在地化民宿競爭策略研究- 以集集鎮為例

本研究目的，主要探討在地化之民宿競爭策略，以南投縣集集鎮為探討之案例。研究中，以個案研究法進行研究，並搭配競爭優勢模型(五力分析、SWOT)，進行策略擬定，進而發展在地化競爭策略。本研究中，所提出的競爭策略，主要經過不同層面的思考，所擬定而成，分別為市場行銷、加值服務、多元化體驗、策略聯盟、成本控管、顧客分析、品牌經營等。其主要目的，是為了提供更多加值服務，以滿足遊客多元化需求，並且透過此策略模式，建立民宿競爭之優勢。最後，希望可透過本研究之成果，可以幫助集集鎮當地民宿，提升經營品質與水準，吸引更多外地的遊客來旅遊，增加當地鎮民的觀光收入與就業機會、降低人口外移、維持當地生態保護、提升農地耕種率。讓這純樸自然的故鄉，有朝一日，可以成為國際間，耳熟能詳的知名景點。

關鍵字

民宿；競爭策略；資訊與通信科技；個案研究

並列摘要

This study aimed to investigate the localized competitive strategies employed for bed-and-breakfast (BNB) market in Ji-Ji Township of Nantou County. Following the case study research method and the SWOT analysis method, it formulated strategies that were further transformed into localized competitive strategies for managing bed and breakfasts (BNBs) in the focused region. The competitive strategies discussed in this research were concluded through analyses of multiple components, including marketing, value-added service, diversified experience, strategic alliance, cost control, customer analysis, and brand management. The main purpose of these strategies was to provide more value-added service that can meet customers’ diversified needs and to further build up competitive advantages for management by means of this strategy pattern. It is hoped that this study will have significant contribution to the enhancement of the management quality and standards for local BNBs in Ji-Ji Township. The improvement of management will not only attract more foreign visitors to come for sightseeing but also create more tourism revenues and job opportunities for local residents, reducing the rate of outward migration. In addition, it will also maintain nature conservation and enhance the rate of farmland use. Hopefully, Ji-Ji Township will eventually become a well-known scenic spot in the world in the long run.