The Study of Homestay Consumer Segmentation – A Case Study of PengHu Homestay

• Main Authors: Liu Syuan-Chen, 劉宣岑
• Other Authors: Yang Guan-Yuan
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/kn8g8j

碩士 === 醒吾科技大學 === 觀光休閒系所 === 103 === In recent years, the ever-changing patterns and themes B & B industry, operating a bed and breakfast landscape features, rural experience, local cuisine, cultural characteristics ... and so on, in order to effectively achieve the purpose to enhance the business performance and enhance "weekday occupancy rates" is a bed and breakfast produce better business One of the key factors in the performance and sustainable operations. This study is intended to "B & B guest segment" view select Penghu Bed and Breakfasts case needs to be analyzed and the characteristics of its different characteristics of consumers, of the Bed and Breakfast can provide business operations of the industry to understand their niche and then voted to make the most appropriate inputs into improving marketing efforts to improve business performance. Conclusions This study presents under as follows: First, Penghu Bed consumer groups, can be divided into three groups of office workers, students, and other overseas visitors. Second, the B & B existing consumer segment is still the majority ethnic area students. Third, find overseas individual travelers appear. Fourth, this study suggests that individual visitors shall continue to observe the overseas consumer segment.