建構住宿者期望之民宿意象

Establishing Customer Expected Images of Bed and Breakfasts

本研究以探討台灣民宿行銷作為研究主題，透過隱喻抽取技術(ZMET)，藉由分析民宿住宿者心理層面認知的圖像，發掘民宿住宿者的深層思維與感情，抽取出共同構念(dominant constructs)，建立民宿住宿者的共識地圖，提出住宿者的意象架構，包括「心靈感受」、「設施與景觀」、「成長交流」、「玩樂」、「視覺嚮往」五大構面，以提供民宿經營者，使其更加了解民宿住宿者內心的需求與期望，進而作為市場區隔變數之用，俾業者選擇目標市場，進行行銷策略規劃。

This study focuses on bed and breakfast (B&B) marketing in Taiwan, using the Zaltman metaphor elicitation technique (ZMET) to analyze the psychological cognitive images customers have towards B&Bs. The objectives of this study are to elucidate the deep thoughts and feelings of B&B customers, extract dominant constructs, establish a consensus map, and propose image frameworks, which comprised five dimensions: spiritual experience, facilities and landscapes, growth exchange, the fun factor, and visual desire. These dimensions enable B&B operators to understand the internal demands and expectations of customers and can be used as market segmentation variables, thereby assisting B&B operators in selecting target markets and planning marketing strategies.