| Abstract: | In recent years, people have more opportunity to recreate because of the two-day-off per week policy. Therefore, consumers have more kinds of needs, and the way of accommodations changes. People don?t have to live in the hotel or cottage if they go on a tour. Another better choice is ?Bed and Breakfast?. According to the data of the Tourism Bureau the Ministry of Communications, there are 2737 Bed and Breakfasts in Taiwan.?October, 2007? The rate of Bed and Breakfast accommodations increases from 4%?2005?to 5.8%?2006?. As a result, ?Bed and Breakfast? is very important choice if people have accommodations needs. The before outcom displays B&B market in Taiwai is very competitive, and the consumers have more B&Bs to choose.
From some studies of Bed and Breakfasts, in the consumers? decision-making process, they probably choose some area as their tour spot, and choose some Bed and Breakfasts plans in all Bed and Breakfasts of this tour spot. They have some information sources and factors they think about. This is the first stage. And then, consumers will choose the best plan in these plans they choose by thinking about different causes. This is the second stage. The different decision-making process that are affected by different factors influence the information source of the choosing plan. In the past, there is no this kind of study which probe into probable choosing behavior.This study will also provide Bed and Breakfasts businessman with better marketing strategies, including product, price, marketing channel, and sales promotion.
The consumers will be affected by all kinds of the valuation criterias during the whole process of choosing B&B. The study designs 26 valuation criterias and complete questionnaire as the formal questionnaire. From first March to thirty- first May in 2008, we give tourists the formal questionnaires in the tourist service center of Chinjing Veterans Farm in Nantou because the amount of Nantou B&B is number three in Taiwan. Besides, all the tourists we give the formal questionnaires have experiences of staying in B&B. The way of investigation is having interviews with these tourists by oueselves. We give these tourists 350 questionnaires, and receive 300 available questionnaires in return.
The study focuses on the consumer evaluation criterias of the different stages and uses t-test on the pair-sampling, and the outcome displays there are apparent differences after the analysis of the two stages in 26 evaluation criterias. There is one point. There is no apparent difference in four evaluation criterias, and the average of the evaluation criterias in the two stages is above 5(key point). This displays these four evaluation criterias are all ?important?during the whole choosing process of the consumers. Meanwhile, this also displays these four evaluation criterias are significant points we must pay attention to during the whole marketing process when the B&B proprietors sell their products. |
