| Summary: | 碩士 === 國立高雄餐旅大學 === 觀光研究所在職專班 === 105 === Due to the increasing number of tourists visiting Taiwan in recent years, the demand for hotel in tourism market also rises, which has also led to the diversification of hotel business model. Several other boutique hotel brands have been stationed in Taiwan and make the market segmentation—boutique hotels section more competitive, so to know how to enhance the guests’ willingness to revisit the hotel becomes the key to success.
This study explores the relationship between service quality, service value, guest satisfaction and willingness of revisitation in boutique hotels from the perspective of consumers.
This research studies relevant reference to probing correlations targeting guests of boutique hotels. The survey is conducted using convenient sampling, and the questionnaire was sent out from June to August, 2016. A total of 500 questionnaires were sent out, 409 were collected, and deduct 6 which categorized as invalid replies; the valid recovery rate was 80.6%.
Data analysis is based on statistical software SPSS Statistics 17.0 version for data processing and hypothesis validation. We respectively implement descriptive statistics and inferential statistical analysis. The statistical methods used is explained as follows: the sample composition analysis, narrative statistics, reliability analysis, Degree analysis, factor analysis, t test, mutation analysis and regression analysis.
The conclusions are as follows: 1. the quality of service has a significant positive impact on the service value. 2, the service quality has a significant positive impact on the guest satisfaction. 3. The quality of service has a significant positive impact on the willingness of revisitation. 4, the service value has a significant positive impact on the guest satisfaction. 5, the guest satisfaction has a significant positive impact on the willingness of revisitation.
After studying the primary data collected by the questionnaires and quantitative analysis, combine with my personal field work, the results of this study shows the quality of service, the service value and guest satisfaction has positive correlated to the willingness of revisitation in boutique hotels. To provide differentiated service to individual guests is suggested, so the guests could closely experience the service value and become attach to their emotions and increase the guest satisfaction respectively.
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