “Price”, “Service quality ”, “B& B quality”, “Operating Characteristics” , “Cultural characteristics” , “Tourist attractions” , “Site accessibility”,“ Spatial characteristics” and “Landscape architecture”. The third layer has 53 purchase intentions of factors. After the second phase of the weight of expert questionnaire, all the experts on the second levels have nine indicators, the top three indicators were “B & B Quality”, “service quality”, “site accessibility”; and the “B & B quality”, “site accessibility”, “space characteristics”, were the primary indicators of the indicator group. Finally, the consumer attention of purchase intention factors to the highest level of the top ten were “B& B environment is clean and health”, “Service attitude”, “Room price”,“The safety of building structures”,“Room reservations convenience”, “Clear directions of B & B”, “The privacy of private space”, “The security of B & B roads”, “ Ventilation ” and “ The distance of B & B and the scenic spots”. The institute will construction of purchase intention indicators for Bed-and-Breakfast, the main purpose construction a general rule of purchase intention indicators for consumers and enterprises, provide B & B enterprises propose purchase intention indicators as a reference for sustainable management.

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民宿, 消費意願, 消費指標, 模糊德爾菲法, 層級分析法, bed-and-breakfast, purchase intention, purchase indicators, Fuzzy Delphi Method, Analytic Hierarchy Process

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