Analysis of Factors influencing the Intention to Revisit a "Bed & Breakfast" in Taiwan

• Main Author: 何曉琳
• Other Authors: 張嘉華
• Format: Others
• Language: en_US
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/60728925721082695386

碩士 === 南臺科技大學 === 商管專業學院 === 103 === ABSTRACT Taiwan is a very attractive country where more than 8 millions of visitors from all around the world were received in 2013. Nowadays, the choice of accommodation of “bed & breakfast” (B&B) represents a significant alternative to hotels or other accommodations. As a matter of fact, staying at a “bed & breakfast” is the best way to discover the culture of a country. Since people are showing a growing interest in discovering different cultures, in different countries, the number of B&Bs has also increased in the past decades all around the world. And with the creation of all these B&Bs, competition is more and more rude. Nowadays, owners of B&Bs have to be not only a good host, but also a multitask guide to satisfy visitors’ needs and desires. Indeed, the trend of B&B has become a good business and visitors are getting more and more demanding. This study aims to analyze the factors influencing the intention to revisit a B&B in Taiwan, such as the hospitality, the environment, and the perceived value. Questionnaires were distributed online to collect the data. There were a total of 201 respondents and SPSS program was used to run the data. Methods such as descriptive analysis, reliability tests, correlation analysis, simple and multiple linear regression, one-way ANOVA, and post-hoc tests were used to obtain the statistical analysis for this study. The results show that, except for the hospitality, the two other factors (environment and perceived value) both have a significant influence on the intention to revisit a B&B in Taiwan. Moreover, two demographic factors were found to have a significant effect on the intention to revisit, which are the age and the monthly income