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題名 旅宿業旅客生活型態、電子商務服務品質及目的地形象之關聯研究
THE STUDY OF THE RELATIONSHIP AMONG TRAVELERS’ LIFESTYLE, ELECTRONIC COMMERCE SERVICE QUALITY, AND DESTINATION IMAGE作者 莊昕瑜
Chuang, Hsin-Yu貢獻者 洪為璽
Hung, Wei-Hsi
莊昕瑜
Chuang, Hsin-Yu關鍵詞 旅宿
生活型態
電子商務服務品質
住宿地形象
Accommodation
Lifestyle
E-commerce service quality
Destination image of accommodation日期 2020 上傳時間 2-九月-2020 13:18:04 (UTC+8) 摘要 近年來，旅遊業蓬勃發展，旅遊生態也一直隨著大環境的改變，不斷的有新的商業模式產生，而民宿業者各自也發展出屬於自己不同的民宿特色與風格，過去民宿大多是服務國內旅遊客及旅行社的大宗旅客團，隨著國際化及外國自由行旅客漸多，民宿服務的對象開始轉向多元及多國化的趨勢，因此傳統的訂房方式或是電話訂房，開始面臨挑戰及困難，業者也將面臨轉型的調整。本研究欲探討旅客生活型態、電子商務服務品質及住宿地形象之關聯性，以人、科技與環境構面進行切入，研究不同生活型態之旅客，對於電子商務服務品質之重視程度差異，以及對於住宿地形象之考量需求差異，亦將人口變數納入研究範圍，探究不同的人口變數，是否也會產生不同的差異性。研究結果，可將旅客生活型態，分為三種類型，分別為「重視型旅客」、「普通型旅客」及「特殊型旅客」。電子商務服務品質的四個構面中，以「重視型旅客」旅客的重視程度最高，「普通型旅客」及「特殊型旅客」在四個構面中並無明顯差異，在住宿地形象的四個構面中，以「重視型旅客」旅客的考量構面最多，「特殊型旅客」次之，「普通型旅客」最少。人口變數中，僅有性別及每次旅行預算額度兩個變數，在電子商務服務品質及住宿地形象構面中，無明顯差異，其餘包含年齡、婚姻狀況、個人每月可支配所得及學歷皆會產生影響。
In recent years, the tourism industry has developed vigorously, which leads to a rapid change in the travel business. Since new business models have emerged, the hotel operators have begun to develop their own hotels with unique characteristics and styles to differentiate themselves from others. Furthermore, in response to the growth of foreign independent travelers, many travel agencies launched diversified and multiple services. On this account, traditional methods of making reservation directly through phones or official websites are facing challenges and difficulties. Hence, adjustments and transformation are necessary for the hotel industry.The purpose of this study is to explore the relationship between the tourists’ lifestyles, the quality of e-commerce services and the destination image of accommodations. To study how different travelers with divergent lifestyles evaluate the quality of e-commerce services and destination image of accommodations, aspects of human, technology and environmental are discussed. The population variables are also included so whether different population variables will affect the results can be explored.AS a result, the lifestyles of travelers can be categorized into three types, namely, "emphatic traveler", "general traveler" and "special traveler." Among all dimensions relevant to the quality of e-commerce services, "emphatic travelers" show the highest degree of concern while "general travelers" and "special travelers" give the same level of consideration on these dimensions. With respect to the dimensions of destination image of accommodations, "emphatic travelers" pay the most attention, followed by "special travelers", and "general travelers." Among the population variables, only gender and travel budget have no significant influence the quality of e-commerce services and the destination image of accommodation. Others like age, marital status, personal disposable income and academic qualifications have impact on them.