| Summary: | 碩士 === 銘傳大學 === 新媒體暨傳播管理學系碩士在職專班 === 104 === In recent years, Taiwan's leisure industry is booming, and leisure tourism has become a part of life. Distinctive theme B & B appear suddenly, and consumers are interested in them and choose B & B instead of traditional hotels. In this study, we use "consumer experience", "experiential value", "word-of-mouth intention" and "consumer satisfaction" as four key variables to discuss B & B and analyze the relationship between the four variables. B & B in Taiwan are selected for analysis to provide reference for the operators and make consumers choose B & B during their travel.
From the previous literature the reference variables are selected and used to establish the hypotheses and research structure. The questionnaire survey is conducted to collect the data from customers and then SPSS 18.0 and Smart PLS 2.0 are used to analyze the data, in attempt to explore the impacts of the four variables consumer experience, experience value, consumer satisfaction and intention for word of mouth when consumers select B & B.
The impacts of the four variables on experience of distinctive B & B are discussed by using Structural Equation Model (SEM). A total of 300 questionnaires were distributed, the incomplete questionnaires were deleted and the valid questionnaires totaled 285 which accounted for 95%. According to this study, (1) the consumer experience is positively related to the experience value; (2) the experience value is positively related to the consumer satisfaction; (3) the experience value is positively related to intention for word of mouth; (4) intention for word of mouth is positively related to re-experience; (5) consumer satisfaction is positively related to re-experience and intention for word of mouth. This study uses consumer experience, consumer satisfaction, intention for word of mouth to understand the consumer behaviors and impact of experience value of consumers with different travel experience on consumer satisfaction and intention for word of mouth. The study results can serve as the reference for development of marketing strategies of distinctive theme B & B and meet consumer demands according to consumer travel experience.
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