Study on Key Success Factors of Taiwan Host : Case Studies of Changhua area

[[abstract]]近年來，國人休閒意識抬頭，旅遊人口快速成長，帶動民宿產業蓬勃發展，興起一股新的觀光休閒模式：現今民宿不僅是提供住宿的場所，還融入當地各項資源，提供旅客高品質的服務，還有餐飲及休閒體驗。在競爭激烈的民宿產業中，如何有效運用自身資源，輔以本身專長能力，增加在市場的競爭力，成為民宿業者在經營上要面對的重要課題。 交通部觀光局為提升台灣民宿品質形象，輔導合法民宿全面提升服務品質、經營管理及與國際接軌，遴選出具有親切、友善、乾淨、衛生、安心的好客民宿，賦予其好客民宿標章，協助其行銷推廣，以提供給國內外旅客優質的住宿選擇。 本研究以民宿本身擁有的資源為基礎，找尋彰化地區民宿經營關鍵成功因素。本研究之步驟如下：（一）以彰化地區好客民宿進行普查；（二）設計訪談大綱進行深度訪談以及實地觀察；（三）根據訪談內容分析整理歸納個案民宿之關鍵成功因素；（四）提出結果與建議。 本研究獲致結論如下：（一）個案民宿的經營關鍵成功因素包括了資產與專長能力兩大類，彰化地區好客民宿業者之資產類資源比專長能力重要。（二）個案民宿之關鍵成功因素受到核心資源的影響。（三）個案民宿之關鍵成功因素因所擁有之資源不同而有差異。（四）彰化地區好客民宿業者的共同關鍵成功因素分別是：服務品質、特色營塑及解說能力。（五）彰化好客民宿大致上都能符合掌握自身資源，運用自身專長能力，訂定經營策略，以達到競爭優勢。 Recently, there is a growing need for leisure activities, the number of people willing to take domestic tours had risen sharply. These factors have to the thriving development of Home-stay industry and a new concept of leisure tourism, one that did not only offer a place to stay but also a variety of local resources. Therefore it provides a high quality tourism service, and culinary, and leisure experience in the highly competitive environment of Home-stay industry, the strategy to effectively utilize one’s resources to increase one’s specialty in order to maximize one’s competitveness in the market has become an important topic for the Home-stay entrepreneurs. Tourism Bureau MOTC,in an effort to better the quality of Taiwan’s Home-stay industry, tried to help the legal Home-stay entrepreneurs to better service, management, and globalization; it also select candid, friendly, clean, sanitary, and reassuring Taiwan Host Home-stay entrepreneurs and gave them a certification of Taiwan Host and help promoting their services, and provide accommodation options for domestic tourists. This study is based on the Home-stay immediate resources. We try to find the key to success for Home-stay entrepreneurs in Changhua. There were four steps:1.survey the Taiwan Host Home-stays,2. The development of an interview scheme and perform in-depth interview and first-hand observations,3. the analysis of the interview data to determine the key to success for home-stay individual case,4. coming up with the conclusion and suggestions. The conclusion :1. In individual cases of Home-stay, there are two categories such as asset and specialty; in the case of Changhua, asset is more important that specialty, 2.the key success factors is influenced by more primary asset, 3. the variance of key success factors depend on possession of different amount of ewsources, 4. The common key success factor in Changhua is service quality, specialty showcasing, abd guided tours, 5. the Taiwan Host entrepreneurs in Changhu overall can manage wisely their own ewsources, showcase their own specieties, and set their own management strategies to gain a competitive advantage