摘要
觀光局統計，2003年台灣合法民宿僅有124家，但是到了2008年3月，台灣合法民宿共有2,407家，房間數達到9,608間，可見民宿業蓬勃發展，競爭卻日趨激烈。本研究選擇民宿業者以及旅遊網站業者進行深度訪談，以瞭解目前經營現況，並利用問卷調查消費者使用網路訂用民宿情形、選擇使用網路訂用民宿之考量因素、希望業者網路提供訊息、以及民宿缺失探討等課題。根據研究結果，本研究得到以下結論：1.消費者選用民宿的重要考量因素為分別為口碑、美景、服務，而不同的民宿可以發展差異化優勢以尋找自己的利基市場。2.使用網路蒐集民宿資料與訂房的主要考量原因是網路便利性、資料豐富性、以及口碑。3.消費者對於網站上的內容的期望是越豐富越好。4.大多數民宿規模小，消費者對網路金融交易安全疑慮較大。而對於民宿業者，我們建議下列網路行銷策略：1.民宿主人應針對自己的資訊能力，採取不同網路行銷方式。2.民宿業者網頁的目標市場、風格訴求都應該和整個民宿內涵構成整體性。3.民宿業者應讓網站內容豐富而有條理，以符合消費者的需求。4.民宿業者訂房的部份現階段仍採取傳統電話訂房為主。5.業者應針對住過民宿後具有良好感受的遊客，鼓勵將好的遊玩經驗和照片放在自己的部落格上對於住宿做推薦，以作為口碑行銷。6.提供好的房間品質、親切的服務是民宿業者根本最該做好的部份。
並列摘要
According to the survey of Taiwan Tourism Bureau, there were only 124 legal home stays in Taiwan in 2003. In March 2008, however, there are 2,407 home stays with 9,608 rooms. Due to the fast growth of home stays, severe competition among them has made marketing as an important issue. Based on in-depth interviews with the hosts of home stays and the owners of travel web-sites, this research describes present status of home stay market. By means of questionnaire survey, this study focuses on four topics: how people search for home stays on Internet, why they search for home stays on Internet, what kind of information should be provided on web-site, and what shortcomings consumers complain mostly. The reseach results are summarized as follows: 1. The major three factors for consumers to choose home stay are word-of-mouth, scenery, and services. Different home stays should have their own uniqueness to build up their niche market.2. Convenience, richness information, and word-of-mouth are the major factors for consumers to search for home-stay information via Internet.3. Consumers expect rich contents of home-stay web sites.4. Consumers concern more about the security of Internet transaction due to small scale of most home stays. For home-stay hosts, the research would like to offer some Internet marketing suggestions as follows: 1. Employing appropriate Internet marketing strategies with the consideration of information capability. The target market and image of home stay's web site should match with their concept. 2. Providing the rich and clear contents of web sites. 3. Room reservation by phone still being the major way in current time. 4. Encouraging visitors with good recreational experiences to post pictures and words for recommendation on their blogs, as word-of-mouth marketing. 5. Providing comfortable rooms with good services.