A Research on the Strategic Alliance among the B&B’s in Hua-Shan, Gu-Ken

• Main Authors: Hsing-Chiu Lin, 林杏秋
• Other Authors: Wei-San Su
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/48026121070618115429

碩士 === 雲林科技大學 === 休閒運動研究所碩士班 === 96 === Hua-Shan, Gu-Ken in Yu-Ling County was not a popular tourist attraction. However, tourists have been choosing to stay in B&B’s in Hua-Shan, Gu-Ken since some theme parks were established and the government promoted agricultural transformation so that locals took actions to grow Taiwan coffee beans. At present, B&B owners, each of them with limited resources, cannot survive the fierce competition and the deteriorating environment. Landlords have allied to perfect each other. Strategic alliance makes up the defects of each of them or accentuates their merits. It is therefore a great push for B&B owners to increase profits and to pursue their market share. The goal of the research is to understand the relationships between B&B owners and the strategic alliance. To conduct in-depth interviews, we randomly picked five landlords of different B&B’s based on the conception of the research. Based on the interviews, we analyzed their motives to join the alliance, cooperation modes in the alliance, factors to determine whom to work with, and potential development. The steps of the research are as follow: 1. to design outlines for in-depth interviews and on-the-spot investigations; 2. to analyze and generalize the connections between each case and strategic alliance; 3. to bring up the final analyses and recommendations. The conclusions drawn from the research are stated below: First of all, B&B owners were motivated to join the strategic alliance because they have shared the same ground, promoting common policies so as to cut down costs and share resources with each other. Owing to integration, coordination, and cooperation, the human resources of the alliance were rearranged and each member has appropriate accesses to personnel assistance and management. Second, there are five factors in the cooperation between the strategic alliance and its members: The exchange of techniques and resources, the strategic complimentarity, the interdependent and consistent operation policies, the consistent alliance management, and the potential communicational obstacles among the alliance and its members. Third, the landlords of B&B’s in Hua-Shan, Ku-Ken hope the strategic alliance will be responsible to plan regular, large activities to attract floods of tourists, consider the completeness of the activities, and map out specific promotions for different classes of tourists to enhance economic value.