民宿產業群聚之形成與民宿經營績效影響之研究－以清境地區民宿業者為例

The Establishment of B&B Industry Cluster and the Impact on B&B Operating Performance-Example of B&Bs in Qing Jing Area

10.6132/JCM.2013.7.1.09

楊芝澐(Chih-Yun Yang)；郭雅惠(Ya-Hui Kuo)；謝雨良(Yu-Liang Sie)；陳昱逵(Yu-Kuei Chen)

民宿 ； 產業聚集 ； 經營績效 ； B&B ； Industrial Cluster ； Operating Performance

商業現代化學刊

7卷1期（2013 / 03 / 01）

181 - 199

繁體中文

近年來由於政府鼓勵國內旅遊，以及開放休閒農場的經營，因此在各著名的觀光景點，以南投清境地區的成長最快且最具密度。在業者不斷投入清境民宿營的情況之下，形成了民宿產業的「產業群聚」，這些產業群聚內之成員並不直接競爭，彼此有自己要服務之產業區隔；形成了相互共生的現象。過去學者對於「產業群聚」之探討大多著重於創新系統對群聚之影響，其對於服務業之產業群聚形成之原因，及產業群聚效應對企業經營之影響尚缺少深入探討，企業經營績效之良窳直接影響企業將來之發展。本研究之目的即在探討「產業群聚」之形成與對民宿經營之影響，亦即「產業群聚」民宿經營之服務管理、人力資源、財務、行銷活動等相關營運構面之影響程度。並以文獻探討做為基礎，利用德菲法專家意見法擬出清境地區民宿產業群聚之因素後，再問卷調查方式針對清境民宿業者發放問卷調查，已取得量化資料後進行回歸分析，以了解「產業群聚」效應對民宿服務業之經營績效所造成的影響。

As a result of which the government encourage the domestic tourism and open up the operation of the leisure farm, the growth in Nantou Qing Jing area is fastest and most denseness in the various famous touring site. In the situation of the dealers in B&B continue investing, they have formed the ”Industrial Cluster” in B&B industry. The members within these industrial clusters do not directly compete with each other because they have their own industry segmentation in services. They form the phenomenon of mutualism. Scholars principally focused on the study of the effect on innovative system in ”Industrial Cluster” in the past, the others were the reasons of the industrial clusters formed in the service industry. Furthermore, the effect of industrial cluster on business management still lacks the discussion in depth. The pros and cons in the business operating performance directly influence the development of the business in the future. The purpose of this study focus on the effect of ”Industrial Cluster” formed on the B&B operation, that is, the impact on services management, human resources, finance and marketing activities related to operational aspects of ”Industrial Cluster” in the B & B operation. Based on the literature, this study adopts the Delphi Method to develop the factors of the B&B industrial cluster in Qing Jing, and the questionnaire survey aimed at the B&B owners in Qing Jing. After obtaining the quantitative data and the process of Regression analysis, we will understand the effect of ”Industrial Cluster” on the operating performance of the B&B service industry.

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