酒店式公寓進入觀光住宿市場之可行性分析

A Feasibility Study on Service Apartment Industry Enter Tourism Accommodation Market

王毓均(YU-JING WANG)

指導教授 ： 彭序文

國立臺北大學/公共事務學院/不動產與城鄉環境學系/碩士(2016年)

摘要

相較於國外，台灣「酒店式公寓」屬新興的不動產型態，大多數民眾甚至於不動產相關從業人員對其仍不熟悉，相關研究甚少，本研究透過文獻分析、問卷調查法和深入訪談法，從需求與供給面向探討究竟何謂酒店式公寓；酒店式公寓在國內外目前的發展現況如何；台灣目前發展碰到的困境為何；未來可否像國外酒店式公寓進入觀光住宿市場。
「酒店式公寓」英文為「service apartment」，最早起源於歐洲，發展至今，酒店式公寓提供專業的管理、家庭式的設備，通常擁有較大的空間，採選配式服務，國外酒店式公寓針對客層包括休閒和商務旅客，住宿期間從短期到長期、價格從平價到高價，然而台灣酒店式公寓為商務人士長期居住，提供五星級飯店的管理和服務，屬於高價位的住宿，以此看來我國酒店式公寓市場應可擴大。
台灣觀光住宿市場現況，國內外觀光旅客主要住宿類型有旅館、民宿和日租套房，我國旅館經營多元，從平價到高價、從個人到家庭，一應俱全，數量亦多，地點遍及全台灣；民宿多數收費平價，地點主要分布於觀光資源豐富之地區，規模小，房間數最多不可超過15間；日租套房走平價路線，地點靠近鬧區，多數隱身於民宅中，其最大的隱憂為尚屬違法。
研究結果顯示，需求者普遍對酒店式公寓認知度不佳，且需求者與供給者對酒店式公寓定義有所差異；台灣酒店式公寓業者目前確實有碰到困境，以「需求逐漸減少」最為棘手；未來台灣酒店式公寓可否進入觀光住宿市場，以供給和需求分析得出的結果是可行的，然而不一定需由現有酒店式公寓業者進入，需求者著眼點於房價較飯店便宜，但現有知名業者若進入觀光市場依舊會維持中高價位，所以平價酒店式公寓需期望目前規模較小且不知名的酒店式公寓業者擴大經營或其他類型業者進入，只是許多小規模經營之酒店式公寓或日租套房都是違法經營，因此酒店式公寓進入觀光住宿市場的前提是法令面必須修正。
本研究針對酒店式公寓未來若要進入觀光住宿市場給予以下建議::一、申請旅館執照；二、推動修正相關法律規範；三、擴大酒店式公寓供給市場；四、設立於交通便利之處；五、減少部分設施或服務以降低房價。另外，由於酒店式公寓目前屬於較少人研究的議題，給予後續研究者兩點建議:一、蒐集更完整的一手資料，使分析更加完善；二、訪談其他住宿型態的業者，了解未來有無以酒店式公寓的型態進入觀光市場的可能。

關鍵字

專業租賃住宅 ； 商務住宅 ； 酒店式公寓 ； 觀光住宿

並列摘要

Unlike other countries, service apartment in Taiwan is a relatively new type of real estate. The public and even those who are in real-estate-related business are not familiar with service apartments, and only a very few pieces of research have been done in this field. Via literature review, questionnaire survey and interview with suppliers and demanders, this paper aims to define what service apartment is, to introduce the status quo inside and outside Taiwan, to point out the current obstacles in this island, and to probe whether or not service apartment in Taiwan may extend the reach and find its place in tourism accommodation market.
Since it originated in Europe, service apartment has become a place with professional management and domestic facilities, featuring a space larger than a hotel room along with amenities tailored to accommodator’s needs. Service apartments in foreign countries are greatly diversified based on different target customers. The apartments can either be budget or pricey hotels that provide short-term or long-term stay for leisure and business travelers; while in Taiwan, service apartments are often luxury condos with hotel amenities and only attract to long-stay businessmen. In this respect, there shall be room for further expansion for service apartments in Taiwan.
As observed from Taiwan’s tourism accommodation market, international and domestic tourists mainly go for hotels, guesthouses or daily rental suites. Hotels in this country have differentiated pricing for target customers like individuals or families. There are numerous hotels covering the entire island. As for the guesthouse, Most of them offer affordable accommodations near tourist attractions and are usually operated in a smaller scale – usually no more than fifteen rooms in each guesthouse. Daily rental suites are often budget accommodation in civilian’s houses in downtown area, and their biggest problem is that they are still illegal in Taiwan.
The research indicates that operators in Taiwan do face difficulties under current circumstances – service apartments have low market recognition, and demanders and suppliers have a different understanding on service apartments. Operators in Taiwan indeed face struggles since shrinking demand emerges as the toughest obstacle.
Based on the analysis of demanders and suppliers’ survey, this paper finds entering tourism market a feasible solution for service apartments in Taiwan. However, the current operators of service apartments may not be the only answer to this situation. As demanders focus on the lower room price, while the current well-known operators might maintain the same high/moderate price, we would look to other smaller and less famous operators to expand their business scope or other kinds of operators to join in the budget service apartment market. Now the problem pops up as most of the small service apartments or daily rentals are run illegally, so the premise of entrance of service apartments is to amend certain law regulations in Taiwan.
For operators who attempt to enter tourism accommodation market in the future, the following advice may be helpful: first, apply for a hotel license; second, urge the legislatures to amend relevant regulations; third, expand supply to the service apartment market; fourth, build your service apartment at location that is easy access to transportation; fifth, reduce expenses at certain facilities or service to lower room price. Meanwhile, in light of the lack of research in this field, researchers may consider the advice below for future studies: first, collect full first-hand data so as to refine the analyses; second, interview operators of other kinds of accommodation to see if it is probable for service apartments to enter the tourism market.

並列關鍵字

rental housing operated by professional agencies ； service apartment ； commercial housing ； tourism accommodation

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