建構民宿業者行銷通路評選模式－－以清境地區為

An Evaluation Model of Marketing Channel for B&B Owner: a case study of Cingljing Area

本研究探討快速興起的民宿產業在行銷通路的選擇模式，分析在有限經營資本與規模的民宿經營者對行銷通路的考慮因素與模式，由於民宿經營者擁有的資源與資訊有限，在選擇上有不精準與模糊的特質，因此特整合模糊理論於選擇分析上，利用模糊德菲專家問卷法篩選重要評選因素，再運用分析層級法建立層級結構，接續運用模糊分析層級法專家問卷調查民宿產業專家對篩選過的評選準則重要性的評價，再以相似性整合法整合不同專家對各選擇因素的評價，最後進行解模糊、權重計算，以及一致性檢定等步驟，以完整建構行銷通路評選模式。本研究結果發現，第一層級是以民宿內部構面最為重要；其次為通路評價構面；第三為通路內部管理構面；第四為通路功能構面；第五為通路消費者構面。Our research develops a three-stage selection model for solving marketing channel selection problem for B&B owners. By literatures review and expert interviews, we compile factors that affect B&B owners in choosing marketing channel, and develop a selection model through two-stage expert questionnaire surveys and an aggregation process. As B&B owners have limited resources and information, their decisions, in nature, own imprecise and fuzzy feature. Therefore, we integrate fuzzy theory into model development process. In the first stage, we employ fuzzy Delphi method (FDM) to design expert questionnaire to extract out major evaluation criteri a, then use analytic hierarchy process (AHP) to establish hierarchical structure. In the second stage, fuzzy analytic hierarchy process (FAHP) is applied to design expert questionnaire to investigate the evaluation of experts on the selected criteria. Afte r that, similarity aggregation method (SAM) is used to combine assessments from different experts. In the last step, the aggregated results are processed through defuzzification, weight calculation and consistency test to completely develop the model.