摘要 民宿產業在國內蓬勃發展,市場上存在各種極具差異化的民宿產品,民宿房間價格也因此有很大的差異性。然而國內尚未見有關影響民宿房間價格因素之相關研究,瞭解民宿價格的影響因素,將有助於掌握民宿市場之運作機制。有鑑於此,本研究利用特徵價格理論,以戶外生活圖書公司出版之「中台灣民宿全集」,篩選出中部地區227家民宿為樣本進行實證估計。 本研究首先依據特徵價格理論之觀點,並參照過去相關文獻,歸納出影響民宿房價之三大類共計十八個因素,並建立兩個民宿特徵價格模型。以逐步迴歸法估計的結果發現,影響民宿房間價格的因素主要有七,分別為房間舒適度、距離交流道距離、周邊景點豐富性、地價、是否有附屬設施、是否提供刷卡服務及是否合法。模式估計結果之判定係數高達約0.72,顯示本研究所建立之特徵價格模型,已可解釋72%之台灣中部民宿房價差異。 此外,本研究結果亦發現,在其他條件皆相同下,取得合法登記證之民宿房價,其定價較不合法民宿高約195元,值得尚未取得民宿登記證之業者參考。在前述七個變數中,以房間舒適度對民宿房價的影響程度最大,本研究估計結果顯示,當消費者對民宿房間舒適度之認知提高一單位時,民宿房價可因此提高約1,152元。 關鍵詞:民宿房價、特徵價格模型
ABRSTRACT The bed and breakfast (B&B) accommodation has become more and more popular and also occupied a large portion of the tourism market. Past researches on the industry focused mainly on the issues of its service quality, customer’s satisfaction, and customer’s choice behavior, relatively less attention has been devoted on the discussion of B&B room price mechanisms. The study on the B&B room price can help understanding how this market operates, and can further serve as the base for managing this industry by the government. According to the above description, this thesis applied the concept of hedonic theory to construct a framework for the explanation of B&B room price deviation. 227 B&B units located in the central area of Taiwan were selected as the target for the empirical study. The main results indicated that the B&B room price are mainly affected by seven variables: The degree of room comfort, the distance from the highway exchange, the surrounding scenic sights, the diversity of facilities, whether take VISA card or not, and if they are legal. The model can explain around 72 percent of the B&B room price deviations in central area of Taiwan, indicating a good model fit. Keywords: B&B room price, Hedonic model