本研究主要探討東南亞旅客來台旅遊產生不同的旅遊動機後選擇民宿住宿之影響。。由來台「旅遊動機」、「度假模式」與「體驗品質」為構面；探討其所產生的「滿意度」、「可回憶性」之間關係其最後產生「口碑」之行為意圖；分析東南亞旅客產生來台不同的旅遊動機與度假模式之間所產生的連結，進而瞭解東南亞旅客對於台灣民宿住宿其體驗品質所產生的滿意度與口回憶性是否會影響其口碑。
本研究以以來台旅遊之東南亞觀光客，主要為居住在香港、澳門、新加坡以及馬來西亞、印尼、越南等旅客為研究對象，共獲得有效樣本174份，依研究目的及驗證假設之需以敘述性分析、信度分析、集群分析、因素分析並以由AMOS以結構方程模式(SEM)進行資料分析。
    本研究以路進分析進行假說的驗證。研究結果顯示： 1.根據旅客產生不同的旅遊動機與度假模式將觀光客區分為兩群，並依照各群在動機上的差異，分別給予命名為「追求快樂型」與「情境轉換型」。2.不同集群的觀光客對於民宿體驗品質產生不同的行為意圖。3.東南亞旅客的民宿體驗品質對於旅遊可回憶性與滿意度有正向影響。4.東南亞觀光客對於旅遊體驗滿意度與可回憶性對於口碑有正向影響。故民宿業者應針對旅遊動機方面設計住宿為主旅遊為輔的附加行程來吸引東南亞旅客投宿，增加民宿的住宿率。

This study aimed to explore the Southeast Asian tourists’ travel motivations of hostel accommodation during travel in Taiwan. With “travel motivation”, “holiday mode” and “experiential quality” as the dimensions, the correlation between the “satisfaction” and “memorability” produced was explored to generate the “word-of-mouth” behavior intention. In terms of the experiential quality of the guest house accommodation, the link between the various travel motivations and vacation modes analyzed to determine how they affect the “satisfaction” and “memorability” of stay in Taiwan’s guest house
This study, with the Southeast Asian tourists travelling in Taiwan and residing in Hong Kong, Macau, Singapore, Malaysia, Indonesia, and Vietnam as study subjects, a total of 174 valid samples were obtained. Based on the research purpose and hypothesis test requirements, data analysis was conducted through descriptive analysis, reliability analysis, cluster analysis, factor analysis, and AMOS structural equation modeling (SEM).
In this study, the hypothesis test was conducted through path analysis. The results show: 1. according to the different travel motivations and holiday modes produced by the tourists, the tourists were divided into two groups; then, based on the differences in the motivation of the different groups, the groups were named “the pursuit of happiness” type and “situational transformation” type; 2. the different groups of tourists produced different behavioral intentions for the hostel experiential quality; 3. the Southeast Asian tourists’ hostel experiential quality has a positive impact on travel memorability and satisfaction; and 4. the Southeast Asian tourists’ travel experiential satisfaction and memorability have a positive impact on word-of-mouth. Thus, in terms of travel motivation, hostel owners should design accommodation-based package plans supplemented by travel in order to attract Southeast Asian tourists to stay in hostels and increase the accommodation rate.

目錄
目錄	I
表目錄	IV
圖目錄	VI
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	5
第三節 研究範圍與對象	6
第四節 研究流程	6
第二章 文獻探討	8
第一節 旅遊動機與度假模式	8
第二節 體驗模式與旅遊體驗決策模式	12
第三節 體驗品質與可回憶性、滿意度之關聯性	16
第四節 口碑與可回憶性、滿意度之關聯性	19
第三章 研究方法	22
第一節 研究架構與假設	22
第二節 變數定義與衡量方式	24
第三節 研究設計	28
第四節 問卷設計	29
第五節 分析方法	30
第四章 資料分析	33
第一節 受訪旅客樣本結構分析	33
第二節 信度分析	39
第三節 旅遊體驗決策模式	40
第四節 探索性因素分析	42
第五節 驗證性因素分析	43
第六節 結構方程模式分析	49
第七節 來台旅客「體驗品質」、「滿意度」、「可回憶性」及「口碑」之變異數分析	55
第五章 結論與建議	62
第一節 結論	62
第二節 建議	65
第三節 研究限制與後續研究建議	66
參考文獻	67
一、中文部份	67
二、英文部分	69
附錄一：中文問卷	77
附錄二：英文問卷	82


表目錄
表1-1 2010 年來臺旅客統計資料 .................................................................................... 2
表3-1 來臺旅遊動機之量表 .......................................................................................... 24
表3-2 度假模式衡量 ...................................................................................................... 25
表3-3 民宿投宿之旅遊動機 .......................................................................................... 25
表3-4 體驗品質衡量 ...................................................................................................... 26
表3-5 滿意度衡量 .......................................................................................................... 27
表3-6 可回憶性衡量 ...................................................................................................... 27
表3-7 口碑衡量 .............................................................................................................. 27
表3-8 社經背景與度假模式衡量 .................................................................................. 28
表4-1 人口統計分布情形 .............................................................................................. 34
表4-2 來臺旅遊模式分布情形 ...................................................................................... 35
表 4-3 來臺選擇民宿住宿 ............................................................................................. 36
表4-4 吸引來臺觀光原因 .............................................................................................. 37
表4-5 旅遊動機與民宿住宿動機資料統計分析 .......................................................... 38
表4-6 體驗品質、可回憶性、滿意度與口碑資料統計分析 ...................................... 39
表4-7 信度分析結果 ...................................................................................................... 40
表4-8 集群分析表 .......................................................................................................... 41
表4-9 分群T 檢定與假說驗證 ..................................................................................... 42
表4-10 各構面探索性因素分析之結果 ........................................................................ 43
表4-11 體驗品質量表驗證性因素分析 ........................................................................ 45
表4-12 可回憶性量表驗證性因素分析 ........................................................................ 46
表4-13 滿意度量表驗證性因素分析 ............................................................................. 46
表4-14 口碑量表驗證性因素分析 ................................................................................ 47
表4-15 體驗品質量表驗證性因素分析 ........................................................................ 48
表4-16 區別效度分析暨變數相關係數表 .................................................................... 49
表4-17 整體理論模式配適度分析表(Bagozzi & Yi, 1988) ......................................... 53
表4-18 理論結構模式之路徑係數與假說驗證 ............................................................ 54
表4-19 總合模式與分群模式樣本路徑係數 ................................................................ 54
表4-20 分群模式配適度分析表(Bagozzi & Yi, 1988) ................................................. 55
表4-21 總合模式與分群模式之比較 ............................................................................ 55
表4-22 國籍在各構面上之差異性檢定 ........................................................................ 56
表4-23 性別在各構面上之差異性檢定 ........................................................................ 57
表4-24 年齡在各構面上之差異性檢定 ........................................................................ 57
表4-25 教育程度在各構面上之差異性檢定 ................................................................ 59
表4-26 職業在各構面上之差異性檢定 ........................................................................ 60
表4-27 年收入在各構面上之差異性檢定 .................................................................... 61

圖目錄
圖1-1 研究流程 .............................................................................................................. 7
圖2-1 體驗的構面與四種類型 .................................................................................... 15
圖3-1 研究架構 ............................................................................................................ 22
圖4-1 整體結構方程模式圖 ........................................................................................ 52

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