The Study on the Management and Marketing Strategies of Bed and Breakfast in Jiufen
| Autor: | LIN, YU-PING, 林于平 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Based on the methodology of in-depth interviews, this study deals with the SWOT analysis of four randomly chosen but deliberately interviewed quality B&Bs (Bed and Breakfast) in Jiufen. It aims to understand the motivations and visions that urge the B&B owners to run their business there so as to analyze the discrepancies between the real and the idealized and to explore reasons as such. The author also tries to examine the management and marketing strategies of B&Bs currently adopted in Jiufen and to come up with modified ones in the future. The author has found that traditional B&B owners usually adopt traditional 7P (product, price, place, promotion, people, process, and physical evidence) and 4C (customer, cost, convenience, and communication) as their strategies. This study has come to the conclusion that the traditional 7P strategies should be evolved by focusing on the combination of 3P, that is, the innovation of products, the expansion of places, and the reinforcement of people’s capacity. Much the same, much emphasis of the traditional 4C strategies need to be placed on the combination of 2C, that is, the cultivation of the customer relationship and the efficiency of communication. The study refers to an overall and innovative redesigning of the attractions in Jiufen, such as visits to old streets and gold mines, mining activities, starry night tours, tea houses and tea cultures, corridors for leisure and spots at night. Besides, B&Bs in Jiufen should make efforts to create their own official websites, web platforms, social networks, the LINE group, and the FB fan group so as to increase the circulation and propaganda of their B&Bs. What has to be improved includes the attitudes, patience and enthusiasm, language and internet ability, housekeeping and cleaning ability of their employees. All in all, B&B owners should concentrate more on the management of customer relationship, the efficiency of communication, the upgrading of service quality and word-of-mouth marketing, and the increasing of customer satisfaction. In conclusion, the author suggests that B&B owners can actively develop the industry of mine sightseeing in Jiufen, mining tunnels, DIY mining activities. In addition, the itineraries such as tours for miscanthus weeds in fall, cultures of teahouses, and for moonlit activities should be innovated so as to promote the sightseeing industry of Jiufen. In a word, a reshaping of the Jiufen community in general should be conducted to create the image of the mountain town as one for spiritual purification and elevation as well as for physical exercise and entertainment. Keyword: B&B, business management, marketing strategies |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|