| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 96 === ABRSTRACT
The bed and breakfast (B&B) accommodation has become more and more popular and also occupied a large portion of the tourism market. Past researches on the industry focused mainly on the issues of its service quality, customer’s satisfaction, and customer’s choice behavior, relatively less attention has been devoted on the discussion of B&B room price mechanisms. The study on the B&B room price can help understanding how this market operates, and can further serve as the base for managing this industry by the government.
According to the above description, this thesis applied the concept of hedonic theory to construct a framework for the explanation of B&B room price deviation. 227 B&B units located in the central area of Taiwan were selected as the target for the empirical study. The main results indicated that the B&B room price are mainly affected by seven variables: The degree of room comfort, the distance from the highway exchange, the surrounding scenic sights, the diversity of facilities, whether take VISA card or not, and if they are legal. The model can explain around 72 percent of the B&B room price deviations in central area of Taiwan, indicating a good model fit.
Keywords: B&B room price, Hedonic model
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