本研究以台灣民宿產業之部落格內容資訊為研究對象，探討價格費用狀況對於台灣民宿產業消費者對部落格內容資訊喜好程度的影響程度以及不同類型的消費者對於收費狀況與其他部落格內容資訊屬性的權衡關係。首先利用集群分析將全體樣本區隔成成本屬性導向群以及資訊追求屬性導向群，再以出生地以及職業為事前區隔變數，將全體樣本區隔成台灣族群、港澳族群、學生族群以及非學生族群，進而探討全體樣本以及各集群對於部落格內容資訊屬性的相對重視程度以及各內容資訊屬性間的權衡關係。 經由統計分析，本研究有以下主要結論： 一、 全體樣本而言其部落格內容資訊喜好順序為美食和商圈資訊>房間內配套資訊介紹>景點資訊介紹>房間主題資訊介紹>民宿外觀資訊介紹>平均一人入住一天的消費價格1000元新台幣>平均一人入住一天的消費價格1800元新台幣>平均一人入住一天的消費價格3000元新台幣。 二、 就平均一人入住一天的消費價格3000元新台幣而言，如果部落格內容資訊的組合有辦法提供其所需要的美食和商圈資訊、房間內配套資料介紹、景點資訊介紹、房間主題資訊介紹以及民宿外觀資訊介紹則有可能吸引到整體樣本群、資訊追求屬性導向群、港澳族群以及非學生族群。 三、 就平均一人入住一天的消費價格1800元新台幣而言，如果部落格內容資訊有辦法提供其所需要的美食和商圈資訊、房間內配套、景點資訊、房間主題、民宿外觀介紹則有可能吸引到成本屬性導向群以及台灣族群進行消費。針對整體樣本群、資訊追求屬性導向群、港澳族群以及非學生族群，部落格不見得需要提供全部的資訊才能夠吸引這些族群進行消費。 / In this study, the blog information from the industry of Bed & Breakfast in Taiwan would be the subject. This study is going to analysis the impact of price to the consumers’ preference about the blog information from the industry of Bed & Breakfast in Taiwan and the different type consumers’ trade-off between various price and the blog information. At first, the study will divide the whole samples into the cost oriented group and the pursuing information oriented group. After that, the study will utilize birth place and occupation as the pre-segmenting factors. The whole samples will be segmented into Taiwan group, Hong Kong and Macau group, Student group and non-Student group and then going to discuss the trade-off between various price and the blog information among the whole samples and different groups. After the statistics analysis, the main conclusions in this study are listed as below: 1. For the whole samples, the blog information of preference order is Gourmet and Shopping area>introduction of interior facility>scenery>the theme of room design>1000NT for lodging fees per night>1800NT for lodging fees per night>3000NT for lodging fees per night 2. For those Bed & Breakfast which lodging fees per night is 3000NT, the whole samples ,the pursuing information oriented group, Hong Kong and Macau group and non-student group are willing to pay 3000NT per night to lodge only if the blog can offer all the satisfied information. 3. For those Bed & Breakfast which lodging fees per night is 1800NT, the whole samples , the cost oriented group, the pursuing information oriented group, Taiwan group, Hong Kong and Macau group and non-student group are willing to pay 1800NT per night to lodge only if the blog can offer all the satisfied information.

馬來西亞民宿之加盟與經營 / Situated in Southeast Asia, Malaysia is a popular tourist destination attracting travelers from all over the world. Currently in the tourism accommodation industry, traditional hotels are the main form of lodging available. Bed and Breakfast have been long established in Europe, America and most recently in Taiwan. Such lodging has its unique appeal as it offers a friendly and warm environment for tourists to interact and live with local families. In addition, bed and breakfast usually help local communities as it is a form of employment and source of income for families. Cozy Homes Bed and Breakfast aims to be the leading network of Bed and Breakfast in Malaysia offering high quality and comfortable accommodation to travelers. The business will consist of 2 units 1) Bed and Breakfast Model Home – this will be the first in Malaysia and 2) Marketing Services Unit – focused on brand building and establishing the franchise. The business model is scalable as recruitment of each new franchisee requires minimal investment from Cozy Home. Upon successful execution of the business plan, and if sales targets are achieved, the business will be profitable starting 2012.

