A Study on Hospitality Marketing Mix and Key Success Factors of B&B Operators in Taiwan

• Main Authors: Chung-Chueh Lee, 李宗玨
• Other Authors: Chun-Te Huang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/76225609812685831685

碩士 === 銘傳大學 === 觀光研究所 === 92 === This study is to examine which hospitality marketing mix that the operators of bed-and-breakfast (B&Bs) most often use, and to search for the key success factors in B&Bs. There are four major purposes of this research:(1) to understand the operations situation and background of B&Bs in Taiwan. (2) to investigate the operator how to use hospitality marketing mix in B&Bs. (3) To find out which Key Success Factors (KSFs) are operator most identify with. (4) To study the relationship between the hospitality marketing mix and the KSF. The survey was mailed during April and May 2004 current B&B operators, who had a legal license selected from among 465 members of the Tourism bureau. The survey sent 465 pieces of questionnaires, and of which 205 pieces were usable, for a 44 percent usability rate. All data were analyzed with the following methods: Descriptive Statistics, Factor Analysis, Independent t Test, One-Way ANOVA, and Correlation Analysis. The results of the study indicate that the “Positively building up the good service” and “Providing reservations service for guests” of hospitality marketing mix are most used by B&B operators. The operators identify with the “Family is supportive” and “Having a good relationship with guests” as necessary for success. When characteristics of operator is different, the hospitality marketing mix and KSF also have significant different in some segment. From the results of correlation analysis, the “ Operator’s past experience” is only one negative factor with marketing mix, which has more experienced was less used “Communications mix” to advertise their B&B.