The study of the future development of leisure industry from B&Bs restaurant’s composite business-The Case of Yi-Lan

• Main Author: 黃韋力
• Other Authors: 段昌國
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/59435615587938669050

碩士 === 佛光大學 === 未來學系 === 96 === Despite the opening in 2006 of the Hsuehshan Tunnel part of the Chiang Wei-Shui Memorial Freeway (National Highway No. 5), a section between Taipei and Yilan, the guestroom booking ratio of Yilan’s B&Bs has been in decline instead of increasing. According to the previous research results, the guests’ loyalty can be improved if the B&B owners could provide a dining service, which would not only help to increase the guestroom booking ratio, but also would allow an extra income. This paper furthers to discuss the dining service management of the B&Bs accordingly, and to analyze the vocation styles and dining motives of the consumers of B&Bs as well the importance and the satisfaction level they emphasize. The research is aimed at 6 B&B restaurants in Yilan County for the interview period from February 13th to March 19th of 2008, one month after the Chinese New Year holiday, meanwhile by using a structured questionnaire to study the consumers who visited the 6 B&B restaurants during January 30th to March 15th of 2008, and have 292 good samples returned. The results of the research discovered that the restaurants of the B&Bs are mostly operating as a small business, but they all have their long business philosophy and plans; however they focus on the regular guests and the lodging travelers for their marketing strategy, which is a passive marketing method. Moreover, the reason they are covered by the media is only after they have accumulated some level of reputation, they seldom plan any investment for marketing. The integration of dining and lodging is likely secondary for the business owners, in which they all treat it as an extra income or an accessory of the traveling package, thus the results are reflected on their income status accordingly, most of time the B&B dining businesses are losing money on their restaurants. In addition, the questionnaire to the consumers of the B&B restaurants showed, that the part of the B&B restaurants that need to be improved, is their cuisines, in which most of visitors think the dishes were plain or not impressive and so on; the best comment they gave is the friendly and good interactive of the service personnel, nevertheless, they attached less importance on the food service speed and external dining facilities. On the other hand, the consumers that visited the B&B restaurants, their vacation styles can be divided into two categories after the cluster analysis: family weekend trip, and getaway from crowd types. The family weekend trip type, its major life-style is the family orientation, sociality, travel on weekends, and they take less care away from daily life and do not attach importance on the material life. The getaway-from-crowd group, their manners on the life-style is away from their daily life, enjoy the life, take no concern on the social life or family orientation. In which these two types have obvious differences with regard to the dining motive, importance and the satisfaction level.