| Summary: | 碩士 === 國立高雄餐旅大學 === 運輸與休閒服務規劃碩士學位學程 === 104 === With the vigorous rising of tourism industry, the accommodation industry growing rapidly around the world as well. Capsule hotel is a special accommodation from Japan. On account of running a capsule hotel is more economic, and solo travel and independent travel have become commonplace, capsule hotels are widespread in many countries in recent years. It becomes popular among locals and international tourists because of its irresistible price and convenient location. Hansen & Mehmetoglu (2009) indicated individuals with high Optimum Stimulation Level (OSL) are more willing to accept new product or service than low OSL, and more willing to take risk also (Sinha & Mandel, 2008). “Sleeping capsule” has a spaceship-like exterior, it’s catching eyes and bringing extraordinary experience to tourists. However, tourists are easier to perceive higher risk toward innovative product. Thus, this study aims to investigate the travel behavior characteristic on capsule hotels, and hypothesize tourists’ optimum stimulation level has effect on their experiential value and perceived risk.
This study adopted convenience sampling to complete the questionnaire survey at Time Capsule Hotel which located in Penang, Malaysia. In the meantime, an on-line survey was posted on Japan Travel Board of PTT Bulletin Board System (BBS) and Facebook. There are total of 276 valid samples of tourists stayed at capsule hotel collected. Statistical Analysis t-test, one-way ANOVA and Structural Equation Modeling (SEM) were conducted to examine the relationships among optimum stimulation level, experiential value and perceived risk. Results of this research have shown that: (1) Optimum stimulation level has positive effect on experiential value. (2) Optimum stimulation level has positive effect on perceived risk. (3) Experiential value has negative effect on perceived risk. (4) Tourist’s demographic and travel experience have partial effects on their optimum stimulation level, experiential value and perceived risk.
Since the capsule hotel is seldom studied from the previous literatures, the suggestions for prospective research are increasing more sample from other countries and comparing the difference between the samples; comparing the level of tourists’ perceived risk before and after staying in a capsule hotel. There are some suggestions for the operators: enhancing the safety standards; strengthening the characteristics of capsule hotel; increasing visibility.
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