| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 100 === The study investigated the sightseeing tourists’ consumer behavior of choosing guesthouses in Kenting area. The study used a questionnaire including the factors of the Bad and Breakfast service quality, service innovation, experience marketing and others to examine Bad and Breakfast industries’ service quality and innovative nature. After the visitors’ experiencing real feelings, whether it would affect customer satisfaction, and further affecting customer loyalty. This study focused on the accommodation of Kenting visitors. There were 1000 questionnaires delivered in total, and valid questionnaires were 492 after deducting invalid questionnaires.
The results showed that the relationship among the quality of service, service innovation, and experiential marketing demonstrated significantly positive impact. Intermediary relationship existed in service quality on service innovation and customer satisfaction. Intermediary relationship existed in customer satisfaction on service innovation and customer loyalty. Intermediary relationship existed in experiential marketing on service innovation and customer satisfaction. Tangibility and assurance of service quality had significant differences in demographic variables.
Based on the findings, service quality and service innovation were important factors for Bad and Breakfast business. Bad and Breakfast service and innovative would affect tourist satisfaction and thereby affect loyalty after practical experiences of the tourists.
|
|---|
