影響『豪華露營場』露客忠誠度的決定因素探討

Determinants of glampers' loyalty in Taiwan

「豪華露營」（glamping）是國際上一種新興和另類的戶外遊憩和旅宿型態，在台灣地區引進和較高度的發展也是近三年間的事，然而對於「豪華露營」應該具備的條件和基本內涵各國的發展不一而足，由於在經營上屬於新興產業，更需要有實證上的研究以確認消費者的認知與偏好，進而能提供經營者在管理與行銷上具引導性和健全發展性的參考，然而，國際間在這方面的實證研究非常有限，為了補足這樣的研究缺口，本研究針對台灣北部和中部二個較為知名且具有「豪華露營」特色的場域進行經營者的質性訪談後，再利用TPB（計畫行為）理論建構出研究模型，針對該場域的顧客進行實地問卷調查，以蒐集其對於該場域內的設施、環境、滿足個人需求、符合個人動機、活動的限制、親友的社會壓力等感知資料，經過假設驗證後發現，顧客對於場域的環境和如何滿足個人需求的態度會顯著影響其忠誠度的行為意圖，而對「豪華露營」的「主觀規範」及場所的「知覺行為控制」之於消費者的忠誠度影響則較為薄弱。以上發現能提供給「豪華露營」場域之經營者，作為其場域發展和經營行銷上的重要參考，以使這種特殊的戶外休憩活動在台灣能有健全和永續的發展。

"Glamping has been emerging as an alternative type of outdoor recreation and lodging in many countries in the recent years. In Taiwan, it is noted that glamping has been introduced and rapidly developed since 3 years ago. When the development is relatively in a rapid manner, the definition and customers' perceptions all over the world are very diversified. Particularly, the industry, getting noticed and attractive for the young generations of camping participants will demand suggestions and findings of empirical studies. The relevant research is unfortunately scarce. Targeting this research gap, the current study conducted qualitative interviews with mangers of two well-known glamping sites and employed the TPB model to analyzed customers' information via questionnaire surveys. The researchers found customers' attitudes regarding the environmental features of the site and how it met customers' demands on outdoor activities were significant predictors of their loyalties. However, the subject norm and perceived behavior control were relatively less important determinants. The findings are expected to provide references for the developers and managers of sites of this kind in their glamping marketing and management."