| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === Abstract
In recent years, there are various homestead (aka, holiday rental, or B&;B) businesses in Taiwan. To attract tourists, homestead packages offer different holiday themes, such as country-side visits, cuisine and/or culture appreciation. &;quot;Occupancy rate&;quot; is a strong indicator of how well a homestead business is doing. To increase occupancy rate, homestead businesses should consider segmenting the consumer market for a more targeted approach.
This case study is based on the business model and experience of Puli Star Garden. The purpose of this case study is to provide analysis that aims to improve homestead business model, with suggestions for best practices. There are generally 3 groups of tourists - working professionals, students and overseas independent travellers. We can further split the 3 groups into &;quot;budget&;quot; vs &;quot;luxury&;quot; tourists. When making a holiday booking, most tourists consider the destination, the accommodation, a degree of interaction with homestead owners and overall expected experience at the homestead.
The luxury tourists are willing to pay more for better service and higher quality of the holiday experience, compare to the budget tourists. The overseas independent travellers group is a new category. More observation and exposure to this category will benefit the development of this market segment.
Key words: Homestead, Nantou, Puli, consumer segmentation, overseas independent travellers.
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