| Summary: | 碩士 === 東海大學 === 餐旅管理學系 === 101 === Kenting, in the south part of the island, is one of the famous scenic spots in Taiwan. It has become a popular vacation destination for its beach activities and the diverse tourist attractions. Therefore, the lodging industry expanded rapidly to fulfill the demand of vacationers. The Bed and Breakfast is the fast growing sector in this industry with its special niche. With the various styles to satisfy different vacationers’ need, the decoration and the way of operation varied. However, from the destination management point of view, lodging development needs to be planned in line with the value of their target customers for pursuing focused market.
The research objectives were accomplished by exploring the values of staying in B&B in Kenting area and segmenting B&B customers for effective marketing strategy and destination development. This study applied means-end chain (MEC) theory and laddering technique to construct a hierarchical value map (HVM). Four major values were extracted from the HVM: relaxation, pleasure, value for the cost and belongings. Theoretical and practical implications were also discussed.
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