| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 99 === This study is to examine emphasis of market segmentation, and marketing mix that the operators of bed-and-breakfast in Penghu most often use. This research is to understand the operations situation and background of B&Bs in Penghu. To understand emphasis of market segmentation of operator. To investigate the operator how to use marketing mix. To understand the relationship between the market segmentation and marketing mix.
The data was collected by field survey. The survey sent 159 pieces of questionnaires to operators in Penghu, 29 operators refused to answer and of which 130 pieces questionnaires were usable, for 80 percent usability rate.The results of the study indicate that emphasis of market segmentation is low, only attach importance to 「the quality of traveler requirements」and 「the traveler return rate」. The 「product and service」of marketing mix is most used by B&B operators, but 「promotion」,「place」and「price」of marketing mix are used not often. When characteristics of operator is different, the emphasis of market segmentation and marketing mix also have significant different in some segment. From the results of correlation analysis, the emphasis of market segmentation and marketing mix have relations. Operators more attach importance to market segmentation, marketing mix are used more.
By the result, this study suggests operators should promote to their market target, enhance keyword marketing and can sell by marketing agency, and government can host activities to attract people, assists operators to do international promotion.
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