蘭陽地區民宿經營現況個案探討－以優勝美地音樂渡假民宿為例

Understanding Tourism Trends in the Lan Yang Area Homestay Trade: The Yosemite Bed and Breakfast as an Example

黃麗君(Li-Chun Huang) ； 蕭文卿(Wen-Ching Hsiao) ； 李建德(Jian-Teh Li)

《人文及管理學報》 6期 (2009/11) Pp. 209-233

https://doi.org/10.6177/lam.2009.06.17

摘要

北宜高速公路通車後，宜蘭地區旅遊業正蓄勢待發，如何在現今之基礎上再作改善，實值得宜蘭地區的民宿業者深思。本文以宜蘭民宿「優勝美地」為例，提出相關的經營現況分析，並期能於現況分析中，提供未來發展方向之參考。優勝美地民宿在經營中加進音樂元素，使其與蘭陽地區其他民宿有著不同之特色。由其經營現況分析結果，自2006年7月開幕至2008年10月，男性房客總數略多於女性；年齡上則以35-45歲間者為最多，其次是25-35歲間；房客之來源地以北區者佔大多數，共佔63.75%；若以月份來分析，每年的暑假（七、八月）及春節假期房客數明顯增多，寒假則較無明顯差別；在房型上則以訂四人房者為最多，其次是兩人房者；至於每週單日房客量，則以週六明顯最多，佔42%，其次是週五，佔16%，週日第三，亦有14%，週三則最少。由現況之分析，除可瞭解民宿業之經營現況，更希望能對未來在經營人力、物力之分配上、行銷手法上及其他活動設計等各方面能有所助益。

關鍵字

民宿 ； 民宿經營 ； 經營

並列摘要

After the opening of the Taipei-Ilan Freeway, the tourism industry of Ilan was expected to develop rapidly. Tourism industry officials argued that the Ilan homestay industry should examine various avenues to improvement. This paper responds to that call for action with a study of a single facility's operations and guest data, with an eye on how the data can be used to indicate necessary improvements applicable to the larger homestay trade. The selected establishment, the Yosemite Bed and Breakfast, was targeted for its variety of operational characteristics, including their special attractions and cooperative arrangements with other establishments in the region, such as the Lan Yang B & B and others.Results of this analysis of the Yosemite's operations from the facility's opening in July 2006 to October 2008 reveal that male visitors outnumber female travelers by a ratio of two to one. The age of travelers range from 35-45 for the majority of visitors, followed by the 25-35 years age group. The majority of travelers, approximately 64%, come from northern Taiwan. Monthly analyses reveal the summer months of July and August as well as the Lunar New Year holiday period showed the greatest increases in room rental. And there is no significant difference for room rental in the winter vacation. Analysis of room type reservation figures shows a predominant preference for quadruple room. The second largest category of preferred rental is two rooms. As far as the amount of the travelers in any single day is concerned, Saturday witnesses the largest number of customers at 42%, followed by Fridays at 16%, and Sunday at 14 %. The day of lowest occupancy is Wednesday. From these findings, the authors not only achieve a more in-depth understanding of the Bed & Breakfast industry in Ilan but also offer some suggestions for improved operations in the future.

並列關鍵字

bed and breakfast (B & B) ； homestay ； management