近年來，旅客在選擇住宿的傾向日益偏向能夠深入體驗在地文化與生活的民宿，然而，民宿產業面臨的挑戰與困境亦然，尤其是如何有效地吸引顧客的再度光臨。此研究試圖透過融合顧客滿意度與地方連結感的角度，深入探討社會支持如何影響民宿業者的地方認同感和服務效能，以增進顧客的滿意度並建立地方連結感，最終促進其再次住宿的意願。此外，此研究同時考慮人格特質、產業重視度與關係維繫期間的調節作用，以增強理論模型的解釋能力。
本研究以台灣的民宿產業作為研究對象，採用問卷調查法，分別收集了65筆業者資料和615筆顧客資料。分析結果顯示，社會支持對民宿業者的地方認同感具有顯著的影響，進一步影響了顧客的地方連結感與再宿意願。另外，服務效能能夠提高顧客的滿意度，並激發其再次住宿的意願。進一步的研究發現，誠實-謙卑的人格特質能夠增強社會支持對服務效能與地方認同感的影響，而服務效能與顧客滿意度、地方認同感與地方連結感的關係則受到產業重視度的調節。最後，本研究發現，對於新、舊顧客群，影響其再訪意願的因素有所不同，新顧客的再宿意願較大程度地受到顧客滿意度的影響，而對於舊顧客，地方連結感的影響則較為強烈。因此，本研究建議，民宿業者在制定營運策略時，應該考慮到顧客群體的差異，對不同的顧客群體採取適當的策略，以最大程度地提升顧客的再宿意願。

In recent years, bed and breakfasts (B&Bs), known for providing immersive local cultural experiences, have become the preferred choice for many travelers. Yet, the B&B industry grapples with issues, particularly the development of strategies to encourage repeat visits. This research explores the role of social support in affecting the local identification and service performance of B&B owners in Taiwan, from the viewpoints of customer satisfaction and place bonding. We aimed to boost customers’ revisit intentions by enhancing their satisfaction and fostering place bonding. Additionally, the moderating influences of personality traits, industry importance, and relationship length were considered.
Data was gathered from 65 owners and 615 customers via questionnaire surveys. Results showed social support significantly influences the owners’ place identity, in turn impacting customers’ place bonding and revisit intention. Service performance also notably elevates customer satisfaction and revisit intention. Findings revealed that honesty-humility trait amplifies social support’s effect on service performance and place identity. Moreover, industry importance moderates the relationship between service performance, customer satisfaction, place identity, and place bonding. Finally, the study finds that factors influencing the revisit intentions of new and old customers differ. The revisit intentions of new customers are more influenced by customer satisfaction, while for old customers, the influence of place bonding is more pronounced. Thus, this study suggests B&B owners to adopt diverse strategies for different customer groups to maximize revisit intentions.

論文審定書i
誌 謝ii
摘 要iii
Abstractiv
目錄v
圖目錄vii
表目錄viii
第一章 緒論1
第一節 研究背景1
第二節 研究動機5
第三節 研究目的7
第二章 文獻回顧8
第一節 社會支持理論8
第二節 社會認同理論11
第三節 地方認同理論14
第四節 服務品質理論16
第五節 誠實-謙卑人格20
第六節 關係長度23
第七節 產業重視度28
第八節 民宿產業研究29
第三章 研究方法31
第一節 研究架構31
第二節 研究假說32
第三節 測量工具40
第四章 資料整理與分析55
第一節 樣本特性55
第二節 信度與效度59
第三節 假說驗證65
第四節 小結74
第五章 結論與建議75
第一節 主要發現75
第二節 學術貢獻76
第三節 管理意涵77
第四節 研究限制與未來研究建議79
參考文獻81
附錄一、業者問卷100
附錄二、旅客問卷104

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