墾丁地區民宿經營策略之研究

The Strategy of Bed and Breakfast Operation in Kenting Area

陳芳琪(Fang-chi Chen)

指導教授 ： 葛維鈞

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

民宿產業在台灣已行之有年，因應國人旅遊型態的改變，從傳統的旅遊團到現今的自由行，改變了旅遊產業和住宿產業。民宿產業也漸受到市場的歡迎。民宿業者為了吸引顧客，將原本只提供住宿的服務，提昇至更多元化的服務項目，給顧客的感受亦是多了份親切與家的感覺，這也是民宿和飯店之差異所在。但民宿產業在資金與規模上仍無法與飯店抗衡，加上民宿業興起快速，2011年2月份全台民宿的數量已達3,588，故如何在觀光住宿這塊大餅上找到自身優勢，並永續經營已是目前民宿經營相當重要的課題。
本研究以墾丁地區民宿為例，為找尋民宿經營策略和其如何產生競爭優勢，以利永續經營。首先蒐集與本研究相關的民宿文獻，再以深入訪談的方式於墾丁不同區域選擇經營年份兩年以上的民宿為訪談對象，並觀察民宿的實際經營狀況。將訪談及觀察獲得並彙整內容，分析出民宿經營現況與其關鍵經營策略。據訪談個案內容發現，個案民宿成立之原因大致可分為：家庭因素、機緣巧合、拓展事業、享受在地生活四種。若以經營理念區分又可分為，體驗生活型、個人特色型、以客為尊型、藝術夢想型四種類型。民宿經營者依民宿所在區位、成立因素、經營理念的不同，來發展民宿的經營策略；從個案民宿中大部份經營者認為會影響民宿經營策略之因素為：地理位置、民宿內部文化與經營理念、其它附屬服務、網路行銷、資金充足此五項。個案民宿通常皆會以本身擁有的條件、像地理位置、資金，民宿文化或經營理念不同來制訂經營的策略，並且從中找出適合民宿的經營方式，以求民宿永續發展。

關鍵字

關鍵成功因素 ； 墾丁 ； 經營策略 ； 民宿

並列摘要

Bed and Breakfast industry in Taiwan has long history, which has change people’s travelling style from traditionally follow with agent group to visit alone. Many Bed and Breakfast owners find variety approaches to attract people. They offer what traditional hotel can’t give to distinguish the market although they can’t enroll in as same amount of money as their competitors. By Feb. 2011, a number of 3,588 Bed and Breakfast businessperson has covered Taiwan, it’s important for Bed and Breakfast owner to make their decision.
This research takes Kenting as an example to analyze the important factor for B&B industry. Firstly, the study collected materials about B&B with deeply interviewing the local B&B owners who has run their industry for more than 2 years as well as observing the status quo of their industry, and then finished organizing the content of the interview to gain the major operate strategies. According to the investigation, the reason the foundation of B&B in this case includes family factor, encounter chances, business broaden and the intension of enjoying the local life. It can be classified by the operating concept with four types of life experienced, personal specialized, guest oriented and artistic style. B&B owners carry on their houses with their own advantages like special location, the factor of foundation, and the concept of different operating approach. Most of owners think that geographic position, culture, operating concept, online marketing, sufficient invest and other attached services are important factor for B&B’s success. The business strategies of B&B companies in this study depends on their special advantages like location, fund, culture and operating concept, with period time of experiencing, they try to find the best method to run their business.

並列關鍵字

Major Success Factor ； Kenting ； Management strategy ； Bed and Breakfast

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