鄉村觀光的住宿序列與體驗性市場

住宿是觀光旅遊過程中重要的基本需求，也是影響旅遊體驗滿意的重要因素。受全球旅遊風潮的影響，自然環境的鄉村旅遊已逐漸轉變為文化性的產業，成為消費體驗的活動。體驗性經濟的概念認為一個產品由原料到製作，提供服務再到消費者體驗的整個過程中，價格會隨著體驗程度不同而呈現高低，市場價格也會因此面臨較高門檻的競爭，鄉村旅遊的住宿市場亦然。然而提供多樣的住宿機會，除涉及市場開發也會影響自然環境的利用規劃，但什麼樣的住宿設備與鄉村遊憩活動組合，會有利益市場更可以塑造台灣鄉村文化的特色並保育鄉村自然景觀的價值？本文基於社會變遷中行動理論的觀點，說明在當前社會情境中如何推動多樣特色的民宿與營造體驗性的景觀。透過網路問卷收集208位遊客之住宿偏好，依據所歸類的五種住宿機會序列類型，分析其進行住宿活動時對於自然資源與文化資源利用之評價與價位，並詮釋住宿業者將環境景觀作為觀光商品之現象，分析其在體驗自然、視覺風格、服務品味與價位等之差異。研究結果發現：1.住宿型態之價值優勢與體驗差異性支持體驗性市場的商品經濟價值演進概念。2.住宿環境的體驗性景觀扮演市場區隔的重要角色。3.台灣鄉村觀光住宿體驗機會可透過硬體、軟體與關係品質的轉化來提升，其中以景觀體驗及關係品質有顯著影響，且最受到顧客重視。並由市場及景觀管理面向討論旅遊體驗與文化觀光發展角色，以及永續經營台灣鄉村旅遊的住宿環境。

關鍵字

遊憩體驗；住宿景觀；旅遊市場

並列摘要

Accommodation is the basic requirement of tourism process and an important factor influencing the satisfaction of travel experience. Due to global tourism trends, rural tourism industry progressively converts natural setting into cultural setting and has transformed to experiential consumption activities. From the viewpoint of experiential economics, the making process of a product including material, manufacture, providing service and the customer's experience, the price is related to the level of experience. Market price appears to have high level competition, and such competition exists in the accommodation market of rural tourism. However, providing various accommodation opportunities not only relates to market exploration but also influents recreational planning of natural environment. What kind of accommodation facilities and recreation activities can create characteristic of rural culture and preserve the value of country landscape in Taiwan? Based on the action theory, with regards to society change such as creative and renewing actions released from social norm, this paper discussed in different region or social circumstance how to contribute reconstruction of home stay houses and experiential landscape. Through internet questionnaires, this study collected 208 samples whose preferences of accommodation experiences could be classified it into five types of accommodation opportunity spectrum (AOS). The study analyses the relationships of accommodation prices and tourists' appraisal with natural and cultural resources usage regarding accommodation, and explains the phenomenon that landscape was used to tourism commodities by accommodation host in the natural experience, visual style, and service level. The result shows: (1) Value superiority and experience difference of accommodation type support the concept of experiential marketing about the progress of commodity economical value. (2) Experiential landscape of accommodation environment plays an important role for market segmentation. (3) Rural tourism accommodation experience can be enhanced via improved facilities, services, and relationship quality. Landscape experience and customer relationship quality showed significant influence on pricing. The role of tourism experience and rural cultural is an important factor for rural landscape management, and sustainable accommodation in Taiwan.