| Summary: | 碩士 === 佛光大學 === 未來與樂活產業學系 === 105 === The purpose of the study is to understand the features of Bed and Breakfast management in Yi-Lan, and to analyze present along with future feasible marketing strategies. The researcher takes the method in-depth interview of qualitative research, focusing on Bed and Breakfasts in Yi-Lan. Based on purposive sampling, the researcher aims at eight high quality Bed and Breakfasts, using semi-structured interview questionnaire to have in-depth interviews with 7P and 4C of the marketing strategy mix designed according Literature reviews.
Through deep interview data and relative analyzed data, the researcher finds that most of the Bed and Breakfast hosts still continue using tradition 7P ( Product, Price, Place, Promotion, People, Partnership, Physical Evidence ) as well as and 4C (Consumer, Cost, Convenience, Communication) marketing strategies. However, 5P (Product strategy, Price strategy, Place strategy, Promotion strategy, People strategy) as well as 2C (Consumer strategy, Communication strategy) should be emphasized and focused on more in the future.
According to what is mentioned above, there are five main points for the features of Bed and Breakfast management in Yi-Lan and future feasible marketing strategies.
1.The major factors of choosing to manage Bed and Breakfasts in Yi-Lan are “planning retired life”, “making friends”, and “changing careers.”
2.The top three features of Bed and Breakfast management in Yi-Lan in order are “country experience”, “ecological landscape”, and “local history.”
3.Marketing strategies of Bed and Breakfasts in Yi-Lan are quite similar to each other since the hosts will learn and copy others’ strategies quickly.
4.The marketing strategy of Bed and Breakfast managers in Yi-Lan: treat guests sincerely, treat guests with integrity, innovative concepts, innovative services, regard guests as friends and creating higher value.
5.In the market segmentation marketing strategy, Bed and Breakfast managers mainly cancel their original target market of consumer groups to all consumer groups.
The result of this study may provide the reference not only for Bed and Breakfast managers in Yi-Lan to enhance the market competitiveness, but also for those who are going to plan and engage in Bed and Breakfasts in the future, the authority concerned and future researchers.
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