民宿業推動運動觀光服務之個案經營策略研究

Research on Case Management Strategy of B&B Industry Promoting Sport Tourism Service

本研究主要在探討個案民宿推動運動觀光服務時，其內部具有那些優勢和劣勢，外部環境中又會面臨那些機會與威脅，以及所採用的經營策略。研究選取曾獲得交通部觀光局評選為十大人氣個案民宿作為研究對象，運用深度訪談法與策略分析進行資料蒐集與分析工作。主要發現如下：個案民宿在推展運動觀光服務的產品策略是以原有的住宿、餐飲、地方獨特資源再搭配與異業結盟合作提供運動觀光行程服務，讓參與運動觀光的住客能獲得更完善溫馨的服務體驗。在價格策略上，住房價格採取中等價位定價策略，運動觀光服務則依市場價格進行收費。在推廣策略方面是以網路與口碑行銷為主。在通路策略上以官網、粉絲專頁以及電話方式直接和消費者溝通。個案民宿與運動觀光業合作提供運動觀光服務，在不須另外投入過多資源情況下，便擴大了民宿服務的內容，也吸引許多住客入住並參與運動觀光活動。這樣作法不僅為個案民宿帶來穩定的住房率，同時，也提供策略結盟的運動觀光業者許多服務的機會。

This study mainly discusses the strength and weakness of B&B in promoting sport tourism services, the opportunity and threat in the external environment, and the business strategies adopted. In this study, the top ten popular case B&B selected by the Tourism Bureau of the Ministry of Transportation and Communications as the research object, and used in-depth interviews and strategy analysis to collect and analyze data. The results of the study were as following: The product strategy of promoting sport tourism service in the case of B&B was to combine the original accommodation, catering and unique local resources, and then cooperate with the sport tourism industry to provide sport tourism service, so that the residents participating in sport tourism can obtain a more perfect and warm service experience. In terms of price strategy, the housing price adopts the medium price pricing strategy, while the sport tourism service charges according to the market price. In terms of promotion strategy, it mainly focuses on Internet and word-of-mouth marketing. In terms of place strategy, home page, Facebook fan page and talk on the phone to direct communication with consumers. The case of B&B cooperated with the sport tourism industry to provide sport tourism services, which expanded the content of B&B services without spending too much resources, and also attracted many residents to stay and participate in sport tourism activities. This not only brings a stable housing rate for individual B&B, but also provides many service opportunities for strategic alliance sport tourism industry.