| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 94 === The motivation of this paper is to explore market segmentation and marketing strategy theory used as a tool to organize the marketing strategy of the Bed-and-Breakfast (B&B). The research method adopts questionnaire survey and analyze with SPSS. Chinkuashin and Chiufen Areas is the object of this study and anticipate the result of this study may prove some market strategy to fitness B&B operators.
This survey was mailed during January to February, 2006. The survey sent 65 pieces of questionnaires. Finally, 58 useful surveys were obtained, representing a 89.23 % response rate. The results of the study , that marketing strategy of B&B operators should attention “Sevices Attitude ”, “ Promotion in Dull Season”, “Cooperate with Travel Agency” , “Internet Marketing “ and “Word-of-Mouth Marketing”, that can increase incomes, improve services quality and add customer loyalty.
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