摘要
本研究旨在探討以社會交換理論探討體驗行銷之消費者感受要素之研究，經由相關文獻探討彙整並透過德爾菲法(Delphi method)、層級分析法(Analytical Hierarchy Process, AHP)來了解小琉球民宿消費者對於民宿選擇的關鍵因素。
本研究採問卷調查，針對3年內到訪屏東縣琉球鄉且投宿民宿2次以上之遊客為研究對象。問卷共發放31份，回收31 份，無效問卷為1 份，有效問卷為30 份，回收率達100%，有效問卷率達96.77%。
研究結果顯示，探討吸引、共同價值觀、合作對消費者選擇小琉球民宿之關鍵要素中，以吸引為最具關鍵影響構面，共同價值觀構面次之。其中前五大主要評估準則為行程內容多元、價格合理、民宿自然生態豐富、服務態度友善、在地文化認同。較不具關鍵評估準則為協力廠商、綠色消費優惠。
關鍵字：社會交換、層級分析法、小琉球、民宿。
ABSTRACT
The purpose of the research is to understand the key factors of customer feeling in Social Exchange Theory through the use of Analytical Hierarch Process (AHP).It will also implement a literature review method and a compilation of expert opinion in outlining the key factors of the consumer feeling in Social Exchange Theory.
The use of an expert questionnaire method will be helpful to create an index that will ultimately be used with AHP gauge the effectiveness of purchasing decision. A total of 31 questionnaires were sent to the users who had more than two times to stay at Liouciou
B&B in tree years. A total of 31 were returned，with 30 valid ones，for a total of 100% return rate, and 96.77% validity rate.
The result of this research showed the most important key is the attraction. Meanwhile, the prior consideration key factors based on the indexes are as follows ：trips plannings , reasonable prices, abundance of natural resources in the B&B, considerate service attitudes, and the approval of the local cultures. The less critical indexes are the cooperative enterprises, and favorable offers of green-consumptions.
Keywords: Social Exchange Theory; Analytical Hierarchy Process; Liouciou Township; Bed & Breakfast
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