民宿經營管理之研究－以台南縣白河鎮為例

Operation and Management Research of B&B by Using Qualitative Study Method-take Paiho Town as example

張本初(Pen-Chu Chang) ； 謝郁婷(Yu-Ting Hsieh) ； 鄭怡華(Yi-Hua Zheng)

《觀光餐旅評論》 2卷1期 (2008/12) Pp. 71-91

https://doi.org/10.6605/RTH.2008.2(1).5

摘要

民宿與旅館一樣，都是提供消費者一個住宿的場所，但民宿具有的特性與消費者的感受卻有別於旅館或飯店，本文主要研究目的是在於瞭解民宿經營現況與問題，以台南縣白河鎮三家民宿爲研究對象，透過相關文獻、個案研究和深度訪談等分析方法，探討個案中對於行銷策略管理、人力資源管理、財務管理、資訊管理及服務作業流程管理之現況，同時瞭解民宿管理辦法實施後業者的態度及其影響。研究結果顯示，在民宿成立階段，必須先行定位民宿本身的特色、經營型態、風格、資金來源和市場區隔等，創造不同的吸引力，以家庭副業方式經營。而在民宿經營管理部分，以網路行銷成效最好，同時建議與旅行社合作，或聯合其他民宿業者共同促銷。而民宿合法化的問題，也期望政府的輔導與法令的修正，同時提供經營民宿的人有個常態性的學習管道。

關鍵字

民宿 ； 經營管理 ； 白河鎮

並列摘要

As well as hotels, bed and breakfast (B&B) is providing consumers with a stay at the venue. But the characteristics and the feelings of consumers of B&B are different from hotels or restaurants. The main purpose of this article is to understand the B&Bs' operation status and problems, taking three subjects of Paiho town, Tainan County as example of case study. To investigate the marketing strategy management, human resources management, financial management, and information management and process management operations in situ through analytic methods, i.e. the relevant literature and depth interviews. At the mean time, to understand the B&Bs' attitudes and impacts after implementation of B&B Management Act. The results showed that in establishment stage, to locate the special characteristics, management style, funding sources and market segmentation of B&S is necessary. This will create a different appeal and be suitable in operating under family sideline. And internet will be the best market too in operation. Also proposed to cooperate with travel agencies and join association to promote together. The legalization of B&B will resolve by the guidance of Government Acts. Hope Government will provide B&Bs' operators a regulated channels of learning.

並列關鍵字

B&B ； Operation and management ； Paiho town

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