民宿經營關鍵成功因素之研究--以恆春半島為例

A Study on the Key Successful Factors　of　Ｍanagement of B&B in Hengchuen Peninsula

林世茂(Shih-Mao Lin)

指導教授 ： 段兆麟

國立屏東科技大學/管理學院/高階經營管理碩士在職專班/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00192

摘要

民宿是以農業資源、生態環境，和農村生態文化為基礎，提供遊客住宿、餐飲和相關活動的設備與服務，展現農村優美景觀和風土人情，使遊客獲得產業經濟、人文社會，及生活內涵的體驗。而台灣民宿之經營至今歷史甚短，在經營績效上，缺乏有效經營管理之方法，使得民宿產業發展，良莠不齊。而恆春半島更是台灣民宿密度最高、競爭最激烈，因此本研究選定恆春半島為研究範圍，並以合法民宿經營業者為普訪調查對象。
　　本研究目的在了解民宿業者目前經營狀況，探討恆春半島民宿的經營策略與績效成功關鍵因素，分析歸納恆春半島休閒農業民宿個別經營共同成功關鍵因素，並將研究結果與發現，提供民宿經營者改善經營之建議。
　　研究以親訪問卷調查為主，進行資料蒐集，並以合法民宿經營者46家為主，總計回收有效樣本數46份，依據所得資料進行資料分析。研究結果發現民宿經營成功關鍵因素分別為「良好的環境衛生管理」、「親切的服務品質」、「符合法律規定之完善基本設施」、「美麗的室內外綠化造景」、「良好的民宿地點」和「有特色的建築風格民宿」等，並依據年營業額、投資報酬率、年成長率及利潤率四項經營績效分析檢定發現「環境衛生」、「服務品質」與「基本設施」是恆春半島合法民宿經營者成功關鍵因素之首要。

關鍵字：民宿、關鍵成功因素、經營績效。

關鍵字

民宿 ； 關鍵成功因素 ； 經營績效

並列摘要

Based on agricultural resources, ecological environment and farming village culture, privately owned bed and breakfast lodges provide visitors with lodging, dining and activities, as well as accompanying facilities and services. Private lodges present the scenery, lifestyle, and hospitality of rural life, allow their visitors to experience the industrial economy, humanistic society and everyday life. Having come to exist only for short period of time, Taiwan’s private lodging industry lacks effective measures as far as management performance goes; the level of its development therefore has been rather varying. Since Hengchun Peninsula have the highest density and the most competitive environment for private lodges in Taiwan, we chose the peninsula as the area of study and conducted surveys on legally operated lodges.

The purpose of this thesis is to understand the current operational status of private lodges on the peninsula, study the critical success factors for their management strategy and performance, and analyze/conclude the critical factors for their individual operations and collective success. After gathering our results and findings, we will share the information with lodge owners as suggestions to improve their operations.

Using mainly personal interviews and questionnaires, we were able to collect data out of all 46 target lodge operators. After thorough analysis of the data, we have found the following critical factors for the successful operation of private lodging: Good management of environmental sanitation, Kind and hospitable services, Facilities and amenities fully complied with government regulations, Beautiful indoor/outdoor landscaping, Good location, and Distinctive architectural style. Furthermore, we have analyzed and certified four management performance items – annual revenue, return on investment, annual growth rate, and profit rate. Our findings have concluded that for the success of legal private lodges on Hengchun Peninsula, the foremost factors are: Environmental Sanitation, Service Quality, and Essential Facilities.

Key Terms：Private Lodging, Key Success Factors, Management Performance

並列關鍵字

Private Lodging ； Key Success Factors ； Management Performance

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