屏東縣萬巒鄉客家伙房民宿可行性評估與發展策略之研究

A Study on the Feasibility and Development Strategies of Hakka Building Home Stay in Wanluan Township, Pingtung County.

李雪香(Hsueh-Hsiang Li)

指導教授 ： 段兆麟

國立屏東科技大學/人文暨社會科學院/客家文化產業研究所/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00023

摘要

隨著體驗經濟時代的來臨，民宿的體驗活動，逐漸受到遊客喜愛。本文以供需的面向，採文獻探討、?化及質性的研究，探究萬巒鄉客家伙房民宿可行性評估與發展策略。屏東縣萬巒鄉為研究地區，對象分為問卷調查與深度訪談兩類。問卷調查包括：居民92人、遊客480人，合計572人；訪談包括：行政及輔導人員5人、產業代表2人、專家學者
2人，合計9人，總計581人。藉由研究對象之意見、資源與政策法規分析討論，透過SWOT分析，再以TOWS策略配對，形成發展策略計9項。
本文提出八項結論：萬巒鄉客家伙房資源共計92座；客家伙房民宿，經評估具有可行性；結合整體資源，發展客家特色伙房民宿；運用伙房民宿優勢與機會，形成最適的發展策略；設計體驗活動，吸引遊客參與；運用管道與科技行銷客家伙房民宿；善用「沿山休閒農業區」與五溝客家「聚落」為發展利基；觀念和態度是發展客家伙房民宿成敗的關鍵。提出八項建議：（一）政府部門方面：專案推廣客家伙房民宿；落實政府政策及健全發展伙房民宿公共設施；（二）居民部份方面：形成策略聯盟創造產業行銷網；形塑主題特色設計體驗活動；鼓勵青年返鄉服務；（三）未來研究方面：建議從社區總體營造觀點研究發展客家伙房民宿，及結合沿山休閒農業區及五溝聚落的特色，研究如何發展客家特色伙房民宿。

關鍵字

客家伙房民宿 ； 可行性評估 ； 發展策略 ； SWOT分析 ； TOWS矩陣模式

並列摘要

Upon the coming era of experience economy, experience activities provided by home-stay are progressively welcome by tourists. This thesis discusses feasibility evaluation and development strategy of Hakka kitchen home-stay in Wan-Luan Township from the supply-demand perspective in literature review, quantitative and qualitative research methods. The researched area is set to be in Wan-Luan Township Area, and targeted samples are conducted in survey and depth interview. Among total 572 samples of the questionnaire surveys collected, there are 92 residents, 480 tourists. Result to total 591 samples of the depth interviews, which consist of 571 from those who participated in questionnaire surveys and 9 more from others; they are 5 administrative and assisting officers, 2 industrial representatives, and 2 professional scholars. Based on the opinions, resources and discussions on the governmental policies and legal issues obtained from the targeted research, we are able to conduct a SWOT analysis, and further construct a TOWS matrix with matching strategies. We had organized the formation of strategic developments in 9 items.
Our thesis had proposed 8 conclusions: (a) there are total 92 Hakka kitchen home-stays in the Wan-Luan Township Area; (b) Hakka kitchen home-stays is feasible after evaluation; (c) integration of overall resource in providing Hakka kitchen home-stays with Hakka culture and characteristics; (d) forming the most appropriate development strategies by analyzing the advantages and opportunities that kitchen home-stays have; (e) designing experience activities to gather tourists in participation; (f) using channels and technologies to promote Hakka kitchen home-stays; (g) Using “Mountain-Side Leisure Farming Area” and Wu-Go Hakka “Settlement” well for the purpose and interests of having a successful development; (h) and the keys to determine a successful development of Hakka kitchen home-stay rely on perspectives and attitude. This thesis also proposed 8 suggestion; they are: (1) governmental administration: launching projects to promote Hakka kitchen home-stays in order to enforce governmental policies and to develop public facilities for kitchen home-stays; (2) Local residence: forming strategic alliance in creativity and innovation industry with a marketing network; organizing featuring thematic experience activities; encouraging youth returning home to work; (3) Future Research: recommending execution of Hakka kitchen home-stay development from a perspective of unified community development, and to combine with the local features from “Mountain-Side Leisure Farming Area” and “Wu-Go Hakka Cluster” for expansion in developing Hakka kitchen home-stays.

並列關鍵字

Hakka Kitchen Home-Stay ； Feasibility Evaluation ； Development Strategy ； SWOT Analysis ； TOWS Matrix

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