A Leisure Study of the Relationships among Motivation, Experience, Benefit and Loyalty of Home-Stay Consumers in Nantou Area

• Main Authors: Hsiu-tuan Liu, 劉秀端
• Other Authors: Li-chuan Chu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/u5eufb

碩士 === 南華大學 === 管理科學研究所 === 95 === 　　The purposes of this research aimed to analyze the differences and relationships among the stay motive, experience, benefit and customer''s loyalty by questionnaire investigation method. The statistical analysis method included factor analysis, one-way MANOVA and canonical correlation. The results found that the subject motive takes ‘home-stay image’, ‘local characteristic’ and ‘social need’ factors as the core mainly. The passengers pay attention to the ‘inherent mental state’ and ‘natural environment’ factors most in getting stay experience. Passenger''s conscious leisure benefits after getting stay were the factors of “releasing pressure of physical and psychological” and “substantiating life intension”. By the method of path analysis, this study also found that the direct effects that influencing customer''s loyalty was mainly with the stay experiences, and the next was the indirect effects of experience producing through leisure benefits. Customer’s loyalty was relatively little indirectly effects of stay motive producing through leisure benefits. This study suggested that home-study owner should pay the utmost attention to the main guest''s demand of group while making up management and marketing strategy. It should also continually enrich the stay experience; leisure benefit and motive for enhance customer’s loyalty. The study proposed that government except that coach the home stay owner to combine the local characteristic, folk culture, environmental characteristic of natural landscape and ecological resource, should also declare the importance of such resources as the culture, ecology, environment protection, and prevent overdeveloping from causing environmental disruption that will seriously influence the quality of home stay.