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研究生:劉晉嘉
研究生(外文):Chin-ChiaLiu
論文名稱:新興旅宿風格-以西澳伯斯的台灣共宿文化服務為例
論文名稱(外文):An Alternative Housing Style - Cultural Service of Taiwanese Share House in Perth, WA
指導教授:仲曉鈴仲曉鈴引用關係
指導教授(外文):Hsiao-Ling Chung
學位類別:碩士
校院名稱:國立成功大學
系所名稱:創意產業設計研究所
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2014
畢業學年度:103
語文別:英文
論文頁數:163
中文關鍵詞:共宿台灣民宿業文化服務創業模式柏斯
外文關鍵詞:Share HousingBed and Breakfast Industry of TaiwanCultural ServiceEntrepreneurial ModelPerth
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目前在台灣正有數以千計的青年學子,前仆後繼地趕往澳洲大陸,根據中華民國觀光局統計數字指出,申請簽證的人數在 2012 至 2013 年間有了倍數的成長。此現象可歸咎於國內就業率低迷與不尊重專業的風氣,生活水平較高、工作環境佳的澳洲自然成了年輕人出走的一大誘因。然而,澳洲國內對外國勞工的需求多為一級產業,或無需專業技能的工作;在簽證和語言的限制下,台灣青年往往投入過多時間在找工作,得不償失。
近來有一批台灣背包客將自身的住宿經驗轉化為投資機會,在澳洲經營共宿,高額的利潤吸引了更多背包客投入市場。共宿經營不受技術條件限制,亦無就業壓力,不同的經營方式也導致不同的結果,若能在發展初期介入探討,對共宿長久經營或擴展將有助益,更甚者作為台灣民宿業轉型的參考對象。研究第一階段以初探法,經由實地考察與資料蒐集後,針對柏斯的共宿進行網路問卷調查,了解共宿的特質和住客看法;第二階段參照第一階段問卷的分析結果,選出兩家具代表性的共宿,進行個案研究收集第一手資料;最後與兩位共宿主深度訪談,歸結基礎共宿的商業模式,探討套用於台灣民宿業的可行性,並了解共宿所提供文化服務之樣貌。
有鑑於漸趨僵化的台灣民宿業,本研究將整合兩個個案之特色與屬性,分析影響營運的關鍵要素,並整理出基本的商業模式,探討文化服務之於共宿的影響。一來不僅能借鏡澳洲經驗做為台灣民宿業轉型的範本,也提供未來的投資者一個方向參考。
In Taiwan, thousands of youths rush to Australia, according to the statistic conducted by Tourism Bureau of R.O.C., the number had just doubled from year 2012 to 2013. The expectation of escaping from the current obstacle in Taiwan such as low employment rate and disrespect to professionals, Australia’s quality living and job market are an absolute seduction to Taiwanese youth. However, the need for foreign workers of Australia is mostly first level industry or those require no specific skills. With the limitation of their visa and language barrier, Taiwanese backpackers usually outweigh their time and effort looking for a job. Now, a group of Taiwanese backpacker is turning their own accommodation experiences into investment opportunity by developing share housing in Australia. The great profit from share housing had attracted more backpackers to join the business. Share housing is neither restrained by the limits mentioned above, nor carrying pressure of employment. Different operating style results bipolar cases, it will be beneficial for a sustainable share housing business or expansion of scale to follow up the development at the beginning. Further to make the share housing case as the model of business transformation for Taiwan’s Bed and Breakfast industry. This research first conducted pilot study on share housing in Perth. Through field observation and data collection, this research conducted online survey to further obtain the information of current share housing features and tenants’ perspectives. Follow with case study on two representative share houses to gather the first hand data. Lastly, having indepth interview with the two owners in order to conclude the present entrepreneurial model and proof its applicability in Taiwan’s bed and breakfast industry, most importantly, to understand the cultural service within the business. In view of Taiwan’s saturating bed and breakfast industry, the study on share housing trend will conclude the attributes and features of two cases, analyze the key factor that influences the business operation, organize the basic entrepreneurial model of it and discuss about the cultural service impact. By borrowing the experience of Australia would provide Taiwan’s bed and breakfast industry a guide of transformation, as well for the future investors
Contents Abstract ...... i
摘要 ......ii
1 Introduction ..... 6
1.1 Background and Motivation .... 6
1.2 Terms and Definitions ..... 11
1.2.1 Share housing .... 11
1.2.2 Bed and breakfast Industry .... 12
1.2.3 Cultural Service ..... 14
1.2.4 Entrepreneurial Model ... 20
1.3 Purpose .... 21

2 Literature Review .... 23
2.1 The Rise of Australian Housing .... 23
2.1.1 Housing from the Global Aspect ... 24
2.1.2 Evolution of Housing in Australia ... 29
2.1.3 Private Housing ..... 31
2.2 Bed and breakfast .... 32
2.2.1 The Origin of Bed and Breakfast .... 32
2.2.1 Bed and Breakfast Worldwide ... 34
2.2.3 Bed and Breakfast in Taiwan ... 39
2.3 Cultural Service ..... 46
2.3.1 Link between Cultural and Creative Industries ... 46
2.3.2 Cultural Service Emerging from Service to Tourism Industry .. 48
2.3.3 From Customer Relationship Management to Cultural Service . 50
2.4 Summary ..... 52

3 Methods ..... 53
3.1 Pilot Study ..... 56
3.1.1 Observation and Internet Data Collection ... 57
3.1.2 Revisit .... 60
3.1.3 Questionnaire .... 60
3.2 Case Study ..... 62
3.2.1 Selection Criteria ... 63
3.2.2 In-Depth Interview .... 64
3.2.3 Coding Analysis .... 65

4 Analysis and Findings ..... 68
4.1 Case Introduction: H.D. Family House ... 68
4.1.1 Background Information ... 68

4.1.2 About the Interviewee/ Owner - Dora ... 76
4.1.3 Current States .... 76
4.2 Case Introduction: House X .... 77
4.2.1 Background Information ... 77
4.2.2 About the Interviewee/ Owner - Derek ... 80
4.2.3 Current States .... 81 4.3 Coding Analysis .... 82
4.3.1 Share House Depends on its Inner Relationship ... 83
4.3.2 Imperceptibly Influenced Tonality .. 91
4.3.3 Service and Features—Culture to Nature .. 95

5 Discussion and Conclusion ..... 103
5.1 Discussion ..... 103
5.1.1 Home Away from Home—the Atmosphere of Share House . 104
5.1.2 Universal Cultural Service .... 106
5.1.3 The Styles of Share Housing ... 109
5.2 Conclusion ..... 113

6 Reference ..... 116
Appendix 1 ...... 126
Appendix 2 ...... 138
Appendix 3 ...... 144
Appendix 4 ...... 148
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