A Study of Motivation, Satisfaction, and Revisit Intention for Home Stay Consumers in Kinmen

• Main Authors: Ya-Hsin Chen, 陳雅馨
• Other Authors: Chun-Te Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/71058630639612493981

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 99 === The ever-growing intense competition of home stay market necessitates the home stay owners to provide facilities, equipment, service, environment, and management which meet customers’ satisfaction in order to promote a higher loyalty and further accomplish the goal of sustainable management. This study discusses the relationship among motivation, satisfaction and revisit intention of the customers.Targeting on the customers of home stay facilities in Kinmen area, this study adopted a questionnaire to collect data. The present features, motivation, satisfaction, and revisit intention of 359 respondent customers were analyzed by the means of cronhach’s α, descriptive statistics, t-test, one-way ANOVA, and analysis of correlation. The result of the empirical analysis suggests that home stay facilities resoures are concerned, the largest percentage of the target group is using internet as a means to acquire information. In terms of variables in demographic statistics on the motivation, satisfaction and loyalty, some of the variables show significant difference. The study of relationship among motivation, satisfaction, and revisit intention of the customers suggests the following:（1）The factors of motivations played a direct and positive effect on the customers’ satisfaction levels;（2）The satisfaction factor had a direct and positive effect on the revisit intention（3）The last part of this research attempts to offer suggestions on marketing, product denign, as well as promotiona strategies geared at these consumers. It also examines and comments on the present situation, price, marketing and promotional strategies.