| Summary: | 碩士 === 高雄餐旅學院 === 旅遊管理研究所在職專班 === 98 === Alishan is an internationally known scenic area in Taiwan. Because of its beauty, the hostel industry in the area develops vigorously. Because the culture, operations and style of the aboriginal tribe hostels in the area are completely different from the other hostels, the attractiveness of the Tsou tribe hostels in Alishan and the tourists’ satisfaction and loyalty became important research topics. The purpose of this study is to explore the effect of the attractiveness of the Tsou tribe hostels on tourists’ satisfaction and loyalty. This study conducted survey to undergo quantitative research. This study reviewed the related literatures and collected and analyzed the data through interview to develop an appropriate questionnaire. The sample for this study was the tourists of the hostels in the Tsou tribe and 413 valid questionnaires were collected. Then, through the analysis in SPSS and LISREL, the results showed that the differences in the attractiveness of the aboriginal tribe hostels and the satisfaction and loyalty of the tourists’ are due to the socioeconomic background and the travelling characteristics of the tourists. The attractiveness of the hostel has a positive effect on the satisfaction and loyalty of the tourists. In addition, the hypotheses of the study are supported and the most important factor that attracts the tourists is the ethnic characteristics of the Tsou tribe themselves. This study hoped that the results can serve as a reference for the owners and managers in the hostel business. As for the tourists, this study hoped to provide them an alternative choice when choosing places to stay during their travel. This study also expected to help the aboriginal tribe hostel owners understand their own characteristics and advantages to integrate future direction for management and distinguish their own position and characteristics to develop marketing strategies, improve their auxiliary facilities and plan accommodation services to satisfy customer needs. Furthermore, the hostel owners should spend some thoughts on the relationship of their own facilities and traditions and should not only imitate or embed the ideas of others. This study can provide significant contributions on the operation and industry development of future hostels in the Alishan area.
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