摘要
創新是企業經營成功很重要的因素，然而過去創新研究較多針對大型企業、科技業、製造業等。台灣民宿業多以中小型或微型企業為主，產品形式很簡單，規模也小，對於民宿如何透過創新來提升競爭力，過去研究鮮少。再者，創新行為的實踐並非都是相同的，肇致創新類型的研究出現，以辨明其不同的創新程度與創新特性，但是過去創新類型是否適用民宿業，尚待釐清與確認。本研究首先透過17位民宿協會理事長及9位專家焦點座談，推薦出32家民宿創新個案，其次以遊客創新知覺調查，以及民宿主人或管理者的深度訪談，共完成17家民宿之調查。經由問卷分析及內容分析之結果，本研究發現有個人風格、衍生產品、核心產品、維持性等四個創新類型，並且歸納出民宿創新因素，包含5個驅動因素、10個決定因素、6個結果因素，各個類型的創新因素表現也有所差異。本研究結果希冀提供民宿業創新的策略及建議，能對產業經營及後續研究提供參考資訊。
並列摘要
Innovation is an important factor in business success. Most research of innovation mainly focused on large enterprises, or technology, manufacturing industry. In the tourism industry, mostly SMEs or micro-enterprises, product form was very simple, the scale was small, such as Bed and Breakfast industry. Until now, it was not sufficient research to understand how enhance the competitiveness through innovation. Furthermore, innovative behavior was not same in all enterprises, leading to innovation typology of research appear to identify their different degrees and characteristics of innovation. However, we should clarify innovation typology whether was suitable for B&B industry. Therefore, this study constructed the innovation typology of B&B industry. First, this study sifted thirty-two B&Bs innovative cases through seventeen directors of B&B Associations and nine experts focus group. Second, tourists were investigated and conducted in-depth interviews with seventeen B&B innkeepers. Both qualitative and quantitative approaches were employed. A qualitative approach and content analysis were conducted, resulting in four categories of innovation: (1) personal value innovation, (2) augmented product innovation, (3) core product innovation, and (4) sustaining innovation. Furthermore, this study proposed twenty-one factors of B&B innovation were five driving forces, ten determinants, and six outcomes. We explored driving forces and determinants for different kinds of innovative categories, and further identify the correlation between innovation and outcomes. Finally, several management implications and future research directions are recommended in this study.
參考文獻
一、中文部分
陳文福、莊伯樁(2009)。高山地區民宿發展永續經營策略之探討－以南投清境地區為例。坡地防災學報，8(2)，1-18。
曾喜鵬、楊明青(2010)。民宿旅遊地意象量表與旅遊地品牌之建構。觀光休閒學報，16(3)，211-233。
詹盛如(2013)。社會科學研究方法新論。臺北市 : 五南。
劉明德、吳碧珠(2014)。建構住宿者期望之民宿意象。觀光休閒學報，20(2)，205-240。