Rural tourism: Marketing strategies for the bed and breakfast industry in Taiwan |
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| Institution: | 1. Department of Hotel Management, Minghsin University of Science and Technology, No. 1 Hsinsin Road, Hsinfong County, Hsinchu, Taiwan;2. Department of Business Administration, National Yunlin University of Science and Technology, Yunlin, Taiwan;3. Department of Leisure Industry Management, National Chin-Yi University of Technology, Taichung City, Taiwan;1. INRA, Univ. Grenoble Alpes, UMR 1215 GAEL, BP 47, 38040 Grenoble Cedex 09, France;2. Irstea, UR ADBX, 50 avenue de Verdun, F-33612 Cestas, France;3. Irstea, UMR Métafort, BP 50085, F-63172 Aubière, France;1. Department of Landscape Architecture, Faculty of Architecture and Desing, Çanakkale Onsekiz Mart University, Çanakkale, Turkey;2. Department of Gastronomy and Culinary Arts, Faculty of Tourism, Çanakkale Onsekiz Mart University, Çanakkale, Turkey;3. Department of Geography, Faculty of Arts and Sciences, Çanakkale Onsekiz Mart University, Çanakkale, Turkey;1. School of Housing, Building, and Planning, Universiti Sains Malaysia, 11800 Penang, Pulau Pinang, Malaysia;2. School of Distance Education, Universiti Sains Malaysia, 11800 Penang, Pulau Pinang, Malaysia;1. School of Management, Shenzhen Polytechnic College, Xili, Nanshan Dist., Shenzhen, China;2. SHTM, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, China |
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| Abstract: | Market segmentation based on consumer motivation has proven to be one of the most valuable marketing tools for business promotion. The current study segments the bed and breakfast (B&B) market to better understand the different characteristics and demands of visitors to B&Bs in Taiwan. Our findings can assist B&B operators to determine resource allocation in developing marketing strategies.This study methodology utilized a questionnaire survey. Four clustered segments were identified based on five motivational factors. Based on our findings, most B&B visitors were repeat customers from nuclear families. They were well-educated with low to mid-range median family incomes. Though websites and travel guidebooks were expected to be the dominant sources of information on B&Bs for such visitors, word-of-mouth was found to be the most effective advertising channel for B&B accommodation choices. |
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