墾丁後灣地區民宿業經營成功模式個案研究–以資源基礎理論分析

墾丁國家公園是最著名的旅遊勝地每年吸引大批遊客造訪每到旅遊旺季，旅館、飯店一房難求，為解決住宿問題民宿如雨後春筍般大量興建民宿業因而興起，依據民宿業者統計墾丁半島就有超過900家民宿分布在墾丁半島各社區中，各社區有不同的環境、人文、生態，社區民宿業如何有效運用核心資源，在激烈的競爭環境中異軍突起、創造獲利、永續經營，本研究試圖找出其社區民宿業經營成功模式，提供社區民宿業者參考增加經營成功的機率。本研究以「資源基礎理論」為核心，用個案研究法尋找同社區四家民宿近2年有獲利之個案民宿業者，輔以深度訪談法之結構化訪談設計訪談大剛，深入訪談、實際觀察蒐集個案民宿的初級資料，了解個案民宿經營成功關鍵條件，並歸納分析社區內民宿業經營成功模式，提出研究結果與建議。研究結果顯示墾丁後灣地區個案研究民宿業經營成果都具有高回流客率、高住宿率及高獲利率，分析其經營民宿的成功模式分為兩類，1.外部資源相同部分：地理環境優越、人文自然生態豐富、與客人互動親切。2.內部資源差異強弱部分：建築空間設計的獨特性也就是民宿的「風格」、其次是要有「商業型民宿」的經營方式並保有「傳統型民宿」經營的特色、再來就是服務品質的程度、最後是品牌行銷的觀念，這些內部資源差異強弱取決於經營者個人專長能耐的內涵，是影響訂價策略的重要因素。

關鍵字

資源基礎理論；商業型民宿；傳統型民宿；經營成功關鍵條件

並列摘要

Kenting National Park is the most famous tourist destination attracts large number of tourists visit every year, during tourist season, hotel rooms are hard to find, to solve the accommodation problem, a large number of hotel constructs thus the rise, according to industry statistics show Kenting has more than 900 hotels in communities, each community has a different environment, culture, ecology, each hotel is trying to figure how to use their resources more effectively, in the competitive business environment to create profit, this study attempts to identify the success of their communities and operators, provide communities to increase their chances of success. "resource-based theory" is the key, using the case study method to find 4 hotels make any profit in recent years, to observe, interview and collect the date, to understand the key of success, analysis and proposed results and recommendations. Case study results show Kenting's hotel industry after operating results have a high rate of return guests, high rate of occupancy, high profit, analysis the success of the business into 1. External Resources: geographical location, rich natural ecological, interaction with guests. 2.The difference in the strength of internal resources section: architectural space design is unique, second is to have commercial and breakfast way of doing business, but yet maintain traditional of operating characteristics, quality services, the concept of brand marketing, these differences in the strength is important factors affecting pricing strategies.