民宿產業商業模式之個案研究

Abstract

隨著資訊科技、網路共享經濟的崛起，近年來共享經濟的概念迅速地在許多新創產業中蔓延開來，民眾對於旅遊住宿資訊取得更透明簡易化，且更多的民眾利用自用住宅空閒的房間或將閒置的餘屋再利用，作為提供住宿及體驗在地文化的方式。因消費模式正在加速重新結構，空房出租的概念，使得更多人投入民宿經營的行列，促使資源共享概念更加普及。本研究即在共享經濟的環境下，探討民宿的商業模型，透過三家民宿的訪談及資料蒐集，以了解商業發展策略的關鍵資源及成功經驗。本個案之三家民宿雖然都有各自不同的價值主張和策略方向，但仍有共同可學習的經營模式，如充分運用地理、環境和人文優勢或是創意主題，以整合的策略發展新事業；對於民宿體驗式行銷，各有獨特可借鏡的做法；進行連結當地文化資源，深化民宿產業化的耕耘行動。本研究從點到線再延伸到面，架構民宿產業發展的平台，平台的穩健發展有助於聚集更多參與者，刺激創新不斷產生，這是一個生生不息的創新模式，希望可做為民宿未來發展策略的參考。

With the prevalence of the information technology and changes in customer behavior, the concept of sharing economy in recent years has been quickly expanding to existing business models across many new industries. This contemporary sharing economy creates new ways of provisioning goods and services, and opportunities to reallocate the extra or spare assets to others. The idea of renting excess space to host travelers in their spare rooms has been more popular among the world. This study explores the business model of the household hotel in a sharing economy, through interviews and data collection of three hosts to understand the key resources and successful experience of the business development strategy. Although there are three different values and tactics in each case, there are still common business models, such as developing new themes to create new business with integrated strategy. Household hotel experiential marketing, each has a unique practice can be used to reference to link the local cultural resources. Hope that this study of business models of household hotel in sharing economy can be used as a reference to other household hotels.