本研究旨在瞭解現階段民宿整合行銷與行銷績效概況,並以花蓮縣依法設立的民宿為受訪對象,探討民宿場家特性在整合行銷與行銷績效模式上之差異性,及驗證本研究所建構之整合行銷與行銷績效模式是否具適配性。 實證結果顯示,不同的員工主要年齡層、員工數、性別、教育程度及民宿設立年數在整合行銷經營力、整合行銷傳播工具力、整合行銷組織協調力、整合行銷資訊科技力及整合過程有不同的認知;另外,本研究所建構之整合行銷與行銷績效模式可以用來解釋及預測整合行銷經營力、整合行銷傳播工具力、整合行銷組織協調力與整合行銷資訊科技力對整合過程,以及整合過程對行銷績效之影響關係。依此,進一步提出管理意涵及具體可行之建議,以供民宿及相關輔導單位之參考。
The purpose of this study is to find out about the current state of integrated marketing efforts among homestay operators. By interviewing homestay operators legally registered with the Hualien County, we examine how operator backgrounds influence the differences in integrated marketing models and determine whether the integrated marketing model developed in this study is suitable for homestay operations. The empirical results indicated that the differences employee ages, employee numbers and the length of time that a homestay has been in operation affects their acceptance of integrated marketing in terms of media effectiveness、information technology effectiveness and the integration process. In addition, the integrated marketing model developed in this study can be used to explain and predict how management effectiveness, media effectiveness and information technology effectiveness affects the integration process and marketing performance. In conclusion, this study proposes feasible management suggestions based on the results that homestay operators and the relevant assistance units can use as a reference.