| Summary: | 碩士 === 南華大學 === 旅遊事業管理研究所 === 95 === Owing to lack of studies on the management strategy of operating home stay, the research had in-depth interviews with clients to collect data using tapes recorded during interviews. The subjects were 5 home stay owners who were willing to assist in this research in Taitung County. Then we started with fact finding measure on the visitors, SWOT analysis in the field of operational management strategies and discussion of operational culture. The research results show that most of the home stay owners in Taitung County run there businesses as a household sideline. Average 2 ~ 3 family members are employed per home stay. The management decision was enacted either by all family members or by the householder himself.
We have found out that some home stay owners which are providing cater services do help the business running. The results of SWOT analysis indicate that 80% of competitive advantage scale fell into friendly services, 50% in safety and hygiene. On the competitiveopportunities, it is nearly 50% for the local festival activities. Difference between the slow business season and the high-season (50%) was related to the competitive weakness. Concerning the threats from competition, the ratio of too many competitors was 20% and less visitors was 20%, respectively. The main results of analyses are based on levels of the above factors. Therefore, we suggested that the superiorities of friendly services should be enhanced in the management strategies of operating home stay facility, festivals and slow season sales promotion shall often be launched in coordination with the government agencies or nongovernmental organizations. Special characteristic forming would be the most important keys to increase the amount of coming customers.
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