雲林縣華山地區民宿業策略聯盟之研究

A Research on the Strategic Alliance among the B&B industry in Hua-Shan, Yun-lin County

蘇維杉(Wei-Shan Su) ； 林杏秋(Shing-Chiu Lin)

《休閒暨觀光產業研究》 4卷2期 (2009/10) Pp. 47-59

https://doi.org/10.6158/JLTIR.200910_4(2).0003

摘要

雲林縣內的華山地區本非觀光熱門景點，但隨著大型主題遊樂園的成立，加上政府推廣休閒農業轉型，當地積極發展台灣咖啡產業，使遊客願意選擇華山民宿為旅遊住宿地點。然而由於外在競爭環境愈趨複雜，因此現階段許多民宿業者會經由策略聯盟的合作方式，來補足某種程度上的缺陷，或是更突顯既有的優勢。本研究目的在於瞭解民宿業者與策略聯盟組織之間相關研究，採取質性研究方法，以立意抽樣選取五家民宿業者為研究對象，深入探討華山地區民宿策略聯盟發展的背景與現況以及民宿業者參加策略聯盟組織的動機、目的和發展，根據研究所得結論包括：（一）華山地區民宿策略聯盟的組織主要包括「華山休閒產業促進會」和「雲林縣民宿發展協會」，而聯盟組織目前逐漸成為華山地區業者與公部門的溝通橋樑。（二）華山地區民宿業參與策略聯盟的動機包括為了組織利益、經濟利益以及人力利益三因素，在參與目的上則包括有技術及資源的互補、共同參與活動和建立合作關係三個因素，在策略聯盟組織未來發展則是民宿業者已經領略到現在是發展「策略聯盟」的好時機，顯示策略聯盟在產業經營的重要性和發展性。

關鍵字

華山 ； 民宿 ； 策略聯盟

並列摘要

Hua-Shan, in Yun-Ling County was not a popular tourist attraction. However, tourists have been choosing to stay in B&B in Hua-Shan, sincesome theme parks were established and the government promoted agricultural transformation so that locals took actions to grow Taiwan coffee beans. At present, B & B owners, each of them with limited resources, cannot survive the fierce competition and the deteriorating environment. Strategic alliance makes up the defects of each of them or accentuates their merits. The purpose of the research is to understand the relationships between B & B owners and the strategic alliance. To conduct in-depth interviews, we randomly picked five landlords of different B & B's based on the conception of the research. Based on the interviews, we analyzed the background of the alliance development, their motives, purpose and potential development to join the alliance. The conclusions of the research were: 1. The major strategic alliance of Hua-Shan B&B society includes「The Society of Hua-Shan Leisure Industry」and「The Association of Yun-Ling B & B Development. The alliances become a communicate bridge to the government. 2. B & B owners were motivated to join the strategic alliance because they have the same benefit of organization, economic and human resource. The purpose of alliance is the exchange of techniques and resources, collaboration for event and establish collaboration relationship. The future of strategic alliance is become more important for the leisure industry.

並列關鍵字

Hua-Shan ； B & B ； strategic alliance

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