Exploring the Relationship among the Characteristics of Local Food Ingredients, Tourism Characteristics, Catering Needs and Customer Loyalty – A Case Study of Bed & Breakfast Industry in Yilan

• Main Authors: LIN,MEI-CHUAN, 林美娟
• Other Authors: LIN SU-YI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/d2wcs2

碩士 === 中國文化大學 === 生活應用科學系 === 106 === In recent years, the tourism industry has driven the booming development of the B&B industry. The tourism demand-oriented B&B is getting more and more diverse from the previous homestays providing only simple breakfasts and beds to the current operators providing local food ingredients and local seasonal organic vegetables by integrating local specialties and cultural specialties. According to the experience of operating their own B&B, the researchers found that consumers would ask if there is any catering service before booking, so to use seasonal fresh local ingredients in combination with local resources and culture can develop unique characteristics and increase the attraction of local tourism and loyalty of customers. Therefore, this study mainly explored the differences among tourism characteristics, catering needs and customer loyalty among the tourists with different attributes, the impact of meeting the catering needs of the homestay visitors on customer loyalty; and the influence of local food and B&B travel characteristics on customer loyalty. According to the literature review, the characteristics of local food ingredients, B&B travel characteristics, catering demand and customer loyalty were summarized as variables. Customer loyalty, revisiting willingness, preference, price tolerance, and recommendation behavior were the dependent variables. The personal traits section included gender, marriage, age, educational level, occupation, average monthly income, number of trips, number of stays, peers, reasons for choosing a B&B, and participation in a B&B project. Visitors to the Yilan area staying in B&B were surveyed by a questionnaire. This study used a questionnaire survey to obtain 312 valid samples via purposeful sampling. The research data was analyzed using SPSS 22.0 software, and narrative statistical analysis, reliability and validity analysis, correlation analysis and regression analysis were used to verify the hypotheses of the study. The results show that the local food ingredients, the tourism characteristics of the B&B and the catering needs all have a positive impact on customer loyalty. The results of this study will be provided to the B&B operators as a reference for the development of specific marketing strategies to create value that is in the best interests of the B&B industry.