| Summary: | 碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 104 === In the wake of economy and technology advancement, most people in Taiwan often hit the road for outdoor activities during their pastime or weekends. By doing so, people can ease their pressure of tedious daily life as well as the tensions from hard work. Moreover, the family harmony can also be evidently improved. National DaPeng Bay Scenic Area in Donggang area and its special fishing, religious exploration make its touring industry booming and attract significant tourists. As a result, the home-stay accommodations in Donggang area also benefit and grow significantly from the increase of tourists. The purposes of this research is to illustrate the different backgrounds of home-stay tourists as well as the destination image, expectations and the disparity how they feel before and after visiting the home-stay hotels. Also, the research is to develop a module how the destination image, the expectation before travelling to and the experiences after visiting the home-stays could predict overall travel satisfaction which leads to predict the willingness of tourists to revisit the home-stays again. The expectations before visiting the home-stays and the experiences, satisfaction after visiting the home-stays can also hopefully be constructed by the analysis.
The method of this research is to use structured questionnaire surveyed to the tourists ever visiting the certified home-stays during the period between Feb. and Apr.2016. 450 questionnaires had been issued and 404 of them had been correctly filled and successfully returned. The valid rate of collected questionnaires reaches 89.77%. To testify for the assumptions made above, the research uses description statistics, reliability analysis, t-test of independent/pair samples, one way ANOVA, IPA and finally the multiple regression analysis for data process.
The results came back that the destination image as well as expectations and the experiences how tourists feel before and after visiting the home-stay hotels by different background home-stay tourists have partially differentiated. The environmental surroundings of home-stays and management by home-stay owners have made significant differences to expectations and the experiences how tourists feel before and after visiting the home-stay hotels; the research also, from the results , could successfully predict the overall travel satisfaction by destination image from tourists, expectations of tourists before traveling to home-stays, the experience of tourists after visiting the home-stays; finally, the research result tells us that the overall travel satisfaction can successfully predict the willingness of revisiting.
Most of the tourists visiting Donggang area including neighbored home-stays are families. They obtain the travel information mainly from the web and these tourists do very care about the management how home-stay owners do. To attract these family tourists, home-stay owners could make good use of the local resources and offer family packages interacting parents and children or even give discount coupons for revisited tourists.
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