背包客棧不再陽春：服務創新模式的個案研究

Out of the shabbiness: Case study on backpacker hostel for service innovation

許芊蔚(Chien-Wei Hsu)

指導教授 ： 陳岳陽

義守大學/管理學院/企業管理學系/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00162

摘要

背包客棧為一種以年輕人、旅行者為主要服務對象的廉價住宿空間，房間格局類似學生宿舍，其餘皆為公共空間。來自各地的投宿者共享同一房間，並可在旅舍規劃的公共交流區或小酒吧進行文化交流、同時享受社群生活，達到節省旅遊開支、兼顧旅遊的交流與分享目的。

　背包客棧由青年旅舍演變而來，早期的青旅大部分隸屬於國際青年之家，但近年隨著網路與行銷方法的蓬勃發展，以及旅遊市場驚人的成長速度，世界各地紛紛湧現了不少獨立青旅，這些獨立的青旅融合了各國文化與嶄新的創意呈現不同風貌，這樣的獨特性使得越來越多旅人選擇這類的住宿型態。因現今的青年旅舍多不再只是提供給學生及青年族群，本研究認為將這些獨立經營的青年旅舍稱為背包客棧更能詮釋其客群與核心價值。

　　在台灣，住宿選擇包括飯店、一般旅舍、商務旅館、民宿……等等，背包客棧在這樣激烈的競爭環境中，商業模式已與以往有顯著的不同。本研究欲探討背包客棧現今的商業模式狀況，以Osterwalder & Pigneur所提出之九大經營要素為基礎進行分析，並套用Hertog服務創新四構面，採個案研究法深入了解六間背包客棧的營運現況，並以服務創新要素提供更為整體性的建議予相關業者。

　　研究結果發現，透過服務創新構面之應用，可有效改良商業模式，讓背包客棧不再陽春，在新一波的複合趨勢下有嶄新的型態。並且服務創新構面與商業模式間有許多重疊元素，用以改良原先設計的適用性高。雖整個產業仍有待解決的問題，但在這些新服務概念下，仍可看出產業將邁向新型態的改變，更多元、更加客製化，串聯整個產業的能量、連結更多外部環境，以創造最大的價值。

關鍵字

背包客棧 ； 商業模式 ； 服務創新 ； 個案研究

並列摘要

Backpacker Hostel is a kind of budget-oriented, sociable accommodation where the guests are generally the young people and travelers. The style of the room is similar to the student dormitory, and the rest are public spaces. Guests share a room and they can stay in the public spaces to exchange their culture and enjoy community life. They can save their costs, and be satisfied of the socialable needs.

Backpacker Hostel evolved from the Youth Hostel. Most of early Youth Hostels were affiliated to the International Youth Hostel Federation, but recently a number of independent Youth Hostel have emerged from all over the world since the rapid development of the Internet, the innovation of marketing strategy, and incredible growth of the tourism market. These Backpacker Hostels combine different cultures and brand new originality to display remarkable style. This uniqueness makes more and more travelers choose this kind of accommodation. For the sake of the Backpaker Hostels nowadays serve not just student and young people, this study suggests that it is better to name this kind of accommodation the Backpacker Hostel instead of the Youth Hostel to interpret the integrated customer base and core values.

There are a lot of options of accommodation in Taiwan, like hotels , inns, motels, guest houses. In such a competitive environment, the business model of Backpacker Hostels has had significantly differece from the past. This study operates Osterwalder & Pigneur’s business model as the basis for analysis to investigate present status of Backpacker Hostels, then apply Hertog’s four dimensional model of service innovation, and discuss the operating status of six Backpacker Hostels with the case study research to provide more complete recommendations to the relevant industry.

The results found that through applying the model of service innovation, which can effectively improve the business model and make Backpacker Hostels out of the shabbiness, then develop new patterns in this complex trends. There are overlapping elements between the model of service innovation and business models, so it is highly suitable to operate its to improve the original design. Although there are still industrial problems waiting to be solved, but we can still see the industry will move towards new changes in these new service concepts. It will become more diverse, more customized, and with the energy to combine the whole industry and more external environment to create the greatest value.

並列關鍵字

Backpaker Hostel ； Business Model ； Service Innovation ； Case Study

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