| Summary: | 博士 === 國立暨南國際大學 === 國際企業學系 === 104 === Innovation is an important factor in business success. Most research of innovation mainly focused on large enterprises, or technology, manufacturing industry. In the tourism industry, mostly SMEs or micro-enterprises, product form was very simple, the scale was small, such as Bed and Breakfast industry. Until now, it was not sufficient research to understand how enhance the competitiveness through innovation. Furthermore, innovative behavior was not same in all enterprises, leading to innovation typology of research appear to identify their different degrees and characteristics of innovation. However, we should clarify innovation typology whether was suitable for B&B industry. Therefore, this study constructed the innovation typology of B&B industry. First, this study sifted thirty-two B&Bs innovative cases through seventeen directors of B&B Associations and nine experts focus group. Second, tourists were investigated and conducted in-depth interviews with seventeen B&B innkeepers. Both qualitative and quantitative approaches were employed. A qualitative approach and content analysis were conducted, resulting in four categories of innovation: (1) personal value innovation, (2) augmented product innovation, (3) core product innovation, and (4) sustaining innovation. Furthermore, this study proposed twenty-one factors of B&B innovation were five driving forces, ten determinants, and six outcomes. We explored driving forces and determinants for different kinds of innovative categories, and further identified the correlation between innovation and outcomes. Finally, several management implications and future research directions are recommended in this study.
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