A study of the Perceived Values and Loyalty towards the Consumer of Home Stay –the north area as example.

• Main Authors: Lih-Ling Chung, 張麗玲
• Other Authors: Shau-Yen Hung
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/33820249508987371441

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 96 === Abstract The purpose of this research is to understand the perceived values, the loyalty of the consumer of home stay and the influence between them and to compare them with different nature of home stay’s consumer .The object of study is the 499 consumer of home stay in the north area. This research is based on the questionnaire of the consumer of home stay concerning the perceived values and loyalty. The result of this result class the perceived value of the consumer of home stay by the emotionality, the quality achievements, the sociality and the money value. As for the loyalty aspect, it is classified by the initiative recommendation, the wish to return, to the competitor immunity, the overlapping purchase and the price tolerance. Moreover, the consumer perceived value and loyalty is obviously different depending on the difference in age, the academic background, the occupation, the earnings and residence area are about. In conclusion, there’s a different degree of influence for the perceived value of the consumer of the home stay and its loyalty. The most influential of the important perceived value target for the consumer of the home stay loyalty is the money value and the sociality, the second point is the quality achievements and emotionality. As for the loyalty behavior of the consumer, it is influenced by the overlapping purchase, the initiative recommendation and the price tolerance. Finally forward this research we can deduct that the consumer of home stay perceived value can really influence the consumer loyalty, We suggest the operator of home stay to have the more perceived value during the accommodations of the consumer.