A Study of Price Readiness Model for B&B Operators

• Main Authors: Liu, Tai-Feng, 劉泰峰
• Other Authors: Hsieh, Kun-Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/y3v295

碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 100 === In recent years, our government has been active in promoting tourism. With the lift of restriction on visits of tourists from Mainland China, the number of visitors to Taiwan has grown exponentially, causing the demand for hotel accommodation greater than the supply. Many bed and breakfast (B&B) operators have therefore invested a large amount of money to integrate local features into their services and provide localized services in hope of creating more profits. It is important for B&B operators to know which factors would affect consumers’ paying readiness. Therefore, issues about price and readiness should be investigated. The subjects of this study were B&B operators and consumers in Taitung. Through a survey, this study found 11 common factors that would significantly affect B&B operators and consumers. Based on these factors, a survey of consumer readiness was conducted. Results showed that artificial neural network was more effective than regression analysis and could achieve higher prediction accuracy. This study attempted to provide B&B operators with a price readiness analysis model that could help them understand consumers’ needs and offer reasonable pricing to consumers.