台灣民宿經營關鍵指標與績效之實證研究

The Empirical Research of Key Indicators and Performance of Taiwan Homestay Operation

民宿於觀光休閒產業中扮演非常重要之角色，不僅可促進當地經濟發展，而且可深度瞭解當地文化。本研究主要探討民宿經營之關鍵指標與其績效。於研究方法上，首先，運用網路程序分析法獲取權重與排序，進而得知經營民宿之關鍵指標，接續，運用模糊理論獲取經營績效值，進而得知民宿之整體績效表現，最後，再藉由重要性—表現程度分析法提出經營策略。研究結果顯示：（一）關鍵構面為「民宿經營與管理」、「服務品質」與「建築環境與特色」；（二）關鍵準則與準則滿意度為「充分利用自然通風」、「充足的自然採光」、「服務態度」、「接駁服務」、「餐飲之服務與品質」、「客房乾淨程度」、「客房舒適程度」、「客房隱私性」與「安全性」，同時，消費者亦認為經營者於此些關鍵準則上大都表現優異；（三）住宿滿意度為「滿意」。

Homestay plays the very important role in tourism and leisure industry. It not only enhances the local economic development, but also learns the local culture deeply. This study mainly discusses the key indicators and the performance of homestay operation. The methodologies we applied are: First, we used analytic network process (ANP) to get the weight and the ranking to know the key indicators of homestay operation. Then, we used fuzzy theory to get the performance value to know the overall homestay performance. Finally, we used importance-performance analysis (IPA) to advance the operational strategies. The results reveal that: (1) Key aspects are Homestay operation and management, Service quality, and Surroundings of the building and features; (2) Key criteria and criteria satisfaction are To utilize natural ventilation sufficiently, To utilize plenty natural light, Service attitude, Pick-up service, Catering service and quality, Room tidiness, Room coziness, Room privacy, and Safety. Meanwhile, the consumers also think that the proprietors own the good performances on most of these criteria; (3) Lodging satisfaction is satisfied.