[ 摘要 ]

本研究擬分析原住民地區民宿遊客，對民宿體驗前之選擇動機、資訊來源，及民宿體驗項目的重視程度與滿意度如何？期能讓原住民地區民宿業者，了解遊客對原住民地區民宿之真正需求項目，提供原住民地區民宿業者檢視及提昇其經營績效與服務品質之參考。

本研究獲致以下幾點結果︰

1.遊客對客房乾淨程度、環境清潔衛生程度重視度最高，但滿意度較低，顯示有服務缺口。

2.原住民地區之民宿遊客對遊憩活動體驗重視度以美學的體驗及教育的體驗為重，且對目前民宿業者提供之遊憩體驗活動較不滿意。

3.原住民地區之民宿遊客以家庭式及同學、朋友組成的小團體為主，民宿經營者可針對這些特定客群進行行銷。

4.透過口碑的建立及合法民宿網路的介紹，增加遊客量。

5.住宿體驗項目或遊憩活動體驗項目均應加入原住民元素，有助提高

遊客滿意度。

6. 加強社區觀光及產業發展協會的運作，提供遊客貼心的服務。

7. 期盼公部門多舉行特色體驗活動，打響知名度，吸引客潮。

[ 英文摘要 ]

This study aims to explore the visitor expectation and satisfaction towards experience of B & B in Kaohsiung and Pingtung aboriginal region, and the decision motivation, information resource before the visitors start experience of B & B. The results are expected to help the B & B in aboriginal region to capture the key successful factor of visitor demand, and give suggestion to B & B in aboriginal region while examining and upgrading their business performance and service quality. The results indicate that

1）the top two business administrative factors for the visitors expectation towards experience of B & B are room cleanness and cleanly environment, but the satisfaction for the above are relatively lower ,it exist service gap in between;

2）the visitors expectation towards experiential activities of B & B in aboriginal region prefer to esthetic experiential activities and educational experiential activities, and they are not contented with those experiential activities service by B & B operators;

3）the visitors of B & B in aboriginal region are primarily the groups consisted of family, school mate and friends, this result gives the B & B operators clear orientation to promote;

4）it would get better performance if B & B operators could implement their own B & B website and upgrade their own goodwill;

5）both the lodging experience and leisure experiential activities that developed in this questionnaire, the aboriginal element should be taken into account to upgrade the satisfaction of visitors;

6）improve the community leisure and industry developing association activity, give the visitor better service;

7）more expectation that government could take place more special experiential activity to promote this leisure industry.