民宿．夢想．家：民宿業者創業歷程之研究

A Study on Entrepreneurial Process of Home Stay Managers

10.6950/JL.201009.0075

楊明青(Ming-Ching Yang)；蔡怡君(Yi-Chun Tsai)；胡瑜珊(Yu-Shan Hu)

民宿 ； 創業歷程 ； 創業動機 ； 質化研究 ； Home Stay ； Entrepreneurial Process ； Entrepreneurial Motivation ； Qualitative Research

造園景觀學報

16卷3期（2010 / 09 / 01）

75 - 96

繁體中文

近年來民宿已經成為台灣地區旅遊活動中，不可或缺的居住選擇之一，此外，在法源明確以及旅遊趨勢的影響之下，民宿業儼然已在全台各地蓬勃發展。根據交通部觀光局的統計資料指出：以2007年國人利用週末或星期日從事國內旅遊為例有30%的國內旅遊者是「在外過夜」，國內旅遊者其中選擇住宿於「民宿」總數有4.3%，這意味著，幾乎每7個國內旅遊者在外過夜當中，就有1人選擇住宿於「民宿」，「民宿」是國內旅遊者「在外過夜」的第三選擇，僅次於12.8%之「旅館」、11.2%之「親友家」。本研究採用質化研究法，利用深度訪談法以及文獻回顧法，故旨在探討15家民宿業者創業歷程中之創業動機、遭遇的挫折與解決之道，及其經營成功關鍵因素。研究結果有三：(一)創業前期的創業動機可歸納成5種不同的創業類型；(二)創業中的甘苦可個別歸納成10個關鍵的影響因素；(三)未來願景則可歸納成3種迥異的未來經營方向等。然而，政府單位的重視以及專業民宿經營和行銷的輔導，亦是目前民宿業者所迫切需要的。最後，民宿業者將可參考本研究所歸納出來之因素以做為創業及自我檢測之依據。

Home stay has become an important accommodation choice in Taiwan tourism activities. Besides, home stay business has become more and more popular in Taiwan. In 2007, according to the statistics of Tourism Bureau Ministry of Transportation and Communication, people have been taking advantages of two-day weekend to engage in domestic and nearly 4.3% out of 30% stay overnight in home stay. This is next to those who stay overnight in hotel (12.8%) or in relative and friend's house (11.2%). Based on the qualitative research method, this paper conducted in-depth interviews and literature review with the 15 home stay managers. The purpose of this paper tries to present the entrepreneurial motivation of home stay managers, the frustration they had, and the way how they coped with it and the key factor of being successful in business. There are three major findings from this paper: it showed 5 entrepreneurial types in the first stage; besides, it induced 10 key factors of joys and sorrows in the second stage; and 3 ambitions induced in the future. Nevertheless, the home stay managers are in urgent need of special attention from the government, and professional assistance about operating and marketing of the home stay. Finally, this indicates the critical success factors identified from this thesis can be used by the managers to check their own business.

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