遊客對飯店服務創新、體驗價值、滿意度與再惠顧意願之研究──以渴望會館為例

A Study on Relationship between Service Innovation, Experience Value, Satisfaction, and Revisit Intention–A Case Study of Aspire Resort

本研究目的旨在開發一個理論架構用以瞭解飯店顧客再惠顧意願的因素，並結合飯店服務創新、體驗價值與滿意度等變數。本研究採用便利抽樣，蒐集362位來自台灣桃園地區渴望會館的住宿旅客。偏最小平方結構方程模式(PLS-SEM)用於模型和假設檢驗。研究結果顯示：(1)滿意度和體驗價值是飯店顧客再惠顧意願重要先行因素；(2)體驗價值是影響滿意度的重要因素；(3)飯店服務創新對體驗價值與滿意度產生重要影響；(4)滿意度在服務創新、體驗價值對再惠顧意願間具有中介效果；(5)體驗價值在服務創新與滿意度、再惠顧意願間具有中介效果。因此，本研究結果不僅豐富了飯店服務創新與顧客再惠顧意願之相關理論，亦為飯店管理實務提供具體指引，特別是在如何透過提升服務創新與體驗價值來增強顧客滿意度並促進再惠顧意願方面。這些發現對飯店業者在設計差異化服務策略和創新管理模式時，提供管理上建議與實施的參考。

This study aims to develop a theoretical framework to understand the factors influencing the revisit intention of hotel customers, incorporating variables such as service innovation, experiential value, and satisfaction. As part of this study, convenience sampling was used to collect data from 362 guests at the Aspire Resort in the Taoyuan district of Taiwan. Model and hypothesis testing were conducted using partial least squares structural equation modeling (PLS-SEM). The findings indicate that: (1) Satisfaction and experiential value are important antecedents to the revisit intention of hotel customers; (2) Experience value is an important determinant of satisfaction; (3) Hotel service innovation significantly impacts experiential value and satisfaction; (4) Satisfaction serves as a mediating factor in the relationship of service innovation and experience value with the revisit intention; (5) Experiential value mediates the relationship between service innovation and both satisfaction and revisit intention. Therefore, the findings of this study not only enrich the theoretical understanding of hotel service innovation and customer revisit intentions but also provide practical guidance for hotel management. In particular, they highlight how enhancing service innovation and experiential value can improve customer satisfaction and foster revisit intentions. These insights offer actionable recommendations and practical references for hotel operators in designing differentiated service strategies and innovative management models.