參考文獻 2019 旅遊訂房平台產業趨勢&挑戰：流量、產品、資本戰略！。Medium， 2020。https://medium.com/3pm-lab/ota-trend-and-challenge-bfbbd67011d3民宿 (2020, April 2)。维基百科，自由的百科全書: https://zh.wikipedia.org/w/index.php?title=%E6%B0%91%E5%AE%BF&oldid=58928341。全國法規資料庫（108年版）【資料檔】。行政院交通部：發展觀光條例。https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=K0110001武維邦、楊慧伶 (2011)。民宿經營導入電子商務功能對顧客價值與關係品質關連性之探討。品質學報，18(3)，259-277。姜惠娟 (1997)。休閒農業民宿旅客特性與需求之研究。施宇澤 (2001)。臺灣旅遊網站內容之分析-以整體階段發展為觀點，靜宜大學企業管理研究所碩士論文。胡學彥、龔金山、王振英 (2007)。地方產業型民宿供需特性之研究。土地問題研究季刊，6(4)，68-84。許士軍 (1988)。用行銷眼光掃描生活型態。新北市：卓越雜誌。陳昭郎、張東友 (2002)。台灣農村民宿之類型及其行銷策略。農業經營管理會訊，(33)，16-20。陳麗如 (1994)。遊客對海灘遊憩區環境屬性需求之研究—以墾丁國家公園南灣海灘遊憩區為例。碩士論文，逢甲大學建築及都市計畫研究所，台中。黃淑玲 (2001)。來去民宿做客。台北市，城邦文化。楊永盛 (2002)。《遊客對宜蘭地區民宿評價之研究》。世新大學觀光研究所碩士論文。葉雅慧 (2000)。應用網際網路推動觀光產業之研究-以南投旅遊網為例，國立台灣大學建築與城鄉研究所未出版碩士論文。劉毓妮、林晏州 (1993)。遊客對激流泛舟環境屬性之偏好。戶外遊憩研究，6(3)，53-75。鄭建雄 (2001)。民宿經營之道。農業經營管理會訊，(27)6-9。鄭健雄、劉孟奇 (2001)。國人渡假生活型態量表建構之初探-以墾丁國家公園遊客爲例。戶外遊憩研究， 14(3)，57-80。鄭健雄、劉孟奇 (2003)。台灣本土化渡假生活型態量表之建構-以多樣本為基礎之信效度分析。管理學報，20(6)，1221-1246。韓選棠、顧志豪 (1992)。休閒農業發展中民宿建築類型之選擇研究。顏曉辰 (2009)。補教業消費者生活型態，服務品質，與購後行為之研究-以南部某補習機構為例。嚴如鈺 2003)。民宿使用者消費型態之研究，私立輔仁大學生活應用科學系碩士班碩士論文。蘇江鴻 (2005)。網際網路使用者對網路旅遊資訊要素的重視程度，資訊表現型態的滿意度及其影響因素研究 (Doctoral dissertation, 撰者)。Bagozzi, R. P., & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.Boulding, K. E. (1956). The Image: Knowledge in Life and Society (Vol. 47). University of Michigan press.Brunson, M., & Shelby, B. (1990). A Hierarchy of Campsite Attributes in Dispersed.Echtner, C. M., & Ritchie, J. B. (1993). The Measurement of Destination Image: An Empirical Assessment. Journal of Travel Research, 31(4), 3-13.Fakeye, P. C., & Crompton, J. L. (1991). Image Differences Between Prospective, First-time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10-16.Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.Gunn, C. (1972). Vacations Cape. Austin: Bureau of Business Research of University of Texas.Hair Jr., J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). 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Defining Quality: alternatives and implications. Academy of Management Review, 19(3), 419-445.Regan, W. J. (1963). The Service Revolution. Journal of marketing, 27(3), 57-62.Reynolds, F. D., & William, R. D., 1974. Constructing Life Style and Psychographics, American Marketing Association, Chicago: 71-95.Woodside, A. G., & Jacobs, L. W. (1985). Step Two in Benefit Segmentation: Learning the Benefits Realized by Major Travel Markets. Journal of Travel Research, 24(1), 7-13.Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service Quality Delivery through Web Sites: a critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.Zins, A. H. (1998). Leisure Traveler Choice Models of Theme Hotels Using Psychographics. Journal of Travel Research, 36(4), 3-15. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363055資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363055 資料類型 thesis dc.contributor.advisor 洪為璽 zh_TW dc.contributor.advisor Hung, Wei-Hsi en_US dc.contributor.author (作者) 莊昕瑜 zh_TW dc.contributor.author (作者) Chuang, Hsin-Yu en_US dc.creator (作者) 莊昕瑜 zh_TW dc.creator (作者) Chuang, Hsin-Yu en_US dc.date (日期) 2020 en_US dc.date.accessioned 2-九月-2020 13:18:04 (UTC+8) - dc.date.available 2-九月-2020 13:18:04 (UTC+8) - dc.date.issued (上傳時間) 2-九月-2020 13:18:04 (UTC+8) - dc.identifier (其他 識別碼) G0108363055 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131953 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 108363055 zh_TW dc.description.abstract (摘要) 近年來，旅遊業蓬勃發展，旅遊生態也一直隨著大環境的改變，不斷的有新的商業模式產生，而民宿業者各自也發展出屬於自己不同的民宿特色與風格，過去民宿大多是服務國內旅遊客及旅行社的大宗旅客團，隨著國際化及外國自由行旅客漸多，民宿服務的對象開始轉向多元及多國化的趨勢，因此傳統的訂房方式或是電話訂房，開始面臨挑戰及困難，業者也將面臨轉型的調整。本研究欲探討旅客生活型態、電子商務服務品質及住宿地形象之關聯性，以人、科技與環境構面進行切入，研究不同生活型態之旅客，對於電子商務服務品質之重視程度差異，以及對於住宿地形象之考量需求差異，亦將人口變數納入研究範圍，探究不同的人口變數，是否也會產生不同的差異性。研究結果，可將旅客生活型態，分為三種類型，分別為「重視型旅客」、「普通型旅客」及「特殊型旅客」。電子商務服務品質的四個構面中，以「重視型旅客」旅客的重視程度最高，「普通型旅客」及「特殊型旅客」在四個構面中並無明顯差異，在住宿地形象的四個構面中，以「重視型旅客」旅客的考量構面最多，「特殊型旅客」次之，「普通型旅客」最少。人口變數中，僅有性別及每次旅行預算額度兩個變數，在電子商務服務品質及住宿地形象構面中，無明顯差異，其餘包含年齡、婚姻狀況、個人每月可支配所得及學歷皆會產生影響。 zh_TW dc.description.abstract (摘要) In recent years, the tourism industry has developed vigorously, which leads to a rapid change in the travel business. Since new business models have emerged, the hotel operators have begun to develop their own hotels with unique characteristics and styles to differentiate themselves from others. Furthermore, in response to the growth of foreign independent travelers, many travel agencies launched diversified and multiple services. On this account, traditional methods of making reservation directly through phones or official websites are facing challenges and difficulties. Hence, adjustments and transformation are necessary for the hotel industry.The purpose of this study is to explore the relationship between the tourists’ lifestyles, the quality of e-commerce services and the destination image of accommodations. To study how different travelers with divergent lifestyles evaluate the quality of e-commerce services and destination image of accommodations, aspects of human, technology and environmental are discussed. The population variables are also included so whether different population variables will affect the results can be explored.AS a result, the lifestyles of travelers can be categorized into three types, namely, "emphatic traveler", "general traveler" and "special traveler." Among all dimensions relevant to the quality of e-commerce services, "emphatic travelers" show the highest degree of concern while "general travelers" and "special travelers" give the same level of consideration on these dimensions. With respect to the dimensions of destination image of accommodations, "emphatic travelers" pay the most attention, followed by "special travelers", and "general travelers." Among the population variables, only gender and travel budget have no significant influence the quality of e-commerce services and the destination image of accommodation. Others like age, marital status, personal disposable income and academic qualifications have impact on them. en_US dc.description.tableofcontents 誌 謝 I摘 要 II目 次 V表目錄 VII圖目錄 IX第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 2第三節 研究流程 3第二章 文獻回顧 4第一節 旅宿業 4第二節 電子商務 6第三節 生活型態 10第四節 服務品質 12第五節 目的地形象 14第三章 研究方法 16第一節 研究架構 16第三節 研究變數定義與問項衡量 17第四節 研究設計與分析方法 22第四章 研究結果 25第一節 樣本屬性結構分析 25第二節 敘述性統計 27第四節 生活型態分類 43第五節 樣本屬性分析 45第六節 假說檢定 49第五章 結論與建議 51第一節 研究結論 51第二節 研究貢獻 52第三節 研究限制 53第四節 管理意涵及建議 54參考文獻 55附錄一 問卷 60 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363055 en_US dc.subject (關鍵詞) 旅宿 zh_TW dc.subject (關鍵詞) 生活型態 zh_TW dc.subject (關鍵詞) 電子商務服務品質 zh_TW dc.subject (關鍵詞) 住宿地形象 zh_TW dc.subject (關鍵詞) Accommodation en_US dc.subject (關鍵詞) Lifestyle en_US dc.subject (關鍵詞) E-commerce service quality en_US dc.subject (關鍵詞) Destination image of accommodation en_US dc.title (題名) 旅宿業旅客生活型態、電子商務服務品質及目的地形象之關聯研究 zh_TW dc.title (題名) THE STUDY OF THE RELATIONSHIP AMONG TRAVELERS’ LIFESTYLE, ELECTRONIC COMMERCE SERVICE QUALITY, AND DESTINATION IMAGE en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 2019 旅遊訂房平台產業趨勢&挑戰：流量、產品、資本戰略！。Medium， 2020。https://medium.com/3pm-lab/ota-trend-and-challenge-bfbbd67011d3民宿 (2020, April 2)。维基百科，自由的百科全書: https://zh.wikipedia.org/w/index.php?title=%E6%B0%91%E5%AE%BF&oldid=58928341。全國法規資料庫（108年版）【資料檔】。行政院交通部：發展觀光條例。https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=K0110001武維邦、楊慧伶 (2011)。民宿經營導入電子商務功能對顧客價值與關係品質關連性之探討。品質學報，18(3)，259-277。姜惠娟 (1997)。休閒農業民宿旅客特性與需求之研究。施宇澤 (2001)。臺灣旅遊網站內容之分析-以整體階段發展為觀點，靜宜大學企業管理研究所碩士論文。胡學彥、龔金山、王振英 (2007)。地方產業型民宿供需特性之研究。土地問題研究季刊，6(4)，68-84。許士軍 (1988)。用行銷眼光掃描生活型態。新北市：卓越雜誌。陳昭郎、張東友 (2002)。台灣農村民宿之類型及其行銷策略。農業經營管理會訊，(33)，16-20。陳麗如 (1994)。遊客對海灘遊憩區環境屬性需求之研究—以墾丁國家公園南灣海灘遊憩區為例。碩士論文，逢甲大學建築及都市計畫研究所，台中。黃淑玲 (2001)。來去民宿做客。台北市，城邦文化。楊永盛 (2002)。《遊客對宜蘭地區民宿評價之研究》。世新大學觀光研究所碩士論文。葉雅慧 (2000)。應用網際網路推動觀光產業之研究-以南投旅遊網為例，國立台灣大學建築與城鄉研究所未出版碩士論文。劉毓妮、林晏州 (1993)。遊客對激流泛舟環境屬性之偏好。戶外遊憩研究，6(3)，53-75。鄭建雄 (2001)。民宿經營之道。農業經營管理會訊，(27)6-9。鄭健雄、劉孟奇 (2001)。國人渡假生活型態量表建構之初探-以墾丁國家公園遊客爲例。戶外遊憩研究， 14(3)，57-80。鄭健雄、劉孟奇 (2003)。台灣本土化渡假生活型態量表之建構-以多樣本為基礎之信效度分析。管理學報，20(6)，1221-1246。韓選棠、顧志豪 (1992)。休閒農業發展中民宿建築類型之選擇研究。顏曉辰 (2009)。補教業消費者生活型態，服務品質，與購後行為之研究-以南部某補習機構為例。嚴如鈺 2003)。民宿使用者消費型態之研究，私立輔仁大學生活應用科學系碩士班碩士論文。蘇江鴻 (2005)。網際網路使用者對網路旅遊資訊要素的重視程度，資訊表現型態的滿意度及其影響因素研究 (Doctoral dissertation, 撰者)。Bagozzi, R. 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