近幾年來民宿產業蓬勃發展，合法民宿經交通部觀光局統計已由2006年10月的1625家，到2009年10月底的2857家，增加了1232家，成長75.82%。在競爭環境中民宿業者不僅要要提供遊客住宿的服務，還要提供餐飲、導覽等附加價值的服務。民宿業者如何找出策略行銷的方法和重點，使其成為經營上的競爭優勢，變成唯一個很重要的課題。 本研究以民宿業者所擁有的資源為基礎，找出成功民宿經營的策略行銷4C架構。本研究之步驟如下：（一）經由前台灣鄉村民宿發展協會理事長的介紹選擇特色民宿為參訪的對象。(二)設計訪談大綱進行深度訪談及實地觀察。(三)根據訪談內容整理個案民宿的策略行銷4C架構。(四)提出結論及建議。 本研究略獲以下相關發現：(一)從個案民宿的訪談皆可發現其對策略行銷4C都有應對想法。(二)因民宿業者日常皆有交流活動，概念上會大同小異，唯個案民宿擁有資源不同，導致策略行銷的著重點亦有所不同。 關鍵字：民宿，4C策略行銷

民宿與旅館皆在旅遊活動中提供遊客住宿功能，但是兩者在定位、提供的服務內容、給予消費者的感受上大不相同。隨著台灣地區旅遊風氣的興起，越來越多業者投入民宿產業中從事經營活動，產業內有發展過快的趨勢，造成買賣雙方形成資訊不對稱的情況，使得民宿業者與消費者間存在交易無效率的問題，因此本研究以台灣地區的「民宿」以及「民宿聯盟」為研究對象，討論目前民宿產業內的實質問題、民宿策略聯盟出現的原因與其在市場中扮演的角色，現有民宿策略聯盟的型式以及這些已存在的聯盟是否有解決目前產業內的實質問題、並發展幾項未來民宿產業內可行的其他合作型態。 本研究採用個案訪談與文獻分析，參考過去相關文獻、報章雜誌、民宿網站、民宿聯盟網站、政府相關單位的網站內容…等次級資料，輔以個案訪談的初級資料，分析目前民宿產業內的實質問題以及民宿聯盟相關議題之討論。 研究結果顯示，目前民宿產業內主要實質問題為買賣雙方資訊不對稱、民宿業者業內經營能力不足。而台灣地區現存的民宿聯盟種類共有四種分類方式：以聯盟服務的地理範圍大小和規模區分、以提供給消費者和民宿業者的服務區分之功能型民宿聯盟、聯盟內合作民宿的同質性程度區分之合作型與競爭型聯盟、組成以合法民宿為訴求的民宿聯盟。這些民宿聯盟種類可以解決部分產業內實質問題，然而目前許多民宿聯盟所提供的資訊有效性低，無法真正提供目標客戶所需要的資訊；且對民宿業者來說，參加民宿聯盟不一定是收入的保障；此外，部分民宿聯盟的定位與訴求不清，導致消費者取得的資訊更為混亂。因此，為解決這些現有聯盟無法處理的問題，本研究提出四種未來可能的合作型態：清楚定位與訴求的民宿聯盟、與旅行社合作的聯盟、與觀光飯店業者合作的聯盟、類似價位與服務內容之民宿形成同一聯盟。最後，根據研究結果給予民宿業者、民宿聯盟業者、政府相關單位關於經營上的建議。

Bed and Breakfast (B&B) business has becoming popular in recently years in Taiwan. There is growing number of B&B business. By 2013, there are total 4,223 registered B&B providing 16,904 rooms in Taiwan. It has become a 2 billion revenue business in Taiwan. (Tourism Bureau, M.O.T.C, Republic of China, 2013) This paper is aimed to analyze the market and give the owners suggestion for their plan to open a Bed and Breakfast business in Taitung. Given the relative competitiveness in this market, the owner is going to enter this market with some specialized characteristics to differentiate itself from its competitor. Unlike traditional B&B business, the business model extends the services to other sport-related activities, which generate other revenue to make the business more profitable and sustainable. Our study suggests that it is feasible to be profitable in 4 years with proper planning and execution accordingly.

