[[alternative]]A STUDY ON CONSUMER BEHAVIOR OF B&B VISITOR--TAKING THE B&B IN YI-LAN AS AM EXAMPLE

[[abstract]] 為因應加入WTO，政府近年來在休閒產業的努力，使得台灣遊憩人口到鄉村旅遊，留宿民宅，體驗農村生活的數量漸增；但因住宿服務的提供涉及營利行為、公共安全、衛生管理……，須有法律的規範，政府站在保障人民生命財產安全的立場，於民國九十年十二月發佈「民宿管理辦法」。經過一年多的推行通過審核成為合法民宿者截至九十二年十月約有二００家，而宜蘭於民宿的推行不遺餘力，列屬全省績優縣市，故本研究以宜蘭地區之民宿為例，針對休閒農業區及非休閒農業區之民宿消費者之需求評估、滿意度、資訊來源管道等加以研究以提供業者及政府單位之參考。 研究發現需求評估構面中平均分數較高之變項為民宿房間清爽乾淨、民宿安全有保障、親切的主人；而滿意度構面中平均分數較高之變項為親切的主人、民宿房間清爽乾淨、民宿室內空間擺設溫馨舒適。其中安全、乾淨、價格等變項屬保健因子，若做得不好易造成消費者的不滿意，而體驗、學習、遊憩等因子屬激勵因子，做得好會增加消費者的滿意度。民宿消費者最常使用的資訊來源管道為網路，到訪民宿之資訊管道亦以由網路知道最多。產業特色民宿之消費者對學習體驗因素較為重視，而景觀特色民宿之消費者對場所設施因素及配套服務因素之滿意度較高。故民宿除基本之安全、乾淨等變項應維持一定品質外，更應依附本身之資源創造最多的遊憩方式以滿足消費者多樣化之體驗需求。[[abstract]] For applying into WTO, Taiwan government work very hard on leisure industries to increase Taiwan leisure population from green tour to home staying for experience country living style. But regarding accommodation service related to profit activity, public safety, and sanitation management, etc., all of above, should have met regulation standard. According to protect peoples’ life and public safety, government issue「B&B Management Regulation」. On October 2003, after a year’s promotion, approved legal B&Bs over 200. Especially in Yi-Lan, which has become the best performance county. Therefore, the examples of this research based on the B&B in Yi-Lan area, meanwhile, according the B&B from leisure and non- leisure agricultural areas, by the evaluation standard, satisfaction, information resources of consumers. This research will be the reference for the proprietor and the government. The compose of evaluation standard, there are some variableness high score over the average, room’s cleanness, B&B's safety, host's hospitality. There are even average score, host's hospitality, room's cleanness, and room’s decoration. The hygiene factor are safety, cleanness, and price. They will get fewer consumers satisfaction if host doesn't concern above variableness. The motivators factors are experience, learning, and relaxation. They will get more consumers' satisfaction easier if host care above variableness. Most consumers get their information through Internet, and most B&Bs' visitor is also from Internet to get their resource. The most consumers concern agricultural experience is to industry characteristic B&Bs. The most consumers concern facility and related services are to landscape characteristic B&Bs. Therefore, to keep standard quality of safety and cleanness this basic variableness, and to meet the diversity of consumers’ needs by creating various relaxation ways according the additional resource