請用此 Handle URI 來引用此文件: http://hdl.handle.net/11455/20927
標題: A Study on the Relationship Among Motivation, Personality and Performance for Taiwan B&B Practitioners - The B&B's characters as Mediators
台灣民宿創業動機、人格特質與績效表現之探討─以民宿特色為中介變數
作者: 劉致顯
Liu, Chih-Hsien
關鍵字: B&B
民宿
B&B's characters
Motivation
Personality , Performance
民宿特色
創業動機
人格特質
績效表現
出版社: 企業管理學系所
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摘要: The owners of B & B(Bed and Breakfast)highly increase. Especially during the year of 2000 to 2010, it reaches 134% growth. People who like to travel would rather to live in outstanding and unique B & B than expensive hotel. However, the numbers of B&B offers is highly more than the demand of travelers. Furthermore, under the situation for lack of loyalty and the habit of people who change their minds fast are also testing the survival ability of those B & B owners. This research bases on B&B's characters as the intermediary variable discussing the topic that the influence between personality characteristic and the motive of B&B's owners. Then, try to understand whether personality characteristic will change the style of B&B or not, and the profit of B&B's owners. This research is selected by the quality and quantity parallel. The quality is the depth interview with B&B owners for auxiliary, and the quantity is questionnaire investigation for primarily. We totally provides 400 questionnaires, deducting the invalid one as well as the completeness one. We total get 111 questionnaire s back, and the effective returns-rate is 27.8%. This research uses the analysis of social stratum to examine supposition of the definitive text research, and discovering that: the characteristic of the motive B&B owner and profit in business has a positive influence, and has a negative influence to B&B owner if it is red in business. The character of B&B has a positive influence with business profit and career satisfaction. The motivation of business will affect the monthly profit through B&B character, and the characteristic will affect the career satisfaction through B&B character. It can't be satisfied with consumers, if B&B only offers the place to live. The appearance of B&B character is the core to hit the point of the consumers' need. Building an unique B&B can not only crease unchangeable experience for the travelers, but solve the problem to increase the business profit.
台灣民宿在2000年到2010年的成長幅度高達134%,出色且獨特的民宿已經改變國人外出旅遊的住宿習慣,並且取代了昂貴的飯店。然而在民宿供過於求和消費者需求的快速改變的情況,都在考驗今天民宿經營者的生存能耐。因此本研究以民宿特色為中介變數,探討人格特質以及創業動機對民宿績效的影響,試圖了解民宿業者的基本人格特質是否會改變其民宿在特色上面的展現,進而影響民宿績效。 本研究採用質量並行的方式來進行研究,質化的民宿經營者深度訪談為輔,量化的問卷調查法為主,共計發放400份問卷,扣除無效問卷以及填答不完整者,共計回收111份問卷,有效回收率為27.8%。本研究採用階層迴歸的分析檢定本研究之假設,研究結果發現:創業動機以及人格特質皆會對民宿特色有顯著正向影響,人格特質對民宿經營困境有顯著的負向影響;民宿特色對民宿績效中的月營業額以及職涯滿意度有顯著正向影響;而創業動機會透過民宿特色的中介效果來影響民宿績效中的月營業額,而人格特質會透過民宿特色的中介效果來影響民宿績效中的月營業額以及職涯滿意度。 對於民宿而言,僅只提供住宿場所已經無法滿足現今遊客的需求,民宿特色的建置是為改善民宿績效表現的核心,深入了解遊客的需求,建置屬於自己民宿獨一無二的特色,為遊客創造無可替代的旅遊體驗才是打破整體不景氣,解決經營困境以及提高民宿績效表現的方法所在。
URI: http://hdl.handle.net/11455/20927
其他識別: U0005-0307201023503100
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0307201023503100
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