特色民宿行銷策略之研究──以金門地區古厝民宿為例

Research on the Marketing Strategy of Featured Homestays - Taking Gucuo Homestays in Kinmen as an Example

金門因戰地戒嚴長達36年（1956年～1992年）以致處於低密度開發，因而使傳統古厝建築得以完整保存。金門古厝民宿有別於其他地方之民宿，蘊涵著閩南建築簡約的風采，民宿主人待客如親人般的溫馨款待，感受不同一般旅店服務，金門古厝經活化再利用後，供遊客體驗傳統古厝建築美學與雅韻。本研究旨為探討特色民宿行銷策略，以金門地區古厝民宿為研究對象，以質性科學的研究方法，藉由文獻分析與深度訪談蒐集相關資料，利用SWOT分析民宿產業內部、外部各影響因素，並探討民宿行銷策略之優勢、劣勢、機會與威脅分析影響行銷策略的重要因素。研究發現，古厝民宿是金門除軍事戰地外，對遊客最具特色吸引力，在人文史蹟、自然生態導覽遊程中民宿業者是最佳維護者，更帶動社區經濟及活絡地方特色產業最佳的助力。

Jinmen was under low-density development due to the 36 years of martial law in the battlefield (1956-1992), which allowed the traditional ancient houses to be preserved intact. Kinmen Ancient House B&B is different from other places of homestays. It contains the simple style of southern Fujian architecture. The owner of the homestay treats guests like relatives and feels different general hotel services. After the ancient house of Kinmen is revitalized and reused, visitors can experience the tradition. The architectural aesthetics and elegant charm of the ancient house. The purpose of this research is to explore the marketing strategy of characteristic homestays, taking ancient homestays in Kinmen area as the research object, using qualitative scientific research methods, collecting relevant data through literature analysis and in-depth interviews, and using SWOT to analyze the internal and external influencing factors of the homestay industry , And discuss the advantages, disadvantages, opportunities and threats of homestay marketing strategy to analyze the important factors that affect the marketing strategy. The study found that, apart from the military battlefield, the ancient homestay in Kinmen is the most uniquely attractive to tourists. The homestay industry is the best maintainer in the cultural and historical sites and natural ecological guided tours, and it is the best to promote the community economy and activate local characteristic industries. Power.