觀光是一種無煙囪工業,觀光的發展勢必是未來台灣的重要課題。而隨著旅遊方式的改變,小規模的民宿越來越受到重視與喜愛。台灣的民宿缺乏了一套有效的規畫與整合,因此目前在國際上無法展現他的魅力。因此本文利用策略規劃SWOT分析與行銷4P試圖找出台灣民宿在國際上的優勢、劣勢、機會、威脅,形成策略組合之後再分析產品、價格、通路、推廣策略以推廣台灣民宿。最後再利用這些結果給與台灣民宿未來國際行銷的相關建議。 建議如下: 壹、 短期策略 1、 修改法規 2、 架構專業民宿網站 貳、 中期策略 1、 產業合作 2、 背包客中心成立 參、 長期策略 1、 環保的永續發展 2、 民宿認證
Tourism is a Tertiary Industry, and the development for tourism must be the most important issue for Taiwan in the future. With the change of the travel mode, small-scale B&B is attracting more and more travelers. Taiwan’s B&B is lack of a set of efficiency managing system, so it would face many problems in global marketing. Because of this, this article will use strategic planning and SWOT analysis as a research core and will attempt to discover the strengths, weakness, opportunities and threats of Taiwan’s B&B development through literature review, in-depth interview and participant observer. After that, strategic analysis in accordance with above fore sides, SO, ST, WO, WT, and use 4P theory, Product, Price, Place, Promotion, to make some suggestion to Taiwan’ B&B. Suggestion for marketing strategic of this research as below: 1. Short-term Strategic A. Revise the law about B&B to make it more elasticity. B. Set up a professional B&B webside. 2. Mid-term Strategic A. Strategic alliance with other industry B. Establish backpacker center to supply more service. 3. Long-term Strategic A. Environmental protection policy. B. B&B certificate.