從體驗觀點探討臺灣民宿規劃—以宜蘭地區民宿為例

A Study of Planning Process of Bed and Breakfasts in Taiwan, from the Perspective of Experience: Using Yilan County as an Example

林建宏(Chien-Hung Lin)

指導教授 ： 魏主榮

中原大學/設計學院/室內設計研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400790

摘要

臺灣民宿產業發展至今已逾三十年，民宿內涵也隨著國人的消費能力與精神生活的提升而開始蛻變。在過去，「私宅提供一部份房間供旅客臨時居住」是民宿的原型，一種替代旅館的住宿方式，提供床和早餐的「服務經濟」；當今民宿帶給旅客的是一股感性力量，創造難忘住宿經驗、心靈療癒，進而提升其日常生活美學的「體驗經濟」。
本研究企圖從體驗觀點來探討臺灣民宿規劃，透過推薦型民宿入口網站Dear b&b進行研究個案的篩選，以宜蘭地區的「OM House神祕之谷」、「壯圍張宅」、「蛙塘民宿」與「小時光民宿」做深入探討。
透過文獻回顧與彙整建立個案分析的立論架構基礎，從「民宿規劃者」角度進行民宿體驗主題設計之探討，再透過資料蒐集、現地調查、民宿業者與住客訪談等方式進行「民宿體驗者」之體驗驗證，藉以了解各民宿規劃內涵與特點。
經研究後發現，民宿體驗主題設計的五大標準及五種策略體驗模組，兩方向的思索檢視能夠具體而微的運用於民宿規劃。臺灣民宿產業也將隨著體驗經濟時代的來臨，進行產業轉型，提供更高品質、更深度、更精緻的旅遊內涵來豐富消費者的精神生活。

關鍵字

體驗主題設計 ； 民宿規劃 ； 體驗經濟 ； 體驗行銷

並列摘要

The B&B industry in Taiwan has been developed for more than 30 years, and the quality of B&B has greatly improved due to growing consumption power and leisure demand of visitors. The origin of B&B was to “provide a part of private residence for the accommodation of travelers”, which served as an alternative to hotels, and considered “service economy” that provides bed and breakfast. At present, B&B has evolved into “experience economy” that stimulates perceptual power, creates an unforgettable accommodation experience, delivers spiritual healing, and offers life aesthetics to the guests.
This study aims to discuss B&B planning in Taiwan from the perspective of experience, and select the cases from the website of Dear b&b. The B&Bs in Yilan, including “OM House”, “Chang's House in Chuangwei”, “Frog Pool B&B,” and “My Good Time B&B”, were chosen for in-depth discussion.
By literature review and constructing the theoretical framework for case analysis, this study discussed the design of B&B experience themes from the perspectives of the B&B owners. Then, this study collected information, conducted field investigation, and carried out interviews with B&B owners and guests, in order to validate the experiences perceived by the “B&B experiencers”, in order to understand the content and features of B&B planning.
The results showed that the five major criteria and five strategic experiential modules in the design of B&B experience themes can be specifically applied in the B&B planning. Facing the advent of experience economy, the industrial upgrade should be implemented in the B&B industry, in order to provide high quality, in-depth, and refined travel contents for enriching the spiritual life of the consumers.

並列關鍵字

Experience Themes’ Design ； B&B Planning ； Experience Economy ； Experiential Marketing

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