| Summary: | 碩士 === 國立臺東大學 === 身心整合與運動休閒管理學系 === 98 === This research is aimed at exploring the key factor of operating Bed-And-Breakfast in the Taitung area. Through the case study of the qualitative research, four B&B operators had been interviewed and the whole operating condition has been distinguished between “successful management” and “dilemmatic management.” The key factors of tourism and accommodations which had been pointed out by Geller(1985), including the quality of service, customer satisfaction, facilities, location, cost control, market share, and the market segmentation, has been used to analyze and compare the key factors of the differences between these two operating ways.
Through the analysis and the in-depth interlocutions with the operators, this research shows that the operators in Taitung area should form an alliance with the same trade or even the different trade, so that there will be more options on the quality of services; also, it’ll be more flawless and perfect. When it comes to the customer satisfaction, good service quality is highly appreciated; therefore, making amends immediately is the best way to avoid the complaints if there’s any service gap. Speaking of facilities, operators are suggested to absorb more knowledge about the software and the hardware which are used on operating the B&B, knowing when or how to maintain the facilities and operating the computer software are also important.
Speaking of locations, operators should make the good use of the advantages and the distinguishing features of the area, and the designing techniques to improve the atmosphere. Also, operators should find their sideline and should definitely avoid loaning. On the market share part, the most efficient way to boost the operating performances will be grasping the high season and also try to increase the rate of accommodation by distributing the resources efficiently, because the high and low seasons of tourism in Taitung area is extremely different and apart. It is also an important guide to clarify the different generations and groups and find out their different features and needs in case to create the correct atmospheres of the B&Bs.
Hopefully this research will help the B&B operators, tour guides, owners of the related industries, and the scholars who intend to make a study of the industry of B&B provide the more accurate, profitable information and opinions. Also, hopefully the content and the in-depth interlocutions of this research will benefit the tourism industry of Taitung County.
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