民宿因提供多樣化、個性化特色，一直受到特定旅客的喜愛。而近年文化創意產業的蓬勃發展，讓許多原本就具有特色的民宿開始結合在地歷史與文化，進行了文化創意型態的轉變，以為旅客帶來不同於一般民宿的住宿體驗，而這類的文創民宿所提供的服務場景是否真的能吸引到顧客，使其為顧客提供所需服務的同時，也能加強顧客對民宿的依附程度，進而刺激再次消費意願是本研究的重點。
　　由於以往的研究多以情緒、感知、滿意等旅客自身的初級認知結果作為中介變數，未全面考慮到這些變數對民宿中的顧客所帶來情緒上的變化，即顧客與民宿之間特殊的社會情感聯繫。很多顧客會再次光顧是因為他們與民宿之間存在一種特殊的情感聯結，這種特殊的情感聯結被稱為地方依附。本文以國內外相關文獻和理論為研究基礎，通過對文創民宿特點的分析，結合調研訪談中獲取的關鍵資訊，形成調查問卷，運用SPSS進行統計分析，研究結果發現，文創民宿文化內涵、內外部環境與設施、安全與隱私對顧客再次消費意願有所影響，其中文化內涵對顧客再次消費意願影響為正相關且最為明顯，透過研究發現可作為文創民宿經營者在經營管理上之參考。
本研究結論發現如下:
1. 文創民宿文化內涵的營造，有助於顧客文化認同、在地認同情感的提升。
2. 顧客對文化認同、在地認同的情感，對顧客再次消費意願有所提升。
3. 文創民宿文化內涵的營造，有助於顧客再次消費意願的提升。

關鍵字：文創民宿、服務場景、文化認同、地方依附、再次消費意願

ABSTRACT
　　The factors that guesthouse is always the favorite of certain travelers attribute to its diversified, special and stylish service. Recently, with the prosperity in cultural and creative industries, numerous guesthouses start to combine with local history and culture in order to provide the travelers extraordinary accommodation experience; However, whether this sort of changes in service could attract more customer and further increase their adhesion remain an important issue.

Emotion, perception and satisfaction of the travelers are regarded as intermediate factors in the researches; However, mood changes, in other words, social connection is always ignored. A large proportion of the customers choose to revisit and re-stay at the guesthouse owing to a special affective connection called place attachment. This research is based on literatures and theories to develop questionnaires, utilizing SPSS to analyze the collected date. According to the results, connation, internal and external environment ,facilities, security and privacy of Wenchuang guesthouse also play roles in influencing the customers’ re-consumption willing. Furthermore, the influence of cultural connation is the most significant among all the factors, which could be a valuable reference to the managers of the Wenchuang guesthouse.

The conclusions and findings of this research.
1. The cultivation in connation of Wenchuang guesthouse could increase the consumers’ cultural and local identity.
2. Consumers’ cultural and local identity boost their re-consumption willing.
3. Developing the cultural connation of Wenchuang guesthouse has positive effect on the improvement in consumers’ re-consumption willing.

Key words: Wenchuang guesthouse, servicescape, cultural identity, place attachment, re-consumption willing

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第二章　文獻探討 4
第一節　民宿相關研究 4
第二節　服務場景 7
第三節　地方依附 9
第四節　再次消費意願 11
第五節　文化認同 13
第三章　研究方法 17
第一節　研究流程 18
第二節　研究模型 19
第三節　研究假設 22
第四節　問卷設計及測試 28
第四章　資料分析 36
第一節　樣本結構及描述性統計分析 37
第二節　信效度分析 42
第三節　推論分析 50
第四節　總結與討論 66
第五章　研究結論與建議 74
第一節　研究發現與管理意涵 74
第二節　研究限制與建議 75
參考文獻 77
附錄 84

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三、網路
1. https://www.taiwan.net.tw 行政院交通部觀光局
2. https://www.khcc.gov.tw 高雄市政府文化局
3. https://law.moj.gov.tw 全國法規之料庫