| Summary: | 碩士 === 國立臺東大學 === 健康促進與休閒管理碩士在職專班 === 101 === The Bed & Breakfast (B&B) market has rapidly developed with the booming tourism industry. In order to improve customers' revisit intentions, catering for the needs of customers has become the main business direction for B&B owners. This study recruited tourists, who had stayed in a B&B in Taitung, to investigate customers' perception of the image of B&Bs, lodging motivation, satisfaction with their stay, and revisit intentions. A questionnaire survey was conducted, and the total number of valid questionnaire returned was 283.
The results showed：1. the characteristics of most customers lodging in a B&B in Taitung were: male, young adults, with a university or college degree, living in the southern part of Taiwan, students, an average salary of TWD20,001~40, 000, a first-time visitor, traveling by car, and traveling with family or relatives. 2. In terms of customers' expectation of the B&B before staying and their satisfaction after staying, customers' perception of higher satisfaction than expectation was observed in the room layout, and the fire-fighting equipment in the 'buildings and facilities' category, and the hospitality of the owner in the 'service quality' category. However, customers were not satisfied with the transportation and convenience in the 'region and environment' category, the clarity of the B&B signage, and the room price in the 'operation and management' category. These findings regarding customers' demands which are not being satisfied can be used by the B&B owners to make improvements. 3. The results from Lisrel8.70 indicated that: (A) customers' perception of a B&B's image can have a positive effect on their lodging motivation; (B) customers' lodging motivation can be a mediator between their perception of B&B's image and satisfaction; (C) customers' lodging motivation can have a positive effect on their satisfaction and revisit intention; (D) customers' satisfaction has a significantly positive effect on their revisit intention; (E) customers' lodging motivation and satisfaction can be a mediator between their perception of a B&B's image and revisit intention.
Based on the above results, this study suggested that the owners of B&Bs should create distinguishing local features, enhance the image of their B&B, make good use of internet platforms, set room prices by comparing against other B&B peers, take part in relevant courses, and be broad-minded in exchanging ideas with other B&Bs, in order to improve the quality of accommodation.
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