民宿經營現況與遊客消費特性之分析－以台東縣為例

An Analysis about Current Condition of Operating Household Hotel and Tourists' Consuming Characteristics-Taking Taitung County as an Example

10.6214/JSRM.200506_2(1).0010

徐欽賢(Chin-Hsien Hsu)；沈嘉偉(Chia-Wei Shen)

民宿經營 ； 消費特性 ； operation of household hotel ； Consuming Characteristic

運動休閒管理學報

2卷1期（2005 / 06 / 01）

145 - 158

繁體中文

民宿近年來在國內地區都已經有了相當程度的發展，但是普遍素質卻不一，從基本安全、衛生方面，再到硬體的設施、軟體的服務、經營管理上皆有相當大的落差。台東縣位於台灣的後山，觀光旅遊又是最主要的發展重點，再配合上東部獨特的天然資源及原住民文化，這些都是發展民宿的最大優勢。但是相對於其他縣市，台東縣內的合法登記民宿其數量遠比同樣在東台灣的宜蘭縣及花蓮縣還要來的少。本研究乃針對台東縣內合法登記之民宿業者隨機抽樣10間進行探討，所使用的主要研究方法分為質化分析與量化分析兩大部分，其中質化分析主要用來收集了解民宿之經營現況；量化分析主要用來了解民宿遊客之消費特性。研究結果發現目前台東縣合法民宿的發展也都依照土法煉鋼的方式由各民宿業者自行摸索經營方式，缺乏專業的經營及知識導致遊客的使用率不高，也造成民宿經營者生計上極沈重的負擔。政府單位的重視及專業民宿經營的輔導，儘速將特色民宿的規定制定出來，這些都是目前民宿經營者所最迫切需要的。

In recent years household hotel has enjoyed sound development in local areas. However, due to the great gap in the field of security, sanitation, infrastructure, service, and even management, the qualities of household hotels are different. Located in the back Mountain of Taiwan, Taitung County pays special attention to tourism industry. In addition, natural resources and natives' culture in the east are unique, all which are the advantages for developing household hotel. However, compared with other counties and cities, the number of legally registered household hotels in Taitung County is far less than that in Yuan County and Hualian County, which are also in the southern Taiwan. This research analyzed ten samples randomly drawn from all of the legal household hotels registered in Taitung County in the method of quality analysis and quantity analysis. Quality analysis is mainly used to collect the information about the operation of household hotel, and quantity analysis is mainly used to understand the consuming characteristics of tourists who choose household hotel. The research concludes that at present the legal household hotel in Taitung County develops in indigenous way, which means that the owners have to find out how to run their household hotels by themselves. Since they lack professional experience and knowledge, the household hotels suffered a low rate of usage, which is really a hard burden for the owners. Therefore, the owners are in urgent need of special attention from the government, professional assistance about operating the household hotels, as well as the stipulation of regulations about distinguishing household hotels at an early date.

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