| Summary: | 碩士 === 國立宜蘭大學 === 建築與永續規劃研究所碩士班 === 103 === The operation of a bed and breakfast (B&B) may face problems, such as short of
manpower, limited resources, inadequate marketing, and fierce competition. As a result,
many inferior B&Bs may have to go out of business or transfer ownership to new
management. Therefore, how to improve the competitive power of a B&B is a topic worthy
of further study.
In this study, we attempt to explore the issues encountered in the operation of B&Bs in
Yilan County and to recommend business strategies for improvement. First, we review the
literature to explore the characteristics and management of B&Bs. Next, we perform
in-depth interviews with 33 B&B owners in Yilan County. From the analysis of the contents
resulting from the interviews, we draw several issues regarding to the operation of B&Bs in
Yilan County, and we also recommend strategies for improvement. The major findings of
this study are as follows:
1. The B&B owners may encounter six issues regarding to the operation of B&Bs in
Yilan County. These issues include difficulty in operation of a B&B as a sideline
business, inadequate human resources, limited sources of customers in off-seasons and
weekdays, ineffectiveness in internet marketing, B&B special features, and B&B
management and development.
2. The solutions to the above-mentioned issues may include professional
management of B&Bs, hiring of adequate manpower, attractiveness of foreign tourists
during off-seasons and weekdays, providing special services and guided tours by
employees, enhanced software aspects of B&Bs besides attractiveness of building
exterior, assistance of B&B owners to each other for increasing the sources of customers,
B&Bs operated as registered farms inside the boundaries of urban planning areas.
3. In the category of B&B basic resources, location, maintenance of equipment
environment, B&B special features, and human resources are the most important items.
In the category of B&B operation and services, guided services, planning and
arrangement of activities, caring services, and experience activities are the most
important items. Furthermore, in the category of B&B marketing and products sales,
internet marketing, word of mouth marketing, attractiveness of foods and drinks,
alliances with other industries are the most important items.
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