台東縣東海岸三鄉鎮民宿經營管理成功關鍵因素與困境之研究

The Study on the Key Successful Factors of B&B Management and Difficulties of three townships alone Taitung’s Eastern Coast

施政嘉(Chen-Chia Shih)

指導教授 ： 蘇德銓博士 ； 鍾惠雯博士

國立屏東科技大學/農學院/熱帶農業暨國際合作系所/碩士(2012年)

https://doi.org/10.6346/NPUST.2012.00176

摘要

本研究以台東縣東海岸三鄉鎮-長濱鄉、成功鎮、東河鄉之民宿經營者為調查對象，主要目的為瞭解三鄉鎮民宿經營現況以及在經營上的關鍵成功因素與困境，以實地踏查、半結構式訪談、問卷調查為研究方法，共計發放57份問卷調查民宿經營者，並以SPSS統計軟體進行資料分析，研究結果如下：
在民宿經營關鍵成功因素主要為：1.民宿整體環境衛生、乾淨、安全並符合民宿管理辦法相關規定。2.民宿人員提供遊客專業、高品質、親切的服務，讓遊客感到備受重視並增進對民宿好感。3.民宿業者能與遊客交流互動，對待遊客切如同朋友、家人，卻時能讓遊客感到是旅行中另一個家。4.民宿外在自然風光景色、庭院綠化造景規劃得宜，視野優美賞心悅目能吸引遊客。5.民宿主要利用遊客之間口耳相傳來行銷民宿良好口碑。6.民宿在市場價格上有所區隔，能針對民宿經營目標的遊客來作為經營規劃、吸引遊客。7.民宿建築物外觀經過設計有特別造型或建材特殊，非一般鋼筋水泥建構成，使建築物具有特色而能引起遊客興趣前來住宿等7項。
在民宿所面臨的困境方面，民宿經營者面臨困境為：1.鄰近觀光景點或活動行程行銷不足，過夜住宿遊客比例較少。2.部分民宿房間衛浴影響遊客選擇住宿意願降低。3.遊客在消費時會要求民宿降價。4.淡季及平日遊客數量甚少，經營不符成本。

關鍵字

民宿 ； 關鍵成功因素 ； 困境

並列摘要

This study focus on the managers of the B&B who live in three countries located in east coast of Taiwan. The objectives of this study is that understand their management and the key factor of success and predicament. Give 57 questionnaires to the managers of B&B by the way of onsite investigations, semi-constructive interviews and questionnaires by using SPSS to analysis the collecting data. The result was showed as following:
There are some key factors of success about the B&B management. 1.The B&B are sanitary, clean , safety and they are also compliable to the rules relate to laws of guest house management. 2.The staffs of guest house provide professional, high qualitative and familiar service. The travelers feel that they are important and have good impressions to them. 3.The managers of the B&B have good interactions with travelers and treat them as their family and friends. Therefore, the visitors would feel warm and fragrant. 4.Beautiful natural scenery and good designs of garden with trees and flowers would attract more visitors. 5.Good impressions can be transmitted by travelers to promote the B&B. 6.The price of B&B is different from others can be their strategies to focus on specific visitors and attract more people. 7.The appearance of the B&B with special designs and unusual building materials can stimulate people’s interest.
The mangers confront the predicament as following: 1.Adjacent scenic spot and poor traveling programs are not enough, people will leave without living overnight. 2.Some bathroom equipments are shared with other guests,, this factor also reduces the visitors’ intentions. 3.The visitor usually bargain with the managers, and it would be their troublesome. 4.There are few vistors in off seasons, so the cost can not be strike a balance

並列關鍵字

B&B ； Key Successful Factor ； Difficulty

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