A Study of Key Factors for the B＆B Management - in Penghu

• Main Authors: Shih-Ching Lee, 李經世
• Other Authors: Yu-Liang Tseng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/57919661957849650223

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 97 === The number of B&B in Penghu has already quickly grown up about 70 times within the past 7 years so that the competition in this industry has become more intensified than ever. To succeed, proprietors need to find out the key factors. Seven proprietors were selected as the cases in this study. The research methods adopted in collecting the necessary data including the case-study method, in-depth interviews, direct observations, and field investigations. Then, the research results were derived from a series of data analyses. According to these 7 cases, the primary reasons to open a B&B business in Penghu are as follows: incorporating a potentially interesting business into the operators’ lives, starting their own business, earning additional incomes, and taking good care with family members. Running a B&B, the proprietors set up the clear marketing position for their own business. They did evaluate their marketing plans if a change was called for, planned for it and then got on with where they want to be, such as updating or remodeling the house, shaping the B&B concept, re-developing the organizational framework and so on. It was found that there were the common key success factors among these 7 B&Bs as follows:1. Having a sound financial planning; 2. Offering the services for travel planning; 3. Using internet as the primary channel for marketing; 4. Out-of-the-mouth and repeated advertising purchases as the fuel and lifeblood of the business; 5. Nearby local attractions and natural scenery, beaches for boating activities, fishing, diving, and so on; 6. Offering the tailored services to satisfy customers’ special needs. As to the individual key success factors to B&B operations, they include the following: 1. Building with charm and appeal; 2. B&B location being accessible, convenient and attractive to customers; 3. The operators owning special skills (such as crafting, cooking for a gourmet meal) to make the B&B being the appealing place to stay at; 4. The operator with a warm personality, loving interacting with a variety of people and enjoying entertaining others; 5. Low construction costs for the building and lodging; 6. Offering customer the tailored tour guiding services; 7. Communicating well with international customers and providing courteous services. Finally, the implications which can be drawn from the present study are as follows. 1. The public sectors may shoulder the responsibility with the destination marketing for Penghu to balance the tourism demand of peak and off-peak seasons and then bring in a larger number of tourists into the area to increase the occupancy rates of B&B. 2. The B&B proprietors need to manage the website design and update their own websites in viewing that the internet is used as the primary marketing channel. In addition, more diverse marketing and promotional tools are recommended. 3. Finally, the present study suggests that B&B may offer the souvenirs and gifts to solicit purchase from the tourists revenues.