| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 98 === Home Stay industry in today's highly competitive, number of legitimate operators have up to 2,929 , due to the lack of differentiation among characters and services of home stay industry, cause the willingness to return have been going down, if home stay could be differentiated, may increasing willingness to return. This research aims at making use of innovative service concept in home stay industry to find out the destination evaluation of tourists, and further provide the suggests of home stay’s service differenced to home stay managers. People who had experiences of home stay were surveyed. Total 450 questionnaires were returned, and using structural equation modeling (SEM) to estimate coefficients. The results indicated that service innovation positively affect destination image and perceived risk; and destination positively affect perceived quality; and perceived risk have interference effects between service innovation, destination image and perceived quality. Finally, these results to propose suggests of marketing management to home stay managers.
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