| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 100 === Following economic take-off and the income increase, more people in Taiwan think highly of quality of life, being aware of importance of leisure activities and healthy concepts.
In recent years, Taiwanese love to take leisure travel as the main way to spend holidays for physical relaxing and mental stress-relieving. This trend can also be seen from mass media where lots of travel information and TV programs been published and introduced. As the domestic tourism booming, capacities of traditional accommodations, such as hotels and hostels, are not enough to meet fast-growing demands of tourists. An alternative option to fill in this gap is the Breakfast and Bed, in short, B &; B.
The current development of B &; B generally has to be coherent with local government policies, bearing a responsibility to stimulate the growth of tourism industry with its unique characteristics. The B &; B is not only a rest place for tourists but also one of interesting attractions. For a manager, several factors are important to make his/ her B &; B more popular, including tangible or intangible features, family-like services, effectively use of local resources, etc.
This study is taken Baolai Hot Springs B &; B as a case. As a matter of fact, Baolai Hot Springs area suffered serious damage by Typhoon Morakot 2 years ago, has just completed its reconstruction with government support. By interviewing visitors and conducting surveys, it is possible to collect abundant information related to travelers’ motivation, satisfaction, and evaluation about choosing Baolai Hot Springs B &; B. The purpose of this study, by using SPSS 12.0 statistical tool to analyze Cronbach’s α、KMO、Bartlett χ2 values from respondents’ feedbacks, is to provide B &; B managers a strategy recommendation in future development.
One of the findings in this study shows that Taiwanese tend to be more and more emphasis on their family life after the government began to implement a 2-day weekend policy. The other findings include that the most popular weekend activity for people living in Kaohsiung is excursion biking or 1-day tour especially considering limited time. The major motivations of travel are physical relax, stress-relief, and slow down the pace of life. Regarding to satisfaction, tourists are most concerned the service qualities.
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