The Key Factors Selection of Consumers Choosing Home–Stay: An Example of Southern Taiwan

• Main Authors: LIN KUAN TING, 林冠廷
• Other Authors: 李義昭
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/r4x3y7

碩士 === 高苑科技大學 === 經營管理研究所 === 103 === After Government joining the WTO, the new system for native agriculture-related industries, resulting in a considerable impact. To implement agricultural development, promotion of local marketing policy has been beginning to actively counsel and encourage farmers to operate Bed and Breakfast as a sideline . By highlighting the advantages of domestic fresh agricultural products and coupled with the current popular travel trends that the number of enthusiastic interests to experience countryside life, it creates many job opportunities for the rural areas to help the unemployed due to the measures about reduction of agricultural land and loss of production. To create another agricultural development, it can provide an alternative unusual choice when people are in the two-day weekend domestic tourism. According to Tourism Bureau surveyed, the number of domestic Home-Stay housing in 2014 full year amounted to 2.57 million people, with a total output value of NT＄2.5 billion. To make a comprehensive survey of the growing trends, B＆B will occupy an important position in the future in the tourism-related industries. The purpose of this study is to understand the motivation and the willingness of the customers about how to select Home-Stay in southern Taiwan. Questionnaire are used and AHP is adopted .The results show that according to analysis the key factor in consumers＇Home-Stay choices , this study shows that the most important reason is about network evaluation, and the second reason is the device and the atmosphere inside the room. Next is the nearby scenic spots and the fourth reason is the evaluation of the friends. Relatively, the website content is the least important reason for the customers. Secondly is the website content amount and the number of rooms amount. So this study can be expected for guesthouse owners to give some recommendations about the customer’ willingness and the operational management . It can also provide the reference for people to select B＆B and for guesthouse owners to develop business.