民宿遊客是否願意為體驗經濟支付更高的價格？ 以南投縣魚池鄉為例

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Title:	民宿遊客是否願意為體驗經濟支付更高的價格？以南投縣魚池鄉為例
Other Titles:	Are bed and breakfast guests willing to pay a premium to experience economy ? A case study on Yu-Chih Township in Nantou County
Authors:	林宛儒 Lin, Wan-Ru
Contributors:	黃宜瑜 Huang, Yi-Yu 東海大學景觀學系
Keywords:	體驗經濟;體驗國度;特徵價格;民宿房價 experience economy;experience realms;hedonic price;B&B room price
Date:	2012
Issue Date:	2013-01-02T03:45:28Z (UTC)
Abstract:	隨著經濟的發展，社會逐漸朝著已開發國家形態轉型，體驗經濟將成為未來的經濟型態。特徵價格研究中多使用民宿或旅館設施特徵及交通特徵來預測房價，鮮少學者使用「體驗經濟觀點」探討民宿特徵，並計算各項特徵之邊際隱含價格。本研究目的為探討民宿體驗經濟特徵與周邊條件特徵之內涵，並據此建構民宿特徵價格模型，最後進行各特徵邊際隱含價格之估計。研究工具為結構式問卷及民宿網站調查表。問卷包含民宿體驗經濟特徵、民宿價格、旅遊與住宿相關屬性、基本社經屬性四個部分。研究母體為南投縣魚池鄉民宿遊客，採便利抽樣方式，對受訪者受訪前一晚下榻的民宿進行調查。共發放465份問卷，獲404份有效樣本，並使用其中的355份樣本(限二人與四人房型)進行後續分析。資料分析方法包括探索性因素分析、半對數多元迴歸分析與邊際特徵價格之估計。研究結果顯示，在因素分析方面，民宿體驗經濟特徵包括商品、情感交流、服務及體驗(逃避現實、娛樂、審美及教育)等特徵；民宿周邊條件特徵包括遊憩吸引力、交通便利及商業活動等特徵。在民宿網站調查表方面，包含民宿體驗經濟特徵：商品、服務、體驗(審美、娛樂)及民宿周邊條件特徵：遊憩吸引力、交通便利。依據特徵價格理論所建構之民宿特徵價格模型。半對數多元迴歸分析結果顯示，整體模型呈顯著(F(22, 322) =43.088, p =.000)，可解釋民宿房價中72.3％的變異量。民宿體驗經濟特徵中的「商品措施s」(邊際隱含價格為195.62元)、「審美_E」(206.02元) 、「湖景」(349.68元) 、「教育_E」(114.59元)、「娛樂措施s」(289.40元)均可有效提昇民宿房價，但「情感交流_E」(－212.16元)卻會降低房價，這可能跟高度的情感交流會導致隱私性降低與人情壓力反而無法使遊客獲得充分的放鬆與休息所致。民宿周邊條件特徵中的「民宿20分鐘車程內的景點數目」(91.19元)、「民宿到最近碼頭的行車時間(分鐘)」(－55.98元)可有效提昇民宿房價，顯示遊憩吸引力為民宿遊客挑選民宿時偏好的重要屬性。但「民宿到最近知名景點的行車時間(分鐘)」(56.57元)越長，房價卻越高，顯示遊客可能認為知名景點附近繁忙的交通、吵雜的人群、與空氣污染等因素較不利於住宿。目前國內民宿產業中，服務特徵對民宿房價已無顯著的加值效果，推測遊客可能認為服務係民宿產品的基本要項所致。本研究結果部分符合Pine與Gilmore(2006)所提出體驗經濟理論的預測。關鍵字：體驗經濟、體驗國度、特徵價格、民宿房價 With economic development, Taiwan has advanced into a developed society, and experience economy will become future economic pattern. Previous studies on hedonic price mostly predict room prices by characteristics of facilities in B&B or hotels and transportation, while few have explored the characteristics of B&B from “the perspective of experience economy” and calculated the implicit marginal prices of the characteristics. This study aims to explore the characteristics of B&B experience economy and related conditions, and construct the model of B&B hedonic price. This study then estimates implicit marginal prices of the characteristics. The research tools were structural questionnaire and investigation on B&B websites. The questionnaire included characteristics of B&B experience economy, B&B prices, attributes related to tourism and accommodations and basic social and economic attributes. The population was the B&B tourists in Yu-Chih Township in Nantou County. By convenience sampling, the researcher investigated the B&B where the subjects stayed at the night before the interview. A total of 465 questionnaires were distributed, and 404 valid samples were retrieved. Data analyses, including exploratory factor analysis, semi-log multiple regression analysis and estimation of marginal hedonic price, were conducted on 355 samples (double rooms and the suites). According to the results of factor analysis, characteristics of B&B experience economy include goods, emotional exchange, service and experience (escapist, entertainment, esthetic and education); characteristics of the surrounding conditions of B&B refer to recreational attraction, convenient transportation and business activities. As to the investigation on B&B websites, it includes the characteristics of B&B experience economy: goods, service, experience (esthetic, entertainment) and characteristics of surrounding conditions of B&B: recreational attraction and convenient transportation. B&B hedonic price model is constructed according to hedonic price theory. The result of semi-log multiple regression analysis indicated that the overall model is significant (F(22, 322) =43.088, p =.000) and it can explain 72.3% of variance in B&B room price. In characteristics of B&B experience economy, “goods and facilities” (implicit marginal price is NTD 195.62), “esthetics” (NTD 206.02), “lake view” (NTD 349.68), “education” (NTD 114.59) and “facilities of entertainment” (NTD 289.40) can effectively enhance B&B room prices. However, “emotional exchange” (NTD -212.16) will reduce room prices. The reason is that high degree of emotional exchange will lower the privacy, and the tourists cannot fully relax and rest due to interpersonal pressure. Among the characteristics of surrounding conditions of B&B, “the number of scenic spots within 20 minutes driving from B&B” (NTD 91.19) and “the driving time (minute) from B&B to the nearest pier” (NTD -55.98) can effectively increase B&B room prices. It demonstrates that recreational attraction is the important attribute for tourists when selecting B&B. However, when “the driving time (minute) from B&B to the nearest spots” (NTD 56.57) is longer, room prices are higher. It shows that the tourists might suggest that the busy traffic, noisy crowd and air pollution near the famous spots are negative factors for accommodations. However, in current B&B industry of Taiwan, service characteristics do not have significant value-added effects on B&B room prices. It is inferred that the tourists might consider the services as the basic requirement among B&B products. Findings of this study match the partial prediction of Pine and Gilmore (2006) in experience of economic theory. Keywords: experience economy, experience realms, hedonic price, B&B room price
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