文創旅館品牌策略研究－以OrigInn Space大稻埕旅館為例

Abstract

台灣旅宿業競爭激烈，許多研究指出，唯有透過品牌經營，才能創造競爭優勢。隨著文創產業的興起，將「文化」與「創意」體驗融入旅館民宿之服務提供，已成為旅宿業的新潮流，也成為重要品牌經營策略。因此，本研究採用個案分析法，以OrigInn Space大稻埕旅館為例，探討文創旅館之品牌體驗經營策略。本研究亦針對OrigInn Space大稻埕旅館之品牌永續發展提出策略性建議，並進一步提供文創旅館業之品牌管理意涵。

Brand management has been indicated as a critical source of competitive advantage in the hotel industry. Moreover, following the rapid development of the cultural and creative industry in Taiwan, embedding the concept of cultural and creative experiences in servicing offering has become a new trend in the hotel industry. Therefore, this research conducted a case study of OrigInn Space Hotel in Taiwan to explore the service experience oriented brand strategies of cultural and creative hotels. Empirical results, managerial implications and future research directions are then discussed.