Publication:

目的地意象、體驗價值與顧客忠誠度關聯性之研究-以新社民宿為例

2011年全臺中市合法民宿增加至58家，其中新社27家占全數將近一半，顯見民宿在新社近年來大力推動觀光之下，相較於臺中市其他各區具有較高的發展的潛力。在日漸競爭的民宿市場中，新社民宿必須經營良好的目的地意象、提供高度的體驗價值才能使顧客滿意度、忠誠度能提升，以提高旅客住宿意願。

本研究主要在探討新社民宿遊客的目的地意象、體驗價值與顧客忠誠度之間的關聯。本文以18歲以上之新社民宿遊客為研究對象，共發放389份問卷，有效樣本回收337份。經由線性結構化方程式將研究變項的相互影響進行實證分析。研究結果發現：

(1)新社民宿遊客的目的地意象對體驗價值有相關影響。

(2)新社民宿遊客的體驗價值對顧客忠誠度有正向影響。

(3)新社民宿遊客的目的地意象對顧客忠誠度有正向影響。

The number of authorized B&Bs in Taichung has risen to 58 in the year of 2011, half of which are located in Hsin-She. Evidently, Hsin-She has greater potential for B&B development, comparing to the other areas in Taichung. In order to encourage tourists to stay overnight, the B&B in Hsin-She has to manage its destination image and experienced value so as to raise customer satisfaction and loyalty. Therefore, the purpose of the study was to investigate the relationships among destination image, experienced value and customer loyalty of the B&B in Hsin-She. The participants were tourists over 18 who stayed overnight in the B&B in Hsin-She. A total of 389 questionnaires were distributed and 337 valid questionnaires were returned. Using Structural Equation Modeling (SEM) to analyze the data, the results revealed that: (1) Destination image of the B&B in Hsin-She was related to experienced value; (2) experienced value had a positive impact on customer loyalty; (3) destination image had a positive impact on customer loyalty.