鄉村渡假民宿行銷策略建構之研究

Study on the Construction of Marketing Strategy for Vacation B&B in Rural Area

鄭健雄(Jen-Son Cheng)

《生物與休閒事業研究》 1卷1期 (2004/01) Pp. 31-50

https://doi.org/10.30133/BLIR.200401.0002

摘要

在競爭日益激烈的國內住宿市場，若想讓鄉村渡假民宿成為國人渡假旅遊的另類選擇，民宿主人必須設法提昇服務品質，方能吸引顧客上門。本研究為協助國內民宿主人提昇鄉村渡假民宿服務品質與市場競爭力，擬從服務業行銷的觀點切入，探討鄉村渡假民宿的行銷策略。從Kotler (2000)產品設計的五個層級來看，本研究認為鄉村渡假民宿所提供的產品，在前三個產品層級與一般旅館產品大同小異，鄉村渡假民宿若想在競爭激烈的住宿市場與一般旅館有所區隔，取得競爭優勢，必須在第四個層級「衍生產品」取得獨特競爭力，此乃意味著民宿主人必須尋求更進一步的附加服務或利益，以增加鄉村渡假民宿產品的附加價值，藉此構築鄉村渡假民宿的產品特色。事實上，鄉村渡假民宿最獨特的核心競爭力在於可以提供遊客另外一個「家」的感覺，與顧客建立一種類似家人或朋友的親密關係。簡言之，鄉村渡假民宿的行銷策略重心在於「關係行銷」，亦即強調「如何與遊客建立持久的顧客關係」。本研究認為欲與顧客維持密切的關係，必須確認民宿真正想要的目標顧客、發掘目標顧客最重視的產品與服務、發掘明確的經營焦點、以及全家人致力於營造顧客「渡假的家」的氣氛，同時，為增進鄉村渡假民宿的獨特競爭優勢，本研究建議民宿主人必須善用顧客關係管理以贏得顧客忠誠與高度口碑、發揮以客為尊的接待精神提供個別化的VIP服務，以及建立完善的顧客資料庫以提供顧客一個「渡假的家」的感覺。

關鍵字

民宿 ； 鄉村渡假民宿 ； 行銷策略

並列摘要

The speedy growth of domestic tourism has increased the needs of tourism accommodation in Taiwan. More and more Vacation B&B (Bed and Breakfast) in rural area becomes the popular accommodation for tourism visitors. This article discussed how to formulating the marketing strategy for B&B host managers. Applying the Kotler's five hierarchical levels of product design, the author argue that B&B host managers have to search the cord managerial niche and marketing strategy for their products in order to maintain their profits in tourism industry. The vacation B&B industry is unique because its service based on the closed relationship like family between customs and host. In other words, in doing B&B service, the host managers' marketing strategy have to focus on building a long term relationship with their customs. In addition, B&B host managers have to clarify their target customs, provide unique service with individualization, and design their accommodation where like sweet home place.

並列關鍵字

B & B Bed and Breakfast ； Rural Vacation B&B ； Marketing Strategy