A Study On Consumer Behavior Intentions of Old House Bed and Breakfasts in Tainan Area, from the Perspective of Experience

• Main Authors: Chiu, Tzu-Ling, 邱子玲
• Other Authors: Kuo, Te-Ping, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/20586489653705663318

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所在職專班 === 103 === Recently, Adaptive Reuse of Vacant Spaces is wild promoted in Taiwan. Culture and the ancient capital know as Tainan City, old buildings overspread street alleys that records .Therefore, With a series of activities, ”Old House, New Life” implemented by Foundation of historic city conservation and regeneration, arousing the public start to concern about the historical and cultural value of Adaptive Reuse of Vacant Spaces and old buildings. But also to retain the concept of re-use of old houses have become more common. Among them the old houses converted into Old House Bed and Breakfasts spaces in the most welcomed by people. Besides dissemination of news media and networks. These forces have been the sudden emergence of Old House Bed and Breakfast in Tainan. Not only to maintain old buildings and building material, But also drive nostalgic Experience Economy. Also in response to the modern metropolis tourism & accommodations demand derived from living space. The study adopted the five concepts of economy experience by Schmitt（1999） to explore the effect of consumer behavior intention of Old House Bed and Breakfast. The results indicated that different consumer of Old House Bed and Breakfast have significant effects on repurchase intention, recommend intention and price toleration. And "Act experience" has the greatestimpact on "Price tolerance" and " Repurchase intention" which are helpful to maintain the regular customers and develop new customers. Last, conclusionsand managerial recommendations are drawn for industry practitioners’ reference.