由於國人重視休閒生活與品質觀念日益加深,亦伴隨著民宿產業的快速發展,又因使用網路資訊人口的普及化,民宿業之網路行銷已成為重要課題。故本研究以民宿業網路行銷為主題,探討墾丁地區業者在使用網路行銷工具之現況與效益分析,試圖為像民宿業這樣的小型服務業,尋求最適當的網路行銷工具。本研究以文獻探討及質性研究的訪談方式,取得研究資料並加以彙整分析,以得到最後結論。 本研究結果發現墾丁地區之民宿業者基於其民宿行銷特性,多選擇較低花費之行銷方式,且積極經營行銷者為少數,網路行銷工具之使用更不多見,然善於使用網路行銷業者其經營狀況大多良好,使用效益多屬正面回饋,其成本低、傳播速度快、多媒體豐富性高、互動性強,利用網路相關平台做為行銷工具很切合業者簡單又不高成本的要求。在研究中亦發現部落格基於其簡單易用、與消費者互動性高的特性,很適合做為民宿業者的網路行銷工具使用。 最後,本研究亦提出對業者與對網路行銷服務供應商之建議,業者應提升自身技能、多利用網路行銷工具刺激消費者再次消費,並且在使用網路做為行銷工具時,小心網路行銷所不能觸及的客群,避免偏差。而網路服務供應商應加強工具易用性與整合性,以提高業者使用意願。
Due to the people is to attach importance of the leisure time, with the quickly growth of home-stay industry, and the Internet using is more popular. The internet marketing of home-stay industry is become an important task. This study is focus on the topic of the internet marketing of home-stay industry; discuss the network marketing tool’s current using situation and benefit. Trying to find out a useful network marketing tool for small service industry like home-stay industry. This study using literature review and interview to get the study material for analyze to get the result. The result of study find out that the operator of Kenting area are choosing low-cost marketing method, most of operator are running marketing inactively, using of network marketing is less. The business which use network marketing tool which operation situation is better, the feedback of using network tool is well. It’s a low cost, high disseminate, rich multimedia, high interactive tool, that feet the operator’s require that is simply and low cost. It also finds out that Blog is base on the property of simply using, high interactive with customers, Blog is highly recommend to home-stay industry. At final, the research has some suggestion to home-stay operator, improve self-skill; using network marketing tool to improve customer to re-consume; and take careful when using network marketing tool to avoid to lost the customers who is unreachable of network tools.