| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 102 === With Taiwan''s economic development, more and more people pay attention leisure travel, especially the rise of B & B''s. It’s led the way domestic travel accommodations and caused a lot of discussion academia.
In this study, 63 of 28 Alishan’s B & Bs do qualitative interviews, the final selection of which nine do in-depth interviews, and at the same time with the questionnaire, do quantitative analysis of the local tourists. Data for this qualitative study were collected by semi-structured interviews on samples selected by purposive sampling. Distributed 300 questionnaires, and a total of 246 effective questionnaires were collected. The effective rate is 82%. The resulting data conducted by means of descriptive statistics, factor analysis, project analysis, T-test, one-way ANOVA and other statistical methods.
The results obtained are as follows:
1.Demographics: Ali tourists mostly women with aged 40-49 years old, more focus on university education, career-services and married. More tourists to live up to the North and the monthly income of NT $ 2 -3 million are most.
2.Alishan because the big fame and good scenery, so the attraction is not be affected by individual differences.
3.Satisfaction differ due to personal reasons.
4.Revisiting willingness will be affected by the impact of satisfaction, although most visitors is not satisfied, but still willing to come back.
5.Willing to pay the price because of the satisfaction and revisiting willingness and personal conditions are different. Most tourists are willing to pay a higher price in exchange for better service and catering.
The results obtained in this study may be provide B & B industry operating reference.
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