民宿空間形象的塑造方法－以”宜蘭跑跑”為例

The Spatial Image Creating Methods for B&B-A Case Study of I-Lan pawpawland

賴品瑄(Ping-Hsuen Lai) ； 陳歷渝(Li-Yu Chen) ； 李昀容(Yun-Rong LI)

《傳承與創新-文化混血的設計創意》 十五屆 (2016/12) Pp. 583-595

https://doi.org/10.6678/IICHC.2016.39

摘要

近年來國民旅遊與國民休閒品質提升並走向精緻化，旅遊消費的能力陸續成長，刺激了休閒市場的發展，相對使得住宿需求大量提高，也促使民宿的住宿空間成為新一波的旅遊潮流。本研究動機在探討民宿空間形象與其消費者需求之間有何關聯，目的在了解民宿空間形象的塑造方法，從建築設計、室內空間設計、經營管理三個層面探討，找出符合現今消費者心中的消費需求。研究方法先就文獻回顧法釐清民宿的定義與類型，並藉由實地訪談法採訪宜蘭跑跑民宿經營者兼設計師，對於民宿的周邊景觀、建築設計、室內空間進行分析；並分別就空間形象與經營管理提出：主題特色經營、創意空間建立、友善環境營造、地方特色展現之四階段行銷民宿，供民宿經營者在消費者管理及永續經營上之參考。

關鍵字

民宿 ； 空間形象 ； 消費者需求 ； 經營管理 ； 行銷

並列摘要

Over the last few years, with the improvement of national tourism and leisure life quality, the significantly increased spending power of tourism has boosted the development of leisure and tourism market and the growth of accommodation needs. Bed and Breakfast (B&B) has therefore become a new trend for tourism. The aim of this study was to clarify the relationship between the space images of B&Bs and consumer demand in order to understand if there is a difference between the cognizance of the needs of B&B operators and consumers, and to identify the key factors that influence consumers' preference of space image of B&Bs. We firstly investigated the essence of B&B and choice factors of consumers through literature reviews and questionnaire interviews. We then discussed about the space images of B&Bs and offered our suggestions for B&B space images and management. We hope that this study can provide B&B operators with references of consumer management as well as sustainable opereation.

並列關鍵字

Bed and Breakfast ； Space Image ； Consumer Demand ； Management ； Marketing