設計旅館之吸引力構成探討-以台中紅點文旅為例

近年來，現代人們在旅宿時越來越講求與眾不同的感官體驗，使得設計旅館成為旅者主要的類型選擇，並漸漸成為旅館產業發展的主流型式，而目前臺灣對於設計旅館的印象及觀念較模糊；因此在設計旅館日漸成熟的發展及趨勢下，其具有的特質以及吸引旅者前來的因素將是值得關注的議題。本研究以個案研究法及深度訪談法為主要研究方法，在歸納相關文獻回顧後得出理論基礎以進行案例分析。吸引力為推、拉力所組成，推力包含消費者的屬性，拉力則包含目的地擁有的資源與特徵；而綜合理論、案例結論以擬定對研究標的業者、旅者的訪談主軸，接著透過深度訪談獲取並比較業者創造「拉力」的觀點及旅者的「推力」感受，最終統合理論、案例以及訪談等資料歸納出設計旅館的特質及吸引力構成因素，以探討設計旅館與旅者間的吸引力關係。透過研究分析，本研究對於設計旅館的特質歸納出四項：1.獨一無二的原創概念、2.感官經驗與設計底蘊、3.文化/實驗性/再利用的類型、4.精緻度超越規模的重要性。而研究發現推使旅者前來設計旅館旅宿的力量主要來自其對於設計的好奇心以及對於生活品質、細節的要求，且對於感官面向的需求層次已大於基本住宿的訴求，此外，透過業者及旅者的觀點描述，得知旅館所提供的整體舒適度是雙方對於設計旅館最在乎的面向，當代潮流下的設計旅館在力求獨特性與個性的設計同時，不應過度講求特殊的設計體驗而犧牲住宿的舒適本質。

關鍵字

設計旅館；吸引力；空間印象

並列摘要

In recent years, lodgers have adapted a need for unique experiences for the sense and as a result, design hotels are slowly becoming mainstream in the development of hotel business. However, despite their rising popularity, the general public’s impression and knowledge of Design Hotels remain somewhat obscured. An understanding of their specialties and how these hotels manage to attract lodgers is pivotal in this growing era of Design Hotels. This study uses case studies and comprehensive interviews as the groundwork for research. A detailed case-by-case analysis will also be provided after a conclusive framework is established from an examination of the relevant data and publications. The appeals of Design Hotels are formed through the classic push pull strategies. The “Push” includes the attribute of the consumers, while the “pull” incorporates the strategic resources and special characteristic of the featured location. This study will investigate the mutual attraction between Design Hotel and the travelers through integrated theory and elaborate using the conclusive data from case studies, and then, by drawing a comparison between the “pull” provided by the hotel and the “push” generated by the consumers, conclusive integrated theory and relevant data will be inducted to provide a framework for the formation behind Design Hotel’s appeals and defining attributes as well as the relationship between Design Hotels and lodgers and how they magnetize towards one another. Through analytical research, this study has divided the characteristics of Design Hotel into four main categories: 1. Unique Concept and Originality, 2. Sensory Experiences/Design innovations, 3. Cultural/Experimental/Ecological Model, and 4. the Importance of Details that Transcends Scales. Further research has shown that the driving force that propels lodgers towards Design Hotel comes primary from lodger’s curiosity towards the Design as well as their desire for quality of life. Their need for quality sensory experiences has already exceeded their basic need for lodging. Also, the feedback provided by both lodgers and the hotels indicates that “Comfortability” was the single most important aspect of Design Hotels, and for the up and coming Design Hotels, unique themes and design should not come at the cost of the basic comfort they provide.