口試合格證明書

論文題目：以經營者觀點探討石門水庫周邊民宿類型與經營策略之研究

研 究 生 ：陳俊穎

本論文經下列口試委員審查通過。

口試委員：

                            輔仁大學廣告系助理教授

                             游易霖老師

                            樹德科技大學休閒事業管理系助理教授

                             鍾政偉老師

指導老師：                  開南大學觀光與餐飲旅館系副教授兼系主任

                 陳桓敦老師

輔仁大學一百學年度第二學期碩士論文摘要

研究所別：大眾傳播學研究所

研究生  ：陳俊穎

論文名稱：以經營者觀點探討石門水庫周邊民宿類型與經營策略之研究

      A study in proprietor' point of view of B&B types and

  business strategies surrounding Shimen Reservoir

指導教授：陳桓敦教授

關鍵字：整合行銷傳播、特色民宿、簡易民宿、優質民宿

摘    要

桃園最美麗的後花園是石門水庫，因為山區風景秀麗的緣故，也是桃園縣最重要的光觀地區，石門水庫位於大漢溪中上游，地處桃園縣大溪鎮與龍潭鄉、復興鄉、新竹縣關西鎮之間，由於溪口處有雙峰對峙狀若石門，故而得名。石門水庫周邊民宿有慈恩民宿、CountryCountry 民宿、1213民宿農莊、溪景渡假山莊 、峽湖休閒山莊、月光河谷休閒農場、東眼山農場、達觀農場、綠光森林、北橫之星渡假民宿、侑德園、馬告山莊民宿、賽德克之戀山莊、傑西民宿、河岸童話森林、福緣山莊、象山農場、喜來登農莊、景仁山莊、雲自在森林咖啡民宿、石門民宿、義和農場民宿等20多家。文創產業的發展是透過地方和社區經營的特色，結合藝術文化，給予更多的附近價值，聯合民宿業者的力量，經過落實民宿經營行銷和管理方式，建立地方品牌的口碑。因此，本研究試圖以文化創意概念結合石門水庫周邊民宿的經營管理與整合性行銷，更了解石門水庫周邊民宿業者目前的發展情形、有何類型？如何結合文化創意產業進行行銷？並透過設計訪談大綱進行深度訪談及親身觀察和體驗，根據訪談內容分析整理歸納水庫周邊民宿的類型，與文化創意產業的結合和行銷手法，最後提出結果分析和建言。

行政院在2002年挑戰2008國家發展重點計劃中將觀光休閒業列入其文創產業其中之一項周邊產業，民宿是觀光休閒業中的一環，它的特質是透過住宿消費者之交流將該地文化特色介紹給遊客，甚至業者帶領遊客深入體驗該地文化，簡言之是在地文化傳遞與發揚光大者，這種特性和文創產業有相通之處，未來民宿應該朝向結合文創產業發揚光大，才可以塑成有特色的、具活力潛力的優質民宿。

本研究獲致以下幾點結論：（1）水庫周邊民宿業者的經營現況漸漸趨於成熟，大部分民宿業者會結合觀光產業作行銷傳播，處於民宿中期發展階段《水庫周邊民宿發展，在早期萌芽時期，乃旅客之旅遊需求因素衍生一般民宅提供付費投宿的經營模式；其次，在中期民宿成長階段，部分民宿業者已有品牌名稱，不過仍僅著重於提供基本需求與設備的經營模式；如今，大半的民宿業者則朝向多樣化的經營模式，預期由特色服務品項的經營理念，創造更具競爭力的文創民宿經營範疇。》（2）資源利用的部分則以結合山區森林自然資源；並多取水庫景觀型農村休閒渡假民宿；（3）在民宿的分類上，基於石門水庫周邊民宿地理環境的特殊性及其資源利用性，民宿類型適於以農村類型來進行分類；而依民宿主人投入動機則可分為隨遇隨緣型、追求理想型、夫婦經營型和兼職投機型四類；依經營方式有：全職經營、家庭經營和親朋聯合經營模式；依等級分類則可分為：文創民宿、低價民宿、高價民宿；（4）由於水庫周邊民宿業者對文創產業有認知，加上水庫周邊民宿的地方品牌向來以夏日的水庫活動、活魚大賞為主增添了文創因素，因為他們知道文化創意產業，對民宿非常好。他們在夏天的時候有很多的水上活動和垂釣，並且他們只與當地政府合作舉辦文創活動。（5）整合行銷傳播的運用很多，除都有部落格和網站行銷和淡季促銷活動，其他如有獎徵答、農產品DIY活動、結合文創藝術活動等行銷手法的運用。由於我是民宿業者又是研究生，筆者的觀點是民宿為文創產業的一種，兩者關係密切，民宿的文創做得好，觀光就會更加發達。

Abstract:

Shimen Reservoir is the most beautiful garden of Taoyuan County, because of its scenery, it is also the most important scenic spot in Taoyuan. Shimen Reservoir is located near the midstream of Da-han Stream, between Taoyuan County's Dasi, Longtan, Fusing Town and Hsinchu County’s Kansai town. It is named by the two peaks faceing each other like the rock door at the estuary. There are more than 20 B&Bs around the Shimen Reservoir, like Cien, Country Country, 1213 Farm, Sheraton Farm…etc.

