| Abstract: | In foreign countries, long stay tourists vacationing at farms have become a national tourism Industry specialty. In Taiwan, leisure has become a common idea of the general public. The implementation of the two day weekend elevates people?s desire to take weekend trips, making the weekend traveling a part of their life. Taiwanese principally takes short term vacations, and vast majority of vacationers stay at accommodations only one night. As the elderly population grows globally, ?snowbird (migratory) leisure?, ?remote locality elderly living?, and other modes of novel leisure styles becomes ever more popular. As the Baby Boomers approach retirement phase, future leisure industry development trend shows the bed and breakfast (B & B) inns? long stay nature to be the ideal Taiwanese elderly leisure style, leading to a potentially surge of the B & B?s long stay development in the foreseeable future. Therefore, how long stay products are developed based on service quality is a crucial issue for B& B operators. This study uses the Cingjing area as the research scope and Baby Boomers who have stayed at Cingjing region?s B & B as the research subjects, investigating how to raise tourists? degree of satisfaction through service quality improvement. The study employs questionnaire to probe the potential demand and degree of satisfaction of the present service of long stay. Then using Quality Function Deployment (QFD), through tourist demands and the quality technology system integration method this study completes a priority implementation sequence to improve service quality. The research results conclude, service quality and personal experience activities both have positive impact on the overall degree of satisfaction, while the overall degree of satisfaction has positive impact on tourist loyalty. The results of QFD also illustrate eight major issues of B & B that requires improvement in regard to service quality technology. The eight issues are care services, creation of leisure living space, community amalgamation, living function network linkage, tourist safety management, information and guide services, transportation management, crisis management. Therefore, bed and breakfasts that want to cultivate long stay can apply the priority implementation strategy from this study to improve service quality, and attract even more tourists. |
