宜蘭地區民宿業者行銷策略與未來發展之研究

近年來台灣新建了不少民宿，然而，這些新興民宿不同於以往的早期民宿，不僅提供住宿，而且還一手包辦消費者的食、衣、住、行、育、樂，提供遊客特殊的套裝深度旅遊服務。然而，面對著各式各樣主題的民宿經營業者無疑是一大挑戰，這是值得關切與期待的旅遊風潮。台灣到底可以發展出多少種的民宿類型呢？是個人風格、原住民、景觀型、鄉土型，是那一類型的風範會引領潮流，甚至影響整個旅遊業的運作模式？整體而言，台灣民宿處於起飛的階段，民宿不只是時代思潮的產物，如何保有在民宿市場的競爭力與生命力，本研究乃找出民宿業者經營關鍵競爭策略分析，進而加以開發運用，使其成為經營上的競爭優勢，便成為一個很重要的課題。研究結果發現民宿確實帶來經濟的成長，亦能創造就業機會，但宜蘭地區的公共運輸交通並不發達，進而會影響到民宿業的發展空間。因此民宿業者在經營管理策略上應多配合政府或是社區發展協會舉辦之節慶活動，做出不同的特色與風格，才能為民宿產業的經營創造價值。

關鍵字

產業分析；產業環境；策略型態；民宿業

並列摘要

In recent years, a lot of new Bed and Breakfast in Taiwan, however, these new B&B are different from the earlier B&B, In comparison with the B&B, the late B&B is which not only provide accommodation, but also have arrange all the services like food, clothing, housing, transportation, education, entertainment even some special package offers for visitors who prefer like to depth of travel. However, Taiwan，s tourism industry is keep growing fastly, the challenge and opportunity undoubtedly face by a variety of themes B&B industry business。 Of course, the tourism wave which we can concern and anticipate its further developments. How many B&B types can in Taiwan develop in the end? And which B&B type will lead the trend and even affect the mode of operation in the whole tourism industry? Can it be person style, original style, the landscape architecture or native style? In general, Taiwan of B&B is fast-growing on time, it is not just the product in tourism industry age or worse, stay competitive and viable in the B&B market。 So we have to find the key analyzing of market competition strategy in this paper, and then attempts to make some analysis on how to cope with changes, how to establish proper marketing strategy and corresponding marketing tactics, and to put forward own viewpoints. Use the competitive advantage well which has become a very important issue. The research shows that B&B industry does bring economic growth and create employment opportunity as well. However, Yilan，s public transportation has not developed yet, which affect the development of the B&B industry . Therefore, B&B owners should cooperate with the government and Community Development Association in holding events and festivals to create their own various characteristics and styles and hence earn profits for B&B industry.