| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所在職專班 === 99 === Two-day weekend has been implemented in Taiwan for ten years since January 1, 2001, the service quality of domestic tourism has also progressed. The Ministry of Transportation and Communications actively proposed flagship project on local touring in order to promote domestic tourism effectively.
With the vigorous development of domestic tourism environment, there are more tourism-related industries, in which the large amount of B&B industries. B&B industry conveys “home” feeling to the tourists through appearance of the building with the distinctive landscape style and its color to enhance customer value and increase tourists’ lodging intention. The study has two phases. The first phase is to select the photos of current status of B&B samples and to analyze the selected experimental samples. The observation is adopted to investigate the distinctive design styles in the domestic B&B industry, and then choose the styles and color preferences of the photos jointly selected by 50 respondents as experimental samples of this study. The second stage is to explore the differences between consumers’ color preference and lodging intention in different types of B&B style. The results provide the suggestions on choosing consumer groups to B&B industry, as well as the references for B&B design field and future academic and empirical research.
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