近年來國內的民宿產業不斷蓬勃發展，深受消費者的青睞，根據交通部觀光局統計資料（觀光局，2012），宜蘭立案民宿已經到達715家，有別於傳統民宿現在的民宿業者除了提供消費者一般住宿，有特色的現代建築獨特的房間氣氛營造，更深深影響消費者的選擇，業者需要透過不同的民宿特徵來吸引消費者的目光，才能從眾多的民宿脫穎而出。 本研究將消費者會選擇民宿的因素和民宿吸引的消費者特徵因素彙整出來，藉以使用特徵價格理論來找出影響民宿房間價格的特徵變項。研究結果顯示，當假日時民宿的房間價格會受到尖離峰價差、房間氣氛、房間坪數、民宿景觀、景點吸引力、房間窗景的影響；非假日時民宿的房間氣氛、房間坪數、民宿景觀、景點吸引力、房間窗景的影響。假日以及非假日的影響特徵變項最大的差別為「尖離峰價差」，說明除了本研究五項特徵變項外，「尖離峰價差」成為最重要影響民宿價格的變項，而房間內構面的變項也是消費者較為重視的，提供民宿業者做為訂價時之參考。 According to the statistical data from Tourism Bureau, Republic of China(Taiwan), it shows that the industry of B&B is prospering in recent years. There has reached 715B&B by government certified in Ilan. The difference between traditional is that nowadays B&B is not just only offering to stay overnight, but also decorating the room with distinctive modern architecture which can deeply affect consumers choices. Thus it can be seen B&B dealer needs through a variety of B&B features to attract the attention of consumers, in order to stand out from other B&Bs. In this study, we are going to collate the factor of why consumers will choose B&B, and to find out why consumers are attracted by the characteristic factor of the B&B. After that, we will use the theory of Hedonic Price to identify the feature of the impact of the price of B&B rooms. As the results show, when the holiday comes the price of B&B rooms are affected by the differences of price、the atmosphere of room、 the pings of room、the landscape of room、the attraction of scenic spots, and the window view of room. On the weekdays, the price of B&B rooms are affected by the atmosphere of room、the pings of room、the landscape of room、the attraction of scenic spots, and the window view of room. The biggest difference to affect holiday and weekdays is the difference of price. In addition to the five characteristic variables in this study, the difference of price has become the price of suggestion to offer the dealer of B&B to understand the needs of tourists.
