[[alternative]]A Case Study of the Relationship among Service Quality, Tourists' Travel Characteristics and Customer Loyalty of B&B in Kenting Area

[[abstract]] 近年來，隨著國人生活水準的提昇，自我管理時間變多，對休閒的逐漸重視，國民休閒旅遊的風氣也就日漸盛行。在台灣，由於民宿蓬勃發展，儼然已成為消費者旅遊之重要住宿選擇之一，爲了應付市場上的需求，加上業者之間的高度競爭，特色民宿與主題式民宿也隨之越來越多。如何提昇民宿整體服務品質與提高遊客再宿意願，已成為當今民宿業者的重要課題。本研究採用問卷調查的方式，以投宿於墾丁地區合法民宿之遊客作為研究對象，探討墾丁地區的遊客對於民宿服務品質之感受、旅遊特性與顧客忠誠度之關係。 本研究針對在墾丁地區至少投宿一晚(含)以上之遊客進行問卷調查，共回收有效問卷343份，並使用敘述性統計分析、單因子變異數分析、t-檢定、卡方檢定與迴歸分析等方法進行資料分析。研究發現，假設一：「性別」對於服務品質五大構面及「職業」對於「保證性」構面分析結果沒有顯著差異，其於部分分析結果皆有顯著差異；假設二：「性別」對於整體顧客忠誠度分析結果沒有顯著差異，其於部分分析結果皆有顯著差異；假設三：性別與「住宿花費」、「同遊人數」及「旅遊同伴」有相關差異；婚姻與「交通工具」及「旅遊資訊來源」有相關差異；職業與「旅遊次數」有相關差異；平均月收入與「選擇住宿原因」有相關差異；假設四：對顧客忠誠度達顯著影響的有服務品質之「有形性」、「可靠性」及「保證性」。 最後，本研究從其結果中提供給遊客選擇民宿與民宿業者經營及發展時之建議與參考。[[abstract]] Following the promotion of living standard and self-management, People in Taiwan recently call far more attention to leisure travel, and even make it as a fashion. It is worth noting that as one of primary choices for tourists in Taiwan, B&B, particularly characteristic and topic B&B, could be seen everywhere. However, under positive competition, how to evaluate service quality of B&B and tourists're-loading desire is the foremost concern to owners and of this study. To such concern, this paper, by questionnaire, aims to investigate tourists' considerations toward service quality of B&B, travel Characteristics and customer loyalty in Kenting area. This study does the survey focusing on the tourists who stay in Kenting at least one night, and there are 343 available questionnaires as a result. By adopting Descriptive statistics, T-test statistics analysis, One-way ANOVA statistics analysis, Chi-square test, and Regression Analysis as approaches, this study discovers that the first hypothesis on the gender to five service qualities and the vocation to assurance, reveals no particular difference, but on the others do show the varieties; the second one on the gender to tourists' loyalty is no exacting variance, but on the others has; and, the third one on the gender to costs of accommodations and numbers of accompanies, the marriage to transportation and travel information, the vocation to traveling times, and the average incoming to the reasons of choosing accommodations does expose the variances; and services qualities, for example, tangibles and reliability and assurance indeed affect customer loyalty as the fourth hypothesis. Based upon these aforesaid points, this paper looks forward to offering available advises to tourists and owners