| Summary: | 碩士 === 稻江科技暨管理學院 === 休閒遊憩管理學系碩士班 === 104 === This goal of this study is understanding how the service quality and Word- of- Mouth(WOM) of Bed and Breakfast(B&B) influence travelers' choices. The study focuses on travelers from Taiwan island and the items of service common opinions they are most concerned about. Such as the characteristics of inquirers , and the rating of service quality are included .
Questionnaires are taken for the evaluation, 260samples been dispatched and 250 got back, reaching 96% of the whole. Among them, 236 are effective samples, after removing the invalid. and the validity reaches 94%. Through questionnaires, travelers are inquired personally and their comments are carefully analyzed to accomplish a reliable statistical result.
The result indicates obvious differences in the concern of WOM and the five facets among people from various age, career, education background and visiting times. The better educates prior inquiries care more about these five facets: reliable WOM, response WOM, guaranteed WOM, concerning WOM and tangible WOM. Whereas the lower educated are more ignorant of the above.
Those aged between 31-45 put more emphasis on the five facets because mostly they are the finance suppliers of their families, and so they play the responsible and decisive roles, expecting perfect service qualities, in planning the trips. Consequently, B&B dealers are supposed to pay more attention to whether they offer satisfactory service to meet visitors' demand.
Upgrading service qualities increases guests' satisfaction and promotes better comments, and accordingly, the guests will recommend their experiences to their friends and relatives. In this way, dealers attract more and more visitors without having to pay huge expense for commercials.
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