由於體驗式旅遊盛行與旅遊人口遽增，越來越多人懷抱著打造夢想中民宿的信念而投入民宿產業。因此，百家爭鳴的民宿產業逐漸面臨內部競爭激烈的瓶頸，網路市場和各大旅遊網彷彿各家民宿的角力戰場。為了解民宿目標族群和其決策要素，本研究藉由焦點訪談法找出旅遊網上有效之魅力因素，其研究之測試步驟為：(1)先收集127民宿圖片樣本，(2)接著以質性訪談法，詢問受訪者對民宿樣本圖片的感覺與第一印象，(3)將訪談結果歸納分析後，(4)經由數量化一類及集叢分析法歸納出魅力因子。於初步歸納分析後，共得到37個有效樣本代表及三項旅遊網上民宿主要魅力因子：「特色鮮明」方面之於「主題性」、「休閒氣氛」方面之於「親友重聚」及「滿意度」方面之於「主題性」。根據上述魅力因素分析，本研究歸納出民宿所刊登之民宿圖像應展現出民宿的主題性、特色，且民宿消費者需求和消費習慣已從住宿導向朝向消費者的情感導向(民宿特色)。
本研究觀察到目前台灣民宿的消費族群多集中於20-40歲之白領族群及學生，喜歡利用下班/下課之閒暇時間進行「辦公室遊戲」：團購、部落格看推薦及分享文、瘋集點、現金回饋及出遊/用餐時使用手機隨時打卡分享生活。因此本研究進一步為民宿業者提出創新行銷整合策略，以「辦公室遊戲」為行銷主軸：運用消費者喜歡用FB玩小遊戲及App分享生活的興趣，以圖像化民宿及圖像化景點類型進行資料比對，除了比對出適合消費者喜好的民宿建議，同時歸納出團購、部落格分享文等資訊，更進一步以手機打卡進行跨民宿集點，回饋消費者下次消費可抵用現金或免費住宿，希望「辦公室遊戲」化解民宿於規模小、單打獨鬥，及較難重複入住的困境，進而將民宿業者整合行銷，並以網路問卷調查消費者對此行銷策略的接受度。本研究希望透過創新行銷策略突破台灣民宿業者單打獨鬥的行銷困境，以整合行銷策略提升民宿之整體宣傳效益。

More and more people have invested in building their dreamlike Bed & Breakfast (B&Bs) due to the raising population of tourism and popular experiential tour. However, Bed &Breakfast industry in Taiwan has been facing a tight situation because of its skyrocketing quantity, especially on competitive internet market and brisk tourism websites. A space-restricted tourism web page usually is filled up with a variety of B&B images and information. Hence, the way to attract consumers for clicking in is the primary issue of B&B operators. In order to understand the target groups and their decision-making elements on B&Bs, this study utilizes Focus Group as a pretest to verify valid attractive factors. The research steps of Focus Group: (1) to collect 127 B&B images from tourism websites; (2) to utilize In-depth Interviews to ask interviewees’ first sight about these B&B images; (3) to analyze and generalize interviews into a hierarchical diagram; (4) to analyze the attractive factors by Quantitative Type 1. After categorizing and analyzing, there were total 37 valid samples collected in this questionnaire. The three main attractive factors of B&Bs images on tourism websites are: "theme style" in "distinguishing characteristics," "reunion" in "leisure atmosphere", and "theme style" in "satisfaction." The findings of the image-based pretest also reveal that the images posted on travel websites should present the characteristics and theme style of B&Bs, and B&B consumers’ behavior and demands have transformed from accommodation orientation toward spiritual orientation.
This study observes that Taiwan’s white-collar workers or students are interested in Group buying, crazy for cashback or great rewards, check-in and sharing their life by smart phones, surfing on blogs/sharing before purchasing. Hence, this study proposes “Office game” concept which is different from traditional B&B travel websites which are stuffed by pictures and words. This study utilizes an image-based game/app on Facebook as a medium for sharing. Users can follow game steps to choose their preferred images and get their preferred B&B. The image-based game integrates group buying, recommends, B&Bs information, users do not spend extra time to search for unpractical information. In order to get the great rewards by check-in app for the next free accommodation, users can not only get a special benefit but also accumulate cross B&B points. Thus, this study takes Facebook’s image-based game as a hook and further integrates group buying, blog marketing, cashback or great rewards, and check-in app as “Office game”. Furthermore, this innovative social web marketing strategy also provides four marketing strategies, group buying, blog marketing, check-in for discount, and cross-B&Bs cash back, which have prevailed among offices, to assist B&Bs in social web marketing. In order to understand users’ acceptance of this marketing strategy, this research has made online questionnaires for internet users. The result of the survey shows users’ high willingness and acceptance in these marketing strategies.
In sum, this research solves not only marketing difficulties on traditional marketing channels for individual B&Bs, but also users’ afflictions of journey. By integrating customers’ preferences, individual B&Bs and strengths of social webs, this study looks forward to bringing innovative marketing types for B&B promotion, and further enhance the overall Taiwanese Bed & Breakfast industry in internet marketing.

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