The bed & breakfast industry in Liuqui Shiang, Pingtung County, has been booming and the competition has become more and more fierce thanks to the great efforts made by Dapeng Bay National Scenic Area to promote Liuqui Shiang. It’s the most important task for the managers to find out the business strategy favorable to their own bed & breakfast business. This research goes deep into the interviews to collect data for analysis. It’s found that:
(I)The new “bed & breakfasts” in recent ten years have been established with an independent investment of over 8 million NT$.
(II) The room occupancy exceeds 90% during holidays whether in the low season or peak season and is less than 40% in ordinary days.
(III) The bed & breakfasts are operated by the owners themselves and employees are only hired when they are short of hands.
(IV) The main customers are office workers of middle age and their families and friends from North Central. The facilities, price, the content of package tour, location and traffic of the accommodation are main factors that they consider.
(V) The main marketing modes of the owners are online evaluation and word of mouth from old customers.
(VI) Whether the number of customers is large or small, themanagers keep maintaining a high service level and quality.
(VII) At present, land categoryunconformity, land being owned by more than one person, troublesome land division and tedious formalities are the reasons why most bed & breakfasts are illegal.
