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系統識別號 U0026-0508201317232800
論文名稱(中文) 社會互動與背包客青年旅館滿意度之研究
論文名稱(英文) A Study of Social Interaction and Customer's Satisfaction towards Backpacker Hostels
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 李尚儒
研究生(英文) Shang-Ju Li
學號 R47001181
學位類別 碩士
語文別 中文
論文頁數 124頁
口試委員 指導教授-劉宗其
口試委員-許永明
口試委員-吳立偉
口試委員-陳正忠
中文關鍵字 背包客  青年旅館  社會互動  滿意度 
英文關鍵字 backpacker  hostel  social interaction  satisfaction 
學科別分類
中文摘要 近年來國人自助旅行風氣盛行,並在網路資訊取得便利與媒體的刺激之下,背包客高度自主且充滿冒險精神的旅行方式正以一種親民的分式進入國人生活當中,青年旅館文化亦在此ㄧ浪潮中逐漸為許多臺灣青年旅行者所接受。而本研究為探討臺灣背包客在青年旅館選擇上之考慮因素,並將考慮因素區分為價格、形象、軟體服務、硬體設施與位置等,加以了解上述因素與青年旅館滿意度之間的關係,並探討不同性別、年齡、職業、經濟狀況與現住地的背包客對於各個考慮因素的態度是否存在差異,再一步探究青年旅館對於促發旅館內社會互動的努力與管理,是否對於背包客考慮因素與青年旅館滿意度的關係產生干擾、變化。

本研究以曾住宿過青年旅館的國人為研究對象,寄發至國內5間青年旅館,並以網路電子問卷的方式進行問卷發放,ㄧ共發放問卷454份,回收有效問卷330份,有效回收率為72.7%。實證結果發現背包客考慮因素對於青年旅館有滿意度有顯著影響,而其中的形象、價格與位置因素對於青年旅館滿意度有顯著影響。而本研究以社會互動為干擾變數時,社會互動將影響青年旅館滿意度,但當背包客考慮因素與社會互動交互作用之下,則無對青年旅館滿意度產生顯著之影響。
英文摘要 The past few years in Taiwan have seen a growing popularity of Tai-wanese travelers travel by themselves. With instant access to the Internet and the positive image shaped by the media, backpacking concept was in-troduced into Taiwan in a fresh and achievable way, which permits maxi-mum freedom and embraces the adventurous idea of "to explore the unkn-own" during the trip. With regard to this, more and more Taiwanese you-ng travelers chose backpacking as another option to have some different experiences. In order to nourish the backpacking culture in Taiwan as well as to add to the diversity of vacation styles, this research aims at invest-igating Taiwanese travelers' need and their aspects of consideration when deciding which place to stay. The aspects of consideration are specifically identified as (a) price (b) image (c) service (d) facilities (e) location, and the study gives an in-depth analysis on discerning the relation between these five aspects and customers' satisfaction towards a hostel. Through the investigation, the research is also able to present if traveler's gender, age, occupation, socioeconomic status, current residence will make a diffe-rence to their considerations. Ultimately, this dissertation further looks at whether a hostel's management and subtle encouragement on social intera-ction will raise travelers' satisfaction towards the hostels they have stayed.

The research population is the Taiwanese travelers who have stayed in hostels previously. The paper questionnaires were sent to five hostels across Taiwan, with the online questionnaire being spread out at the same time. A total of 454 questionnaires were issued, and the valid questionnaires are 330 copies with effective rate at 88.6%. The current result suggests that travellers' aspects of consideration had a significant effect on their satisfactions, and the image factor was the most significant effect among other factors. Specially, the social interaction factor also had a notable influence on traveler's satisfaction as it was considered as a moderating variable; nevertheless, as travellers' considerations interacted with the social interaction factor, the statistics did not show a direct effect on travelers' satisfaction towards a hostel.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 研究流程 8
第二章 文獻回顧 10
第一節 背包客 10
第二節 青年旅館 19
第三節 社會互動 32
第四節 滿意度 37
第三章 研究方法 44
第一節 研究架構與研究假設 44
第二節 研究假設 45
第三節 研究變數定義 48
第四節 問卷設計 50
第五節 抽樣方法 56
第六節 資料分析 56
第四章 研究結果 59
第一節 樣本分析 59
第二節 敘述性統計 70
第三節 因素分析與信度檢定 78
第四節 相關分析 83
第五節 獨立T檢定與多變量分析 85
第六節 迴歸分析與假說檢定 91
第五章 結論與建議 97
第一節 研究結論 97
第二節 討論 99
第三節 實務意涵 104
第四節 研究限制 107
第五節 未來研究建議 109
參考資料 110
附 錄 120
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網頁資料
交通部觀光局.(2013). 近10年來臺旅客及國民出國人次變化、近10年國人國內旅遊總旅次變化. http://admin.taiwan.net.tw/public/public.aspx?no=315
內政部戶政司人口資料庫(2013).結婚及離婚平均數與中位數
http://www.ris.gov.tw/zh_TW/346
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