| Summary: | 碩士 === 吳鳳科技大學 === 應用數位媒體研究所 === 101 === With the advent of the internet network, consumers rely more and more on online mass media. The way of communication between the business community and consumers used to be traditional marketing and nowadays has been gradually replaced by digital marketing, and recreational hotel management has no exception. This case study is based on a B&B, H, at Shyr Juo region in Ali Mountain. Its goal is to explore and analyze how the digital marketing has been utilized in B & B core resources . The data collection was through the interviews between the B&B operators and some customers in depth, and relevant systematic literature review to present the competitive advantage among the B&B operation. The research finding are as follows. The core resource of this B&B in this case study determines the competitiveness of its specialty and management; and digital marketing increase the visibility and recognition of the B&B, thereby improves occupancy rates and their profitabilit.
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