以企業診斷論宜蘭民宿之觀光環境與因應策略

Analysis of the Tourism Environment and Strategy of Yilan B&Bs Based on the Enterprise Diagnosis

陳志賢(Chih-Hsien Chen)

《專利與產學合作計畫報告》 6卷1期 (2020/09) Pp. 84-93

https://doi.org/10.6584/RPICP.202009_6(1).0009

摘要

宜蘭地區因應觀光之住宿需求而快速增加的民宿，己逐漸建立特色民宿與好客民宿之獨特風格。然而，近年來，宜蘭民宿由於大環境的不利因素，降低了民宿的平均住宿率。因此，本研究乃以企業診斷為基礎，透過23位專業顧問診斷了20家宜蘭民宿，經由質性研究，建立宜蘭民宿之觀光環境分析與因應策略。藉由SWOT矩陣獲得的因應策略有八個，分別為SO策略的異業合作與提昇民宿形象，ST策略的建立民宿品牌與同業聯盟。WO策略的客製化遊程與數位化能力，WT策略的民宿專業昇級與產學合作。最後，藉由本研究之環境分析與因應策略結果，將可作為後續產學合作與民宿經營管理方向之參考。

關鍵字

宜蘭民宿 ； 企業診斷 ； SWOT矩陣

並列摘要

The Yilan B&Bs are getting more and more in response to sightseeing of the accommodation needs. Furthermore, a unique style of Yilan hospitable B&Bs are gradually established. In recent years, the average accommodation rate of Yilan B&Bs is declining due to the environmental disadvantages. Therefore, this study is based on the enterprise diagnosis, establishing an aggregate environment analysis and strategies for Yilan B&Bs by group diagnosis (23 experts) of 20 Yinlan B&Bs and qualitative analysis. This study reveal eight strategies, including Cross-industry cooperation and enhance the image of B&Bs of SO strategies, establish a B&Bs brand and industry alliance of ST strategies, customized tours and digital capabilities of ST strategies, B&Bs skill upgrade and Industry-Academic Cooperation of WT strategies. Finally, the eight strategies, developed via SWOT matrix, can be used as a reference for the further Industry-Academic Cooperation and business administration of the Yilan B&Bs.

並列關鍵字

Yilan B&Bs ； Enterprise diagnosis ； SWOT Matrix