Back Issues 11-20

THE STUDY OF HOMESTAY SERVICE QUALITY, SATISFACTION, AND LOYALTY IN KENTING

Yi-Chun Kuo

Department of Interior Design in Shu-Te University, Assistant Professor

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Po-Cheng Chou
Department of Interior Design in Shu-Te University, Associate Professor

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Abstract

Tourism is booming in Taiwan. According to statistics from the Tourism Bureau, each person in Taiwan makes 8.50 trips per year, with a total of 180 million trips on the island each year. The average length of stay is 1.44 days. The holiday travel ratio is 68.7%, and the overall travel satisfaction rate is 97.4%. The total cost of tourism on the island is NT$400 billion. Among all tourist attractions in Taiwan, national parks with natural beauty and experience activities are the most attractive to consumers, with more than one million tourists visiting each year. Kenting National Park is currently the most visited national park. Under the trend of tourism, homestays in the Kenting area have become a popular choice for tourists to stay. This study takes a homestay in Kenting National Park as the survey object, randomly selects 392 tourists, investigates tourists' views on the service quality, satisfaction and loyalty of the homestay, and analyzes whether service quality affects satisfaction and loyalty. The results found that 1. The respondents' expectations for homestays were higher than their actual satisfaction. 2. Service quality will positively affect price, facility environment, environmental quality and overall satisfaction. 3. Price will positively affect loyalty. This study also provides discussions and suggestions on related results.

Keywords: Kenting, national park, homestay, service quality, satisfaction, loyalty