Development Strategy of South Sun Island Marine Ecological Homestay

[[abstract]]海洋休閒遊憩已經成為主要的休閒旅遊活動之一，本研究針對即將開發成為旅遊島嶼的南日島，進行海洋生態民宿之規畫研究。研究發現，本案民宿基地所在環境南日島，雖然基礎設施尚未完善，但具有豐沛的觀光遊憩資源，深具島嶼觀光之發展潛力。再加上整體中國大陸積極推展鄉村振興之體制性環境優勢，使得南日島民宿業的開發推動，更增助力。本研究進一步針對「日出海洋民宿」基地做 PEST 分析、波特五力分析以及 SWOT 分析等市場環境之比較分析。根據其優劣勢提出以新時代鄉村振興、島嶼旅遊發展及生態環境保護做為開發目標，以「結合海洋生態」、「關聯文史故事」、「融入人文美感」作為內涵的民宿規畫策略。著眼於民宿未來之永續發展，本研究並以商業模式九宮格的架構，參照本研究之市場分析，提出未來適切之營運模式。預期「日出海洋民宿」基地之開發，應可達到建立特色品牌、吸引主題旅客、促進生態保育、帶動地方發展與提高實質營收等營運效益。[[abstract]]Marine leisure and recreation has become one of the main leisure and tourism activities. This research is aimed at South Sun Island, which will be developed into a tourist island, to conduct marine ecological homestay planning research. The study found that South Sun Island, where the B&B base is located in this case, although the infrastructure is not yet complete, it has abundant tourism and recreation resources and has deep potential for the development of island tourism. Coupled with the systemic environmental advantages of actively promoting rural revitalization in mainland China as a whole, the development of South Sun Island's homestay industry has become even more helpful. This research further compares and analyzes the market environment with such as PEST analysis, Porter five forces analysis, and SWOT analysis for the "Sunrise Ocean Homestay". Based on its strengths and weaknesses, it proposes a new era of rural revitalization, island tourism development, and ecological environment protection as development goals, and a homestay planning strategy with "combination of marine ecology", "associated cultural and historical stories", and "integration of cultural aesthetics" as the connotations. Focusing on the sustainable development of the fishing homestay in the future, this research uses the business model of matrix structure and refers to the market analysis of this research to propose a suitable future operation model. It is expected that the III development of the "Sunrise Ocean Homestay" should achieve operational benefits such as establishing distinctive brands, attracting themed tourists, promoting ecological conservation, driving local development, and increasing actual revenue