特色民宿之形塑－以屏東縣五家民宿為例

Shaping ofFeature B&Bs: 5 cases in Pingtung County

胡金印(Chin-Yin Hu) ； 柯文凱(Wen-Kai Ke) ； 陳則夫(Ze-Fu Chen) ； 謝其衡(Qih-Eng Xie) ； 陳建昇(Jian-Sheng Chen) ； 黃盈欽(Ying-Qin Huang)

《屏東文獻》 15期 (2011/12) Pp. 177-203

https://doi.org/10.29682/JPTH.201112.0008

摘要

全台民宿眾多，要經營成功，關鍵因素之一就是要有特色。有關一般民宿的研究很多，但特色民宿之案例實證研究很少；故本文擬探討特色民宿定義與分類，影響民宿特色形塑之相關因素。透過文獻參考，界定特色民宿定義與分類，以網頁瀏覽及口碑方式篩選出十間約略符合本研究定義的特色民宿來做案例；等進一步了解後，再篩選符合定義的五家民宿來做深入探討的案例。之後，以半結構式深入訪談、文獻輿實地觀察法來蒐集資料。再還過質化分析案例之硬體輿軟體二構面，以某種屬性的相對強烈性定其特性；進一步從利益關係人和人地闢係理論觀點，分別分析案例民宿之區位與四週環境、利益闢係人屬性、發展階段三構面，找出形塑其產品差異化之因素；最後歸納出五家案例民宿特色形塑之直接與間接因素，達成本研究目的。研究結果發現「裝潢展示」類的民宿特色最普遍，較容易達成。。民宿特色形塑之影響因素為人地關係之細膩操作，是利益關係人本身運用其才藝專長，充分利用其土地空間與四周環境資源的結果；這中間透過公私部門的建議、利益關係人的識覺和土地區位的間接影響。利益關係人的識覺包括其經營理念興工作體驗背景。其發展歷程共同特徵為：剛聞始利益關係人會將自己及其周邊的環攪進行整理；第二階段聞使建造由內至外的民宿相闢設備；第三階段是建立特色民宿的關鍵期，利益關係人會開始思考民宿的特色，要如何與其它的民宿作出區隔差別，強化硬體特色；第四階段利益關係人便聞始設身處地提升為旅客著想的服務內容，強化軟體特色，進一步追求利益關係人的經營理念。

關鍵字

特色民宿 ； 民宿形塑 ； 民宿經營管理 ； 屏東縣

並列摘要

The main purposes of this research are to find out: 1. what's the definition and classification of a feature B&Bs? 2. what's the factors that affect the shaping of feature B&Bs? We will try to answer the above questions from the view of stakeholder theory and man-land relationship theory. First of all, we define the characteristics of feature B&Bs and classify them by literature rewiew. Second, we choose 5 feature B&B cases to analyze thoroughly which conform with our definitions. Afterwards, we gather the materials by half structured formula thorough interviews, literature review and fieldwork. Furthermore, we discover the factors that shape the features of these products by separately analyzing the locations around the environment, the stakeholder attributes, the development phases. Finally, we induce out the direct and indirect factors which affect the features in these five B&B cases. The findings are: ＂the featuere B&B demonstrated by decoration＂ is the most popular type of all, for it's easy to achieve. The affecting factor that shapes these five case is the exquisite operation of the man-land relationship. It's the result that the stakeholder himself utilizes his landspace fully and the surrounding environment resources via his talents and skill specialties. The shaping processes are operated by the public and private sectors' suggestions, the stakeholder's perception and the indirect influences of the location. The stakeholder's perception includes his management ideas and his work experiences before. The common characteristic of its development process is: the third stage is the critical period to shape the feature B&B. The stakeholder starts to ponder what will be the characteristics of his B&B. How can he do to differentiate his B&B from others'? The most popular method is to strengthen the hardware characteristics of the B&B.

並列關鍵字

feature B&B ； Shaping of feature B&B ； Management of feature B&Bs ； Pingtung County