從推敲可能理論探討民宿業者在群聚現象之下的經營態度：兼論媒體依賴為調節變項

Exploring the Operational Attitude on B&B Cluster in Taiwan from Elaboration Likelihood Model: The Moderating Effect of Media Dependence

隨著媒體報導，民宿的群聚現象與環保等議題受到重視，而近年來受到媒體大肆報導民宿群聚為地方帶來的正面與負面資訊，究竟民宿業者在經營態度上呈現經濟至上或是環保重要？因此本研究從推敲可能理論探討群聚現象之下的民宿經營態度，並討論媒體依賴在居中扮演的角色。 本研究以民宿業者作為研究對象，以國內民宿呈現群聚現象之區域作為研究範圍，研究結果發現：民宿群聚認知、民宿環境意識、民宿法規認知 對民宿經營態度有正向影響力。經多群體分析發現：高媒體依賴業者以中央路徑（民宿環保意識）形成民宿經營態度；低媒體依賴業者以周邊路徑（民宿群聚認知、民宿法規認知）形成民宿經營態度。

Bed &Breakfasts (B&Bs) have been constructed quickly in tourist attractions in order to meet the accommodation needs of tourists. These establishments have contributed to the improvement of the local economy and finances. In recent years, there has been increasing attention on the importance of environmental protection, with many experts questioning the carrying capacity of the environment. This study aimed to explore the operational attitude of a B&B cluster in Taiwan using the elaboration likelihood model (ELM), with media dependence as the moderator. The findings of this study indicated that perception of B&B cluster, sense of environmental protection of B&Bs, and perception of B&B law positively influence the operational attitude of B&Bs. According to multi-group analysis with media dependence as the moderator, high media dependence owners mainly establish their operational attitude of B&Bs through central cues (sense of environmental protection of B&Bs). By contrast, low media dependence owners mainly establish their operational attitude of B&Bs through peripheral cues (perception of B&B cluster and perception of B&B law).