The Attractive Factors Analysis of Taiwanese Bed&Breakfast on Travel Web sites

• 발행기관: 세계문화관광학회
• 저자명: Hsiao-li Lin Kuohsiang Chen Meng-dar Shieh Chun-Heng Ho
• 간행물 정보: 『Conference Proceedings』11th International Joint World Cultural Tourism Conference 2010, 474~481쪽, 전체 8쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.11.30

영문 초록

Due to raising population of tourism and popular experiential tour, more and more people have invested in building their dreamlike Bed & Breakfast (B&Bs). However, B&B industry faces a tight situation because of the growth of B&Bs, especially on competitive travel website. In particular, we can find out a variety of B&Bs‘ images at the same page of travel websites At limited web space and a variety of competitors, how to attract consumers to click it is the primary issue. What kind of image, information, or keywords may influence customers’ decision? This study discusses the attractive factors of Taiwanese B&B on travel websites and the result information can help B&B hosts develop effective advertising and promotional plans. In this study, we chose 127 B&B images which show the first sight of B&Bs from travel websites. The research was divided into three steps. In the first step, Evaluation Grid Method (EGM) was applied to construct attractive factors of B&Bs from interviews. In the second st ep, the hierarchical diagram of EGM was further adopted to organize a questionnaire. A nd then, quantitative type I method was applied to analyze the data collected from the questionnaires. A total of 37 valid samples were collected in this experiment. The main impact factors of four attractiveness aspects of B&Bs information were obtained: "theme style" for " distinguishing characters " aspect, "reunion" for " leisure atmosphere ", "uni que style" for " style of B&B ", and " word of mouth‖. for "satisfaction" aspect. In the third step, cluster analysis was employed to identify the visitor groups as following: peo ple who like characteristic things and relax environment, people who enjoy interacting w ith their friends, family and B&B hosts, and people who are interesting in making com parison of B&Bs and book B&Bs online habitually. The findings of this study may assi st B&B host in promotion and advertising on travel websites more efficiency.

목차

ABSTRACT

1 INTRODUCTION

2 LITERATURE REVIEW

3 METHODOLOGY

4 ANYLYSIS AND CONCLUSION

REFERENCES

키워드

Bed & Breakfast (B&B) attractive factor Internet marketing Evaluation Grid Method (ECG)