Effects of Travel Motivations of B& B Tourists and B& B Image on Repurchase Intention: Using B & B at Kenting Area as an Example

• Main Authors: Yi-Shan Tsai, 蔡依珊
• Other Authors: 林宜親
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/44728483516808725424

碩士 === 高雄餐旅學院 === 餐旅管理研究所 === 97 === The purposes of this research were to understand the travel motivations of B & B tourists, and to examine the influences of travel motivations and B & B image on repurchase intention. Accidental samples were collected from tourists who had lodged at B & B in Kenting in March of 2009. A total of 450 questionnaires were distributed and 403 of them were valid responses, yielding a valid response rate of 89.6%. The results of factor analyses and multiple regressions are as follows. There were six factors of travel motivations: activity, knowledge and social life, B & B characteristic, price, leisure and relaxation, and special interests in B & B. All of these factors of travel motivations can significantly influence repurchase intention. Moreover, B & B image can significantly influence repurchase intention. Finally, B & B image can completely mediate the impacts of factors about the price, leisure and relaxation, and special interests in B&B on repurchase intention. In addition, B & B image can partially mediate the effects of activity, knowledge and social life, and B & B characteristic on repurchase intention.