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Title:	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
Authors:	莊昕瑜 Chuang, Hsin-Yu
Contributors:	洪為璽 Hung, Wei-Hsi 莊昕瑜 Chuang, Hsin-Yu
Keywords:	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
Date:	2020
Issue Date:	2020-09-02 13:18:04 (UTC+8)
Abstract:	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.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 108363055
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108363055
Data Type:	thesis
DOI:	10.6814/NCCU202001344
Appears in Collections:	[MBA Program] Theses

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