近年來,民宿產業已逐漸成為觀光產業中的一部份。業者如何利用擁有的資源及能力,透過行銷策略之選擇及應用,以吸引更多的旅客投宿。同時,澎湖地區受限於氣候條件與交通因素,與台灣之民宿經營模式並不盡相同,成為一項值得研究之議題。 本研究利用深度訪談法運用層級程序分析法為工具,將業者填答之心中行銷能力及資源重要性加以排序,以利於與目前業者自評之現有行銷能力及資源作比較,並觀察其現行行銷策略類型提出建議。 本研究發現澎湖當地之民宿產業重視顧客連結能力及聲譽資產,亦致力於發展該方面之能耐。同時,由訪談結果得知,業者所採用之行銷策略多為維繫現有顧客關係為主。未來在接觸潛在顧客方面尋求成長是一項可努力之目標。
In recent years, B&B industry has been an important part of tourism industry. How do the owners use their resources and capabilities to gain more tourists through selecting and implementing their marketing strategies? In this thesis, we use in-depth interview method and AHP method to sort the importance of marketing capabilities and resources. Then, we compare them with the owners’ scores and make some suggestions. In the end, B&B industry in Penghu focus on customer linking capabilities and reputational assets, and they make efforts on developing these resources and capabilities. Meanwhile, based on the results, we find that their marketing strategy is to maintain existing customer relationship. In the future, they can access their potential customers to receive sustainable growth.