北宜高速公路通車對礁溪鄉住宿業發展之研究

The Development of Lodging Industry in Jiaosi County after Beiyi Highway's Operation

10.29938/TWTOURISM.200805.0229

黃馨慧(Hsin-Hui Huang)；張倩文(Chian-Wen Chung)；高崇倫(Chung-Luen Kao)；謝佩珊(Pei-Shan Hsieh)

北宜高速公路 ； 礁溪鄉 ； 住宿業 ； 聯盟 ； Beiyi Highway ； Jiaosi County ； Lodging Industry ； Strategic Alliance

臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集

2008年度（2008 / 05 / 01）

229 - 237

繁體中文

本研究使用社會科學中的深度訪談法，用以瞭解北宜高速公路通車後業者對於宜蘭礁溪鄉住宿的看法及未來的衝擊與走向。在實地與受訪的山泉大飯店、四季園民宿和友誠溫泉飯店3家住宿業進行深度訪談，發現台灣北部的旅客會因爲交通便利而影響到礁溪鄉的住宿，但是卻增加了台北一日往返的泡湯或喝茶的旅客。相對的也增加了台灣中南部旅客以團體旅遊的方式到礁溪鄉住宿。由於交通因素改變了旅客的消費型態與行爲，住宿業也必須改變其行銷的策略。業者必須結合礁溪鄉的自然與人文資源，提供房間以外的商品供旅客選擇與消費。此外，住宿業者除了提升自己的競爭力外，也利用網路通路來增加本身的曝光率，與異業結盟如客運、車行或是信用卡合作以符合未來的潮流趨勢。

This study uses depth interview to collect the owners' attitude and future prospect of Jiaosi County lodging industry. After interviewed with 3 different types of hotels, which are Sun Spring Resort, Four Seasons Pension, and Yuc Heno Hotel, the result showed that the operation of Beiyi Highway in 2006 did influence the occupancy rate among Jiaosi County lodging industry. The situation has been changing after tour coaches are available on the highway from 2008. This brings not only Taipei metropolitans on a one-day trip to Jiaosi County for hot spring and tea drinking, but also allures southern Taiwan tourists visiting and staying in Jiaosi County in package tours. The changing of consumers' behaviors will alter the hotel owners' marketing strategies. The owners must provide alternative products for tourists besides rooms, and these merchandises have to be implanted with the essences of Jiaosi County natural and cultural resources. The most important of all, the owners should expose themselves on the internet, and do strategic alliance with tour coach companies, taxies and credit card companies.