以多元尺度分析探討小琉球民宿之定位

本研究主要目的是利用定位理論探討小琉球民宿的屬性認知差異，以遊客角度探討當地民宿的服務品質、與活動行程作為衡量屬性，並以李克特尺度量表探討遊客對於小琉球民宿的評比屬性重視程度、遊客滿意程度，以建構遊客對於小琉球民宿的定位，以作為小琉球民宿市場定位策略之參考。結果顯示民宿之評比屬性以「服務品質」中的「可靠性」與「保證性」最被重視，再依問卷分析數據，以多元尺度分析描繪知覺圖，由知覺定位圖顯示，民宿B、民宿D與民宿F在各項評比上皆有較高評價，在民宿評比中為領先群；民宿A、C、E為同一競爭群表現較差，在小琉球民宿中為潛力群，在各項屬性表現上雖不及領先群，若能在策略上有所調整，相信仍有急起直追之機會。

The main purpose of this study is to use the positioning theory to explore the nature of the Xiao Liuqiu B&B, to explore the service of B&B from the customer's perspective, the activity itinerary as a measure of the nature, and to explore the customer's degree of comparison to the Xiao Liuqiu B&B, the degree of customer satisfaction, in order to build a customer to the Xiao Liuqiu B&B space positioning , to be a Xiao Liuqiu B&B market positioning strategy reference. The results of the research show that the evaluation attributes of B&B are the most important ones in terms of ''reliability'' and ''guarantee'' in ''service quality''. Based on the questionnaire analysis data and the multi-scale analysis and description of perception maps, B&B No. B, D and F have a high rating in all competitions and are the leading group in B&B rating; B&B No. A, C and E are less competitive in the same competition group, potential group in the Xiao Liuqiu B&B. Although the performance is less than the leading group, if the strategy can be adjusted, we believe there is still a rush to catch up with the community.