特色旅館與地方創生鏈結之研究-以宜蘭傳統藝術園區與宜蘭傳藝老爺行旅為例

隨著消費型態的改變，消費者對於消費型態的要求也越來越多元，因此旅館也不再只是提供一個旅人住宿的地方而已，旅館多角化的經營已是目前旅館經營的趨勢。本研究以傳藝老爺行旅將地方文化融入旅館的經營之中以及傳藝老爺行旅與宜蘭傳藝園區共生鏈接的關係作為研究重點，傳藝老爺行旅是一個與地方文化深度鏈結的特色旅館，傳藝老爺行旅與傳藝宜蘭園區也有著附屬的關係，本研究將傳藝老爺行旅成功的因素加以分析，希望能夠作為旅館業未來經營策略的參考，提供旅館業學習如何與地方文化鏈結，再加以轉化為旅館本身的特色，以凸顯本身與其他旅館的差異性與獨特性，進而增加旅館在經營行銷上的優勢。本研究之基本架構為：1.利用文獻分析法先收集相關資料，以了解傳藝老爺行旅的發展歷史及經營模式，以作為本研究之依據。2.利用半結構式問卷訪問實際住過傳藝老爺行旅的房客，了解他們對老爺行旅的評價、老爺行旅成功吸引他們的關鍵處以及他們對老爺行旅的再訪意願。3.將收集的文獻、資料與訪談所得之資料加以整理、歸納、分析，而後形成本研究之結果與脈絡。本研究結果歸納如下：1.將飯店與地方特色融合，結合當地文化，創造獨特的體驗，能夠帶給消費者不同於一般旅館的感受，讓消費者感到驚奇、有趣，也能將旅館本身變成吸引旅客的景點。2.融合在地文化的特色旅館本身在市場上即具有獨特性與差異性，這樣的效果能增加旅館本身的附加價值，使其更有競爭力。3.飯店主品牌與旗下新創品牌不管在市場的定位及價格、設計風格上都會有明顯的差異性，但若服務品質不會因此落差不同而降低其服務品質，依然維持主品牌飯店的優質水準，則更能得到消費者的讚賞與信任。因此，消費者對於此大型連鎖旅館旗下的多個品牌也會更有信心。4.主品牌有著良好的品牌形象，消費者連帶對旗下子品牌也會有較正面的聯想與肯定，同時也會維持一定的忠誠度。5. 旅館是一個串連地方與國際、文化與產業最好的平台。一間與地方深入鏈結的特色旅館能夠挖掘出地方專屬的特色、復甦地方的經濟產業、創造地方的就業機會，讓地方文化永續經營，達到地方創生的實質意義。

關鍵字

特色旅館；地方創生；在地化經營；品牌經營；飯店服務

並列摘要

With the change in consumption patterns, consumers have more and more diversified requirements for them. Therefore, hotels are no longer just to provide a place for travelers to stay. The hotel diversification in management is the current trend of hotel management.This research focuses on the integration of local culture into the hotel management and the symbiosis link between The Place Yilan and the National Center for Traditional Arts(NCFTA). The Place Yilan is a featured hotel deeply linked with local culture. It also has a subsidiary relationship with NCFTA.This research will analyze the successful factors of The Place Yilan, hoping to be used as a reference for the future business strategies of the hotel industry, providing it with learning how to link with local culture, then transforming it into the characteristics of the hotel itself, and to highlight the differences and uniqueness between itself and other hotels which increase the advantages in operating and marketing.The basic structure of this research is as follows:1. Collect relevant data by using literature analysis to understand the development history and business model of The Place Yilan as the basis for this research.2. Use the semi-structured questionnaire to interview the hotel guests who have actually lived in The Place Yilan to understand their evaluation on it and the key to the success of The Place Yilan and their willingness to revisit it.3. Organize, summarize and analyze the collected literature, data, and interview data, and then form the results and context of this research.The results of this study are summarized as follows: 1. Integrate the hotel with local characteristics and combine local culture to create a unique experience, which can bring consumers different feelings from ordinary hotels and make consumers feel surprised and interesting. Turn the hotel itself into the scenic spot that draw tourists.2. The featured hotel itself that integrates local culture has uniqueness and difference in the market. This effect can increase the added value of the hotel itself and make it more competitive. 3. If the main brand of the hotel and its newly created brands will have obvious differences in market positioning, price, and design style. The service quality will not be reduced due to the difference in service quality. The quality of the main brand hotel will still be maintained and can be more appreciated and trusted by consumers. Therefore, consumers will have more confidence in the multiple brands of the large chain hotel. 4. Consumers will also have a positive association and affirmation on the main brand and its sub-brands with a good brand image, and maintain a certain degree of loyalty at the same time. 5. The hotel is the best platform for connecting local, international, culture and industry. A featured hotel deeply linked to the locality could dig out the exclusive characteristics of the locality, revive the local economic industry, create local employment opportunities, allow the local culture to operate continuously, and achieve the substantive significance of placemaking.