近來國內民宿之萌芽發展，結合豐富的自然、人文資源，價位適中的住宿設施、地方特色餐飲及屋主的親切服務，已成為新興的觀光休閒產業；但是隨著許多的業者競相投入民宿業的設立，也相對地造成了民宿業競爭環境的激烈化，在競爭者眾多造成營運不易的前提下，如何有效運用自身相關資源，結合外在之環境與條件，以增加自己本身在市場的競爭力，便成為民宿業者在當前以及未來經營上所要面對的難題。 經由民宿業者之間策略聯盟的合作方式，透過聯盟合作所產生的力量可讓參與聯盟的民宿之間相互補足某種程度上的缺陷，這對於民宿在獲取利潤，增加市場佔有率的追求上，不外乎是項極大的助力；而且民宿也可經由聯盟學習性組織特性之資源交換的過程，發揮取長補短的功能，以達成在財務上降低成本，增加顧客滿意度，創造績效，增加本身競爭優勢的策略目標。 雖然策略聯盟可以獲得策略績效與控制，交換資源以取得競爭優勢；但由於不同民宿之間有著不同的屬性以及文化差異、更或者是聯盟成員之間缺乏信任等問題，有時不但使得策略聯盟成員未能達成預期目標，更可能導致整個策略聯盟組織的崩裂。從國內外的相關研究中指出，策略聯盟雖有助於績效的提昇，但其中失敗的例子也不在少數，根據麥肯錫顧問公司統計，策略聯盟的成功率約為百分之四十，可知聯盟並非成功的萬靈丹，是有其成功條件及關鍵因素存在。 面對策略聯盟如此的利益與隱憂，在此背景之下，本研究之動機是希望藉由對宜蘭民宿策略聯盟實例之探討，透過理論與文獻回顧、深度訪談、參與觀察等工具與方法，來釐清民宿業者策略聯盟的特性、影響宜蘭民宿策略聯盟整體績效之因素構面、探討宜蘭民宿策略聯盟之聯盟管理作為、聯盟整體形象、加盟者績效、及聯盟整體績效之影響關係等議題。對於民宿業者之策略聯盟要如何運作、哪些是影響其聯盟整體營運的關鍵成功因素等研究要項加以驗證之，並在最後提出對其聯盟之建議，以期能提供民宿業之經營者在行銷策略以及聯盟合作上的參考依據。

