This study aimed to explore the Southeast Asian tourists’ travel motivations of hostel accommodation during travel in Taiwan. With “travel motivation”, “holiday mode” and “experiential quality” as the dimensions, the correlation between the “satisfaction” and “memorability” produced was explored to generate the “word-of-mouth” behavior intention. In terms of the experiential quality of the guest house accommodation, the link between the various travel motivations and vacation modes analyzed to determine how they affect the “satisfaction” and “memorability” of stay in Taiwan’s guest house
This study, with the Southeast Asian tourists travelling in Taiwan and residing in Hong Kong, Macau, Singapore, Malaysia, Indonesia, and Vietnam as study subjects, a total of 174 valid samples were obtained. Based on the research purpose and hypothesis test requirements, data analysis was conducted through descriptive analysis, reliability analysis, cluster analysis, factor analysis, and AMOS structural equation modeling (SEM).
In this study, the hypothesis test was conducted through path analysis. The results show: 1. according to the different travel motivations and holiday modes produced by the tourists, the tourists were divided into two groups; then, based on the differences in the motivation of the different groups, the groups were named “the pursuit of happiness” type and “situational transformation” type; 2. the different groups of tourists produced different behavioral intentions for the hostel experiential quality; 3. the Southeast Asian tourists’ hostel experiential quality has a positive impact on travel memorability and satisfaction; and 4. the Southeast Asian tourists’ travel experiential satisfaction and memorability have a positive impact on word-of-mouth. Thus, in terms of travel motivation, hostel owners should design accommodation-based package plans supplemented by travel in order to attract Southeast Asian tourists to stay in hostels and increase the accommodation rate.