台灣自實施週休二日制度以來,促使國人更為重視生活品質而形成多種休閒生活型態,民眾不僅休閒時間增多,對於休閒類型的需求也逐漸增強擴大,進一步促進了國內休閒渡假旅遊的多元發展。在鄉村旅遊住宿市場中,民宿經營已從以往的食宿設備供應演變為講求服務品質和生活型態認同的形式鋪陳與具體實現。其中旅遊接待的住宿業,亦因國人旅遊住宿型態的風格品味與時間運用較為彈性,除了從原有的觀光旅館發展出商務旅館、汽車旅館、渡假中心等與追求自然體驗的休閒農場之外,而以強調體驗地方生活與自然風俗的民宿,成為國人嚮往疏壓休憩的心靈補給站。民宿產業的經營型態和觀光旅館不盡相同,較難以旅館業的標準來核定民宿是否通過認證。為保障遊客鄉村住宿權益、休閒產品選擇與安全性以及維護渡假期間的休閒品質,藉由多面向評核項目的衡量,篩選出適合國情的民宿品質認證評核項目,才能夠建立具有合適性與公正性的認證評估與規範依據。 本研究參考歐美、日本等國家對於民宿與旅館評鑑或管理的要求制訂出符合國際潮流趨勢的民宿品質認證評核項目與架構。於正式問卷發放之前以產、官、學專家各組成焦點團體給予問卷評核項目架構的設計意見,以此意見設計為修正式德爾菲專家問卷發放。歷經三回合德爾菲問卷之評核項目穩定度與平均數篩選後,認證評核項目架構底定為三個層級:層級一為「環境設施」、「經營特色」、「服務品質」、「社區參與」4大主要構面,並於其下細分11項次層級與層級三細部說明評核項目共49項,以求型塑出具國際水準的優良台灣民宿品牌。 本研究進一步藉由模糊層級分析法邀請各領域專家針對認證評核項目給予權重評估,分析結果以主要構面而言,「服務品質(0.337)」、「經營特色(0.286)」、「環境設施(0.245)」、「社區參與(0.132)」為專家認為民宿著重的構面,也顯示出與其他相關住宿產業最大的不同之處。以次要層級各個構面而言,最重視的評核項目層面與權重分別為「主題特色(0.191)」、「員工素質(0.153)」、「與客互動(0.112)」。由分析結果可歸納出專家認為民宿經營強調以品質、特色為休閒住宿市場區隔的方針,而以提供安全、舒適、衛生、環境永續發展為經營目標。根據上開成果,本研究亦針對民宿經營所需注重的面向研訂適合國情並得與國際接軌之民宿品質認證評核系統和流程,執行維護遊客鄉村住宿權益的品質保證,以期能共同塑造出台灣民宿的品牌,將台灣民宿與觀光資源行銷至國際舞台。
The two-day weekend has now been present in Taiwan for many years, giving people more leisure time with more emphasis on quality of life. The demand for leisure activities has gradually increased, encouraging the development of various types of leisure and tourism industries. In the rural tourism accommodations market, B&B has transitioned from supplying eating and lodging only to providing better service quality and life style. Because B&B operation is different from hotel management, hotel evolution standards would not be proper to accredit B&B. This research considers many dimensions to sift the indicators adapted for national conditions to establish suitable and applicable accreditation and standards. This study integrates the Modified Delphi Method and Fuzzy Analytic Hierarchy Process Methodology (which consists of four dimensions) to develop performance indicators for bed-and-breakfast operations. The 3 rounds of Delphi questionnaires were mailed to experts in leisure or recreation, innkeepers and B&B administrators to identify the key indicators for developing a complete B&B accreditation framework. The result induced 4 dimensions, 11 sub-performances, and 49 detail indicators to explain the sub-performances. This study measured the performances and factor weights to establish an accreditation framework. The Fuzzy AHP application process was applied to measure the weights. The result shows the weights of the four dimensions as follows: “0.245 of environmental facilities,” “0.286 of management characteristics,” “0.337 of service quality,” “0.132 of community identification.” The sub-performance weight key factors were as follows: “0.191 of theme characteristics,” “0.153 of flesh ware,” “0.112 of interaction.” According the weights and results, this research could provide B&B accreditation and standard operating processes that matched international B&B assessment systems. Moreover, the quality assurance of customer rights protection was identified. Therefore, we can expect to frame a Taiwan B&B brand image for global marketing.
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