金門傳統聚落民宿群創新設計活化再生研究

臺灣近幾年民宿業相當盛行，加上觀光客的旅遊模式逐漸轉為喜愛具有新鮮感的消費及住宿體驗，使得各商家及民宿業者為了迎合消費者的愛好必須重新檢視目前經營的模式。近幾年因消費型態的改變，許多商家由單一性的消費服務轉變為多元性的消費服務，很多經營民宿的業者，除了提供旅客住宿、餐飲服務外，並提供更具多元文化創意的住宿服務，讓遊客實際接觸多元文化創意的新體驗。本研究以金門瓊林古蹟聚落為研究個案，探討個案民宿業者所採取的體驗行銷策略，以及如何透過體驗行銷具體作法傳達自身經營理念，並同時探討消費者在個案民宿入住的實際體驗。金門擁有真正的歷史及深度的文化，我們希望運用這些魅力，吸引更多的旅者來到金門當地，金門有美麗的戰地文化、百年的歷史建築都各具有它的特色，這並不會只是單一的一個點，讓旅者可以感受到金門整體的特色，及住宿時有舒適且濃厚的人情味。本研究以瓊林聚落作為示範點，從只有一間雜貨店到有14間店鋪的文創市集，並希望這15間民宿的主人能夠跨越個別的競爭，串聯再一起，共同運用瓊林聚落的資源，一起打造一個具有魅力的部落。且我們也希望透過改造空間，例如民宿內部的空間設計更加創新且舒適，讓旅者可以與空間融入且對話，民宿的空間內也可以結合體驗如品茶、看書等活動，在內容中我們也提及閒置空間再利用，如改造為咖啡廳、文創商店等等，讓來到瓊林的旅者，能靜靜的、細細的體會瓊林聚落的美，也將一些頹屋改造成具有特色的地景藝術，提升整個地區的魅力。本論文的核心理念是如何讓金門聚落群的老屋再生與閒置空間的活化再用，但在空間創新設計且活化的背後，真正想活化的是「人」，以及人與人之間的「關係」。本研究建議金門國家公園管理處能妥善並兼顧民間自營民宿的發展，並偕同文化部依文化資產保存法提出更好的方案，讓古蹟民宿以創新設計的新思維做改造，讓古蹟民宿活化再生賦予更新的價值、同時也建議金門縣政府積極輔導民宿業者經營的相關專業技能、及加強網站專業能力與服務品質。

關鍵字

金門瓊林；聚落民宿群；創新設計；活化再生

並列摘要

The homestay industry in Taiwan has been quite popular in recent years. In addition, the tourist model of tourists has gradually changed to like a fresh consumption and accommodation experience. Therefore, in order to cater to the hobbies of consumers, various businesses and homestay owners must review the current business model. In recent years, due to the consumption patterns changed, many businesses have changed from a single consumption service to a diversified consumption service. Many business operators provide accommodation and breakfast service except, and provide a lot of diverse cultural and creative accommodation. To let the tourists actually experience new experiences of multicultural creativity. This study takes the Kinmen Cyonglin Historic Relics Cluster Group as a case study to discuss the experience marketing strategy adopted by homestay owners, and how to convey their own business philosophy through the specific marketing practice, at the same time, discussing that the actual experience of consumers staying at the case homestay. Kinmen has a true history and profound culture. We hope to use these charms attracting more travelers come to Kinmen. Kinmen has a beautiful battlefield culture and centuries-old buildings that have their own characteristics. This is not one single point, which allows travelers to feel the overall characteristics of Kinmen, as well as a comfortable and strong human touch during their stay. We use Cyonglin Cluster Group as a demonstration this time, it is from only one grocery store to 14 stores of culture creative market, and hope that the owners of these 15 homestays can cross individual competitions, connect together and use Cyonglin Cluster Group resources together, then create a charming tribe. However, we also hope that could be through the transform space, for example, the interior design of the homestay is more innovative and comfortable, so those travelers can integrate and talk with the space. The homestay space also can combine the experience activities, such as teatime and reading. In the content, we also mention that the reuse of idle space, such as transforming into a coffee shop, cultural and creative shops etc., so those travelers who come to Cyonglin can quietly and carefully appreciate the beauty of Cyonglin Cluster Group, and also reform some decadent houses into the unique landscape art enhances the charm of the whole region. This thesis’s core idea that is how to let the old houses revitalization and the idle space re-use of Kinmen Cluster Group, but behind the innovative design and activation of the space, what really wants to be activated is "people" and "between people" relationship". This study suggests that the Kinmen National Park Management Office can take into the development of private operating homestay properly, and along with the Ministry of Culture to propose a better plan that according to the cultural assets preservation law. The historic homestay could be transformed with a new thinking of innovative design, and the historic homestay could be activated revitalization gives new value, and it is also recommended that the Kinmen County Government coach actively the professional skills to the relative homestay business operators, and strengthen the website's professional capabilities and service quality.