主題民宿之體驗空間與地方共好模式之研究─以宜蘭逢春園為例

我國面對總人口持續減少、高齡少子化、人口向六都集中，造成城鄉發展失衡問題，政府推動「地方創生」政策是縮短城鄉差距的重要目標，透過觀光發展不但振興地方產業也活絡地方經濟，而地方主題民宿根源於地方的特性，更是推動地方經濟和產業復甦的必要平台。主題民宿與地方產業如何發展地方共好模式，在無政府資源下活絡末梢經濟，永續經營，是本研究要探討的目標。從體驗行銷觀點上可發現在消費過程中，人們不只關心商品功能性價值，同時也在意商品的象徵性，而環繞商品的空間，也成為傳遞商品象徵價值的「媒介」。本研究將以民宿主題的形塑、主題民宿如何連結地方為研究出發點，先以成功案例分析兩者合作的模式，統合歸納理論後，以「逢春園民宿」為個案研究標的，對體驗活動進行分析了解；先以體驗執行步驟分析標的民宿之體驗架構與主題核心價值；再以Schmitt 所提出五種策略體驗模組：感官（Sense）、情感（Feel）、思考（Think）、行動（Act）與關聯（Relate）體驗，分析住客實際體驗之感受；最後透過民宿經營者、合作之地方物產方及旅宿遊客之訪談，整理歸納出民宿與地方以「共好模式」，創造「住宿」以外的價值。研究結果：依據共好理念融合地方合作方法，發展出民宿與地方共好模式實踐步驟如下：1.建立團隊共同目標；2.體認各自工作價值；3.以民宿為中介平台；4.自我掌控發展過程；5.彼此協助資源分享；6.互相鼓勵真誠讚美。並創造了「住宿」以外的價值有三：1.規劃體驗活動深化民宿主提提升商業價值；2.串聯地方活絡末稍經濟創造民宿社會價值；3.活化在地資源發展地方魅力復興文化價值。本研究結果將作為主題民宿與地方以共好模式的規劃參考。

關鍵字

主題民宿；空間印象；體驗行銷；地方共好

並列摘要

Taiwan’s declining and aging population with sub-replacement fertility, as well as young generation concentrated in the six municipalities all result in the recent imbalance between urban and rural development. The authorities attempt to promote the idea of ‘regional revitalization’ as to narrow down the urban and rural differences. Tourism development not only boosts local industry, but also rejuvenates local economy. In addition, local theme homestays are innately to local characteristics which make an essential platform for stimulating local economy and industry. The main goal of this study is to find out how theme homestay and local industry can develop a common good model for the local that activates peripheral economy and sustainable management without government funding or resources. It is obvious that people not only concern functional value of commodities, but also care about its symbolic meaning during the consumption process regarding experiential marketing. The space around the commodity also presents as a medium that conveys the symbolic value of it. This study focuses on constructing the theme of homestays and how homestays connecting locality and using an successful case to analyze the collaboration model. After integrating and inducting, Feng Chun Villa in Yilan is used as the target case to analyze and examine its experiential activities. Firstly, it analyzes the experience structure and core value of the Feng Chun Villa. Secondly, analysis regarding guests’ staying is based on ‘Sense, Feel, Think, Act, and Relate’ by B. H. Schmitt’s experiential marketing modules. Finally, interviews of homestay owner, local commodity managers, and guests are summarized to create additional value of accommodation in accordance with common good model established by homestays and locals. Research result: Six practical steps for common good model created by homestays and locals based on common good infused with local collaboration are as follows: 1. Establish a common goal for the team; 2. Acknowledge the value of their own work; 3. Use homestay as an intermediary platform; 4. Self-control of the development process; 5. Share resources with each other; and 6. Encourage and praise the relation. Moreover, three additional values besides accommodation are created, including, 1. Planning experiential activities to deepen the theme of homestay so that commercial value will be increased. 2. Linking local areas to activate the peripheral economy to promote social value of homestays; and 3. Revitalizing local resources, developing local charm, and regenerating cultural values. The results of this study will serve as planning reference of the common good model for theme homestays and locals.