The Study on the Internet Marketing Strategy in Home Stay

• Main Authors: Chang-Ching Song, 宋長青
• Other Authors: Liang-Chien Lee
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/96090841011392162603

碩士 === 義守大學 === 管理研究所碩士班 === 96 === According to Taiwan Tourism Bureau, there were only 124 legal home stays in Taiwan in 2003. In March 2008, however, there are 2,407 home stays and 9,608 rooms. The amount of home stay increases 18 times in these four years. Accompanied with fast growth, this competition has made marketing as an important topic of home stay. Since the scales of most home stays are small, Internet marketing with characteristics of real time and low cost just fits the needs of home stays. Based on in-depth interviews with home stay hosts and travel web sites, this research depicts present status of home stay market. By means of questionnaire survey, this thesis focuses on four topics: how people survey home stay on Internet, why they survey home stay on Internet, what kind of information should be provided on web site, and what terrible affaires offend consumers most. The conclusions are as follows: 1.The major three factors for consumers to choose home stay are user’s reviews, scenery, and services. Different home stays should have their own uniqueness to build up their niche market. 2.Convenience, richness in information, and user’s reviews are the major factors for people to survey home stay information via Internet. 3.People expect richer contents on web site of home stay. 4.Due to small scale of most home stays, people have concern about Internet financial transaction security. For home stay hosts, the research would like to offer some Internet marketing suggestions as follows: 1.Depending on different information capability, every home stay should have different Internet marketing strategy. 2.The target market and image of home stay’s web site should meet the integrated marketing. 3.Since more contents on web site of home stay are expected, home stay should make the contents rich but orderly. 4.Home stay should process reservation by phone in current time. 5.Home stay should encourage visitors with good stay experience to share their words and pictures of recommendation on their own blog, as word-of-mouth marketing. 6.Providing comfortable rooms and good services is the basic and most important part of home stay.