「親」鬆自如 「子」享生活- 兩岸親子旅館商業模式之研究

Abstract

近年來，兩岸隨著民眾所得提升及少子化背景讓父母願意花更多的資源在孩子 身上;再者，因應資訊流通與科技的發達，許多家長於網路分享親子旅館，遂而讓 親子旅館蔚為風潮。親子旅館市場競爭愈來愈激烈，加上消費者需求與偏好不斷改 變，為了因應消費型態變遷且市場高度競爭的環境，親子旅館必須持續創新，因創 新將使旅館能夠引入優質的新服務，從而既滿足客戶不斷變化的需求。過往研究多 以親子旅客角度探討選擇旅館的動機，較缺乏以企業經營角度去了解親子旅館如何 獲利，故本研究採用商業模式 9 宮格探討親子旅館的獲利模式，研究對象為兩岸地 區六家親子定位之旅館，以半結構訪談法建構出親子旅館商業模式。根據研究結果 得出親子旅館創新可行性方向，可朝運用科技化及小朋友喜歡的 IP 元素，在每一 季開發新活動或是創造新的硬體設施，並且能讓家長一起體驗活動，留下難忘的回 憶，而這些活動及硬體設施皆可以成為模組，提供親子住宿客以外的親子客。本研 究限制為大陸幅員遼闊，因而僅針對浙江地區的親子旅館進行研究，又個案的受訪 者上，每家企業的階段目標也都不相同，並不能全部邀請到最高主管來進行訪談。 未來的研究方向可從純為親子定位的旅館，進行更深入的探討及調查，定能使親子 旅館的定義及經營模組更加完整，並能從消費者導向來更瞭解其對於親子旅館的認 知、需求以及住宿經驗等，讓消費者端與企業端做一個更完整的比較與連結。In recent years, with the promotion of people's income and the tendency to have fewer children, parents on both sides of the Taiwan and China are willing to spend more resources on their children, and in response to the development of information flow and technology, many parents share kids-friendly hotels on the Internet, and then let the kids-friendly hotel become popular. The competition in the kids-friendly hotel market is becoming more and more fierce, coupled with changing consumer demand and preferences, to respond to the changing consumption patterns and the highly competitive environment of the market, kids-friendly hotels must continue to innovate. Innovation will enable hotels to introduce quality new services that meet the changing needs of customers. Past research to explore the motivation of choosing hotels from the perspective of kids-friendly travelers, less lack of business management to understand how to profit from kids-friendly hotels, so this study uses the Business Model Canvas to explore the profit model of kids-friendly hotels, the research object for the cross-strait region six kids-friendly hotels, semi-structured interviews to construct the business model of kids-friendly hotels. Based on the results of the study, the feasibility of kids-friendly hotel innovation can be used to use the technology and children's favorite IP elements, in each quarter to develop new activities or create new hardware facilities, and can allow parents to experience activities together, leaving unforgettable memories, and these activities and hardware facilities can become modules, and provide parents and children other than kids-friendly accommodation. This study is limited to the vast size of the mainland, so only for the Zhejiang region's kids- friendly hotel research and the case of the respondents, each enterprise's stage objectives are not the same, and can not be all invited to the top executive to conduct interviews. The future research direction can be from purely kids-friendly positioning of hotels, more in-depth discussion and investigation, will be ableto make the definition of kids-friendly hotels and business modules more complete, and from the consumer-oriented to better understand their awareness of kids-friendly hotels, demand and accommodation experience, so that consumers and business to do a more complete comparison and links.