新光與鎮西堡部落早期以山田燒墾、狩獵漁獲為主要生產模式，資本主義經濟生產觀念和資源使用方式的形成，主要來自於政府政策影響下，部落居民先後投入經濟作物栽種與觀光旅遊的發展，然而，在生產活動變遷過程中，新光與鎮西堡部落居民內部的團結現象仍然顯著，人際與部落認同的傳統紐帶也依然明顯，並以泰雅傳統gaga中的共享觀念，建立部落共用資源自主治理的共同經營規則，規劃出一套觀光與民宿事業的自主治理模式，而這樣的文化模式隱含著以民族認同，維持集體行動與歸屬感的生存策略。 因此，本文以文獻分析法與田野調查之深度訪談、焦點團體訪談為主要研究方法，透過制度經濟學者E. Ostrom所提出之制度個人選擇與集體選擇變量分析架構，探討部落居民以傳統觀念作為凝聚共識，對於觀光與民宿事業自主治理制度的選擇與規則制定；並以「共用資源治理永續性之制度設計原則」，對於兩部落自主治理組織制度設計與運作的強健性，加以觀察檢視。以及，藉由兩部落自主治理組織的制度設計、功能、性質與各組織間的關係，分析新光與鎮西堡部落共用資源自主治理策略，和實際運作的情形。並透過中心∕邊陲觀觀察兩部落傳統社會經濟體系，與生產型態發展、變遷的歷史脈絡，和觀光與民宿事業對於部落社區文化延續的調適與衝擊。最後，綜合分析兩部落自主治理機制建立與持續運作的因素，以及所面臨的困境。 / Compare with the primitive production mode in Smangus and Cinsbu tribe focus on slash-and-burn, hunting and fishing, the capitalistic production mode and resource utilization mode is influenced by the governmental policy. Under the policy, the tribe residents start to cultivate the beneficial crop and to develop the tourist business successively. However, the residents of Smangus and Cinsbu Tribe still express the interior cohesiveness conspicuously in the process of transforming on production activity, and still behave the highly connection on traditional relationship and tribe identity. The tribe residents follow the traditional communion idea “gaga” in Atayal to build mutual operation rules on self-governing of the tribe common-pool resources, and to map out a self-governing mode on tourist and B&B business. And this kind of cultural patterns implies the subsistence strategy of maintaining collective action and a sense of belonging, which is under the ethnic identity. Therefore, the documentary analysis and the field study which is included in-depth interviews and focus group interviews is adopted as the main research approaches in this study. Otherwise, this study is based on the analysis of variance of individual and collective choice, which is broached by E. Ostrom, an institutional economist, to discuss how the tribe residents make rules and choose the self-governing system on the B&B business according to the common consensus of traditional idea, and to survey the reliability of design and operation of the self-governing organizations in Smangus and Cinsbu tribe according to the “Design Principles Illustrated by Long-enduring CPR Institutions”. In terms of review the design principle, function, and character of self-governing organizations and the relationship of those organizations in Smangus and Cinsbu tribe to analyze the self-governing strategy of common-pool resources and the actual situations. Moreover, through the core-periphery concept, this study also observes the economy system of traditional society, the development of production mode and the change of historical sequence, and the impact and of B&B business on the continuation of tribal culture and how the tribe residents get with it. At the end, this study analyzes the factors and difficulties, which influence the build-up of and operation of the self-governing in Smangus and Cinsbu tribe.

民宿在台灣已經行之有年，因應國人旅遊型態改變，從傳統的旅遊團到現在的自由行，改變了旅遊和住宿產業，而民宿產業也逐漸受到市場歡迎。本研究以宜蘭縣冬山鄉民宿為例，探討其經營管理及行銷方式，本研究方法採個案研究、深入訪談法，調查宜蘭冬山鄉三家民宿業者。 研究結果顯示：(1)每家民宿經營就是一個故事，應結合故事行銷，創造特殊價值；(2)民宿業者應以特定的群體或族群爲行銷重點對象；(3)民宿管理必須結合業者的興趣或專業；(4)民宿淡旺季明顯，為了穩定經營，建議與文化創意產業、節慶活動及地區活動結合；(5)民宿的未來發展，可與跟藝術產業作異業結盟，以符合小眾、重遊旅客的需求；(6)政府應參考先進國家民宿之相關法規，協助民宿永續發展。 / The bed and breakfast (B&B) is popular for years in Taiwan. The travel type has already changed from traditional tours to self-service travelling. This research is investigated by case study and deeply interview methods. The managing B&B of the Dongshan in Yi-Lan is our case study. Results have shown:(1)Each managing B&B might have a special story;(2)B&B manager should focus on specific target groups for marketing;(3)B&B managing must be combined with manager’s interests or professional knowledge;(4)The B&B should link up festivals and local activities;(5)In future,the B&B could be integrated into new art and culture activities for some travelers;(6)The Government should refer to the relevant regulations of advanced countries and help B & B sustainable development. / 摘要 i Abstract ii 誌謝辭 iii 目錄 iv 圖目 v 表目 vi 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與研究目的 4 第三節 研究範圍與對象 5 第四節 研究流程 6 第貳章 文獻探討 7 第一節 民宿之定義 7 第二節 民宿經營管理與相關研究 12 第三節 民宿行銷策略與相關研究 16 第參章 研究方法 21 第一節 研究架構 21 第二節 研究流程 21 第三節 研究對象 22 第四節 研究工具 22 第五節 訪談大綱 26 第肆章 研究分析 27 第一節 A民宿 27 第二節 B民宿 31 第三節 C民宿 38 第四節 管理意涵 42 第伍章 研究結果與建議 44 第一節 研究結果 44 第二節 研究建議 46 參考文獻 48 圖目 圖1-1 2003年～2015年5月宜蘭地區民宿家數統計圖 2 圖1-2 2006年～2013年宜蘭縣觀光休憩區遊客人次統計圖 2 圖1-3 2006年～2015年宜蘭地區民宿客房住用率統計圖 3 圖1-4 研究流程圖 6 圖3-1 研究流程圖 21 表目 表 1-1 旅遊住宿方式 1 表 2-1 民宿的定義 8 表 2-2 民宿的類型 11

