服務品質、旅客滿意度與行為意圖關聯性之研究──以北部地區民宿為例

A Study on the Correlation between Service Quality, Passenger Satisfaction and Behavioral Intention-Taking the B&B in the Northern Region as an Example

健康與安全是後疫情時代中最重要的關鍵，業者將自身服務、經營方向進行提升，客製化旅遊逐漸興起，隱密性旅遊需求增加而深度旅遊也將成為主流。疫情改變了人們的生活方式，更讓許多產業受到衝擊，旅遊業正是其中之一。交通部觀光局推出國旅卷刺激消費，振興全方位觀光產業，各個觀光遊樂業、旅行業、旅宿業者紛紛都推出折扣優惠來吸引旅客，旅客的選擇上也變得多元化，使得對於服務品質與旅客滿意度的要求格外重視。台灣觀光休閒活動逐漸受到消費者重視，隨著國人經濟所得成長，在休閒方面的花費也逐漸增加，生活品質提升，生活的新思維以及休閒時間的增加，國人對於假日的生活安排更顯重視國人旅遊意識的提升，是目前最熱門的旅遊話題。因此，民宿業如何在疫情衝擊下以及競爭激烈的環境中提供旅客更高的服務品質，並提升旅客滿意度與行為意圖之關聯為本研究之重點。本研究主要探討北部地區民宿服務品質與旅客滿意度，並且探討遊客未來重遊及推薦等行為意願。經分析後發現不同人口統計變項對北部地區民宿服務品質、旅客滿意度與行為意圖皆有部分顯著差異。服務品質對旅客滿意度具有顯著影響。旅客滿意度對行為意圖具有顯著影響。服務品質對行為意圖具有顯著影響。在服務品質變項中「關懷性」相關程度最高，因此北部地區民宿旅客最在意民宿服務人員對旅客的關懷性，在旅客發生問題時能主動給予協助處理，並以旅客的權益為優先考量。研究結果可做為相關業者在經營上之參考，民宿業者如何永續經營，一直是民宿業者面對這競爭激烈市場的挑戰；隨著晚婚、高齡以及少子化的影響，單身經濟也成為消費市場重要趨勢，無論是在消費意願、自我實現，提升自己的生活品質，單身族群較願意投入更多消費。藉以提升旅客對民宿的滿意度，由於服務產生的無形性，旅客會因他人的推薦及口耳相傳，而進行民宿之選擇，對其未來發展產生更大的經營績效。

Health and safety is the most important key in the post-pandemic era. The industry has improved its own services and business direction, and customized tourism has gradually emerged. The demand for hidden tourism has increased, and in-depth tourism will also become the mainstream. The epidemic has changed people's way of life and affected many industries, and tourism is one of them. The Tourism Bureau of the Ministry of Communications has launched a national travel voucher to stimulate consumption and revitalize the all-round tourism industry. Various tourism and entertainment industries, travel industries, and accommodation operators have launched discounts to attract tourists. The requirements of passenger satisfaction are given special attention. Taiwan's tourism and leisure activities are gradually being valued by consumers. With the growth of the Chinese people's economic income, the expenditure on leisure has gradually increased, the quality of life has improved, the new thinking of life and the increase of leisure time, the Chinese people pay more attention to the living arrangements of the holiday. The promotion of tourism awareness is the hottest tourism topic at present. Therefore, how the homestay industry can provide passengers with higher service quality and improve the relationship between passenger satisfaction and behavioral intentions under the impact of the epidemic and in a highly competitive environment is the focus of this study. This research mainly explores the service quality and passenger satisfaction of homestays in the northern region, and explores the behavioral willingness of tourists to revisit and recommend in the future. After analysis, it is found that different demographic variables have some significant differences in the service quality, passenger satisfaction and behavioral intentions of homestays in the northern region. Service quality has a significant impact on passenger satisfaction. Passenger satisfaction has a significant impact on behavioral intentions. Service quality has a significant impact on behavioral intent. Among the service quality variables,“caring”has the highest degree of correlation. Therefore, homestay travelers in the northern region care most about the caring of homestay service personnel for travelers, and they can take the initiative to assist travelers when they encounter problems, and prioritize travelers’rights. The research results can be used as a reference for relevant business operators. How to sustainably operate the homestay business has always been a challenge for homestay business owners to face this fiercely competitive market. With the influence of late marriage, advanced age and low birthrate, the single economy has also become a consumer market. An important trend, whether it is consumption willingness, self-realization, and improvement of their quality of life, singles are more willing to invest more in consumption. In order to improve tourists' satisfaction with homestays, due to the intangibility of services, travelers will choose homestays based on recommendations from others and word of mouth, which will generate greater operational performance for their future development.