運用層級分析方法對花蓮民宿經營關鍵因素之探討－以棕梠湖民宿為例

民宿可以說是是傳統農業與休閒、精緻農業的一環，惟其為追求永續經營，仍須進入完全競爭市場，接受市場機制嚴峻的考驗。然諸多報導顯示，民宿業者受到各種社會經濟景氣影響，其產能係呈低經濟利益態樣，即其收益常不足支應其日常營運所須之支出，而形成某些民宿需要兼差不然就是要再投入更多資源創立特色。本研究認為民宿業者需注重安全衛生，並結合餐飲和資訊服務，適足以填補此一經濟景氣造成的缺口。本研究以層級結構建立花蓮縣瑞穗鄉民宿業者之經營關鍵因素，分析各項民宿業者關鍵因素之權重，實證以提供民宿業者經營之量化指標，其對民宿業者經營成功關鍵因素之探討，係藉由文獻整理萃取出多項民宿業者經營要素、專家訪談，據以結構化為幾個經營成功關鍵因素；並以層級程序分析法(Analytic Hierarchy Process，AHP)建構民宿業者經營成功關鍵因素模型；期使民宿業者能藉以有效地評估其經營之優劣，以為制定策略與修正經營方向之參考，提升其民宿競爭力。

關鍵字

民宿業者；關鍵因素；層級分析法(AHP) ；花蓮瑞穗

並列摘要

Homestay can be said to be a smaller version of a casual farm. It is also a part of traditional agriculture and leisure, and exquisite agriculture. However, in pursuit of sustainable operation, it still has to enter a completely competitive market and accept the severe test of the market mechanism. However, many reports show that the property owners are affected by various social and economic conditions, and their production capacity is in a low economic interest, that is, their income is often insufficient to meet the expenditures required for their daily operations, and the formation of certain homestays needs to be different. More resources to create features. This study believes that homebuyers need to pay attention to safety and health, combined with catering and information services, to fill the gap caused by this economic climate. This study establishes the key factors for the successful operation of the housekeepers in Ruisui Township, Hualien County, and analyzes the weights of the key factors of the various property owners. The empirical analysis provides quantitative indicators for the operation of the property business, and its key factors in the success of the home business operators. By documenting and extracting a number of property management factors and expert interviews, it is structured into several key factors for business success; and the Analytic Hierarchy Process (AHP) is used to construct a key factor model for the success of the property business. To enable homebuyer operators to effectively assess the strengths and weaknesses of their operations, and to improve the competitiveness of their homestays by formulating strategies and revising business directions