在西班牙開設Luna Y Comida民宿的商業計畫書 / Luna Y Comida is a start-up bed and breakfast business that will open near the old town of Valencia Spain, in the Barrio Del Carmen. It will be a mid-range establishment with 6 rooms that will mainly target customers from the UK, France, Belgium and China, with some occasional Spanish vacationers. The owners will live on the premises and will be able to serve the clients with excellent customer service in their own language (French, English, Spanish and Chinese). This personalized customer service will be at the earth of our success. We aim at providing to our customers a “home” away from home and help reduce the stress usually accompanied with travelling abroad. Internet and social media will play a big role in the marketing strategy, as it is the most efficient and direct way to reach our possible guests. A variety of traditional and on-line promotions will be used to advertise competitively our B&B. These will help make Luna Y Comida profitable by the end of the first year of operation. However, the profits will be modest for this first year, but they are expected to grow during the second and third year of operation.

微型旅館產業是近年來因應旅遊市場需求成長而誕生的新興產業，係結合地方特色小規模發展的觀光住宿服務。早期自因風景區周遭開始出現，而後開始大幅擴展至今全台上千家的榮景，包括宜蘭、花東、南投清境及墾丁地區甚至離島等地數量相當龐大，進而形成許多微型旅館特色聚落。然而，隨著市場逐漸成熟也日趨競爭，加上現今對微型旅館經營的規範仍存在相當多模糊地帶，面臨法律跟不上市場的窘境，及造成市場上相關服務良莠不齊；另外微型旅館不可避免仍是觀光服務業的一環，仍需一定程度的投入、以企業專業經營並佈局更宏觀長遠的策略規劃才能永續發展。故本研究選取清境某系列民宿為研究標的加以分析整理，以商業經營模式圖將各項活動予以展開，並探討旗下三間不同風格微型旅館之定位設計並比較其異同，最終由個案結論衍伸至未來成長之願景發想。 / BNB industry, which also called Bed and Breakfast, is one of the most thriving industry in Taiwan recently. By combining with regional trait, BNB industry is growing faster as the demand of traveling market becomes mature. However, the more customers are willing to choose BNB , the more competitive market will be. In addition, there are still lots of grey zone about regulating the industry in the policy, and it makes disputes frequently. Although the average scale in the industry is small, it definitely needs certain level of investment and professional management to sustainable development. To discuss the main issue of BNB industry in Taiwan, this paper choose The Old England Manor and the other related BNBs as the objects of study. Through reorganizing and analyzing its business model, we present and compare the differences and finally discuss the possible prospect in the future.