The development of the cultural and creative industry combines the art and culture to manage the local and community business, it could accumulate the value to establish the local brand through the marketing and management way of B&B. Therefore, this research focuses on the cultural and creative concept to combine the B&B Integrated marketing communications and management around Shimen Reservoir, and understanding the type of the present development of the surrounding B&B at Shimen Reservoir. How do they combine the cultural and creative industry to run the marketing?

I designed the survey and experienced by myself. I analysed all the information I got, then I proposed according to the result.

In 2002, Executive Yuan put the tourism and leisure industry into the one of the cultural and creative industries in the national development key plan in the year of 2008. B&B is one of the chains of the tourism and leisure industry.It can not only introduce local culture to the travelers during the accommodations, but also bring the travelers to experience the local culture deeply. Simply speaking, B&B can spread, enhance and glorify the local culture. It has the common characters as the cultural and creative industry. In the future, the B&B should ally with cultural and creative industry in order to transform in to unique, and potential ones.

There are some conclusions in this research:

（1）The managing situation of surrounding B&B at Shimen Reservoir has been developed maturely gradually. It is in the middle period of B&B development.《Around the reservoir bed and breakfasts development in early infancy, is the passenger travel demand factors derived generally houses provides paid lodging business model; Secondly, the stages of growth in the medium term B & B, some B & B industry has been the brand name, but still only focus on providingbasic needs and mode of operation of the equipment; now, more than half of B & B industry towards a diversified business model, the business philosophy of service by the characteristics of the items is expected to create a more competitive business scope of cultural and creative B & B》

（2）In using the natural resources,it’s better to use the forest to build the leisure farm style of B&B which can look down at the reservoir.

（3）The motivation of the owner of B&B can be classified into four types: following God’s will, searching for the ideal, couple management and opportunistic part-time management. There are three type of operating B&B: full-time management, family-run and run the business with relatives and friends. There are four levels of B&B: cultural and creative B&B, lower-price B&B and high-price B&B.

（4）The surrounding B&B at the reservoir do really combine with cultural and creative activities by themselves, because they know the cultural and creative industry very well. They used to have lots of the water sport and fishing during the summer time. And They only cooperate with the local government to hold the cultural and creative activities.

（5）Although the surrounding B&B use a lot of Integrated Marketing, they use the blog or website to promote their business very well, especially during low season. It’s a pity they do not use the Trivia Game, agricultural product diy activity or the cultural and creative art activities.     

 I am an owner of B&B, also a graduate student. my view is that B & B is a form of the cultural and creative industry, these two are closely related. If we develope B & B's cultural and creative well, the tourism industry will be more developed.

【Keywords】：Integrated marketing communications, Characteristic B&B, Simple B&B, Quality B&B

誌謝

永遠感謝最敬愛的開南大學陳桓敦教授，謝謝老師這一學年來的耐心指導，每次都是拖到最後關頭我才將論文稿交給老師，真的很感謝老師的包容，而口試委員游易霖老師與鍾政偉老師的建議與寶貴意見，讓我在論文最後修改的過程中更具客觀性與可看性，在此向他們致上最深忱的謝意，感謝在這兩年求學中所有指導過我們的教授們，看到教授們無私的奉獻，以及對學術的執著，內心充滿深深的敬意。指導教授從論文的擬定，架構的建立及研究方法分析等，悉心啟迪與耐心的指導。論文初稿完成時，陳老師更細心的逐字斧正，諄諄訓勉。這段期間陳老師也犧牲睡眠及與家人共處的時間，直到論文完稿與完成口試，林老師、陳老師、游老師、鍾老師對學生無怨無悔的付出讓我內心充滿感激和感恩。

此外，在資料尋找及寫作的過程中，感謝敬愛的內政部曾秀瓊技士不斷地幫我修改錯誤的地方和鼓勵、敬愛的易霖老師在文創產業方面不斷地指導和修正、敬愛的政大退休教授英彥老師論文技巧指導和修正、賢德老師論文規格範例的指導、敬愛的孫懿助教不斷從旁協助、至善高中張皓期董事長、陳國樑校長和陳炳臣總監的鼓勵和關心，非常感謝他們。本論文得以順利完成，也必須感謝那些願意接受訪問、熱心提供許多田野資料的水庫周邊的民宿業者。

也感謝我的家人在二年求學期間，給予精神上及各方面的支持、體諒與鼓勵，特別是我最敬愛的母親，辛苦照顧家庭與小孩、為我分擔更多家務，使我能心無旁貸完成學業。在論文寫作期間也要感謝家茵協助翻譯英文、英彥老師、張皓期董事長、陳國樑校長、黃敏行主任、黃貽午老師、上智國小連建鑫主任、李瑞山里長、秀蓮、愛美、政成、偉仁、孫懿助教、素珍、李衍燈、廖晟凱的協助。本論文疏漏之觸，尚請外界不吝指正。

    活到老學到老，不管在論文寫作或研究調查蒐集資料的過程中，都讓筆者重新感受到學習的重要，因為唯有不斷的學習、吸收最新知識，才能面對社會上嚴峻的挑戰。以筆者是一位從小學老師出身的學生，轉換跑道到一般大眾傳播研究所就讀，而且超過五十歲，精神可嘉，也讓筆者有更精進的體會，相信唯有堅持、永續學習的信念，最終一定會有成果，最後以此與大家共勉之，謝謝您們的指導與鼓勵。

 陳俊穎僅誌  2012年5月