An Analysis of Business Strategy of Homestay in Kenting Area—Case Study

• Main Authors: HUANG MI HSIU, 黃米秀
• Other Authors: LEE HSIEN -DA
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/m3wjsd

碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 107 === In recent years, due to the prevalence of tourism industry, the domestic hotel industry has sprung up, and tourism tourism has become an important role in national and local economic development. Located in the southern tip of Taiwan, Kenting became the first national park in Taiwan in 1984. It has the ambition of mountains and seas, rich natural resources and unique human landscapes. It is an international tourist destination with warm climate and convenient transportation. Recently, the consumption disputes in Kenting have been frequently spread, causing a chain effect. In addition, the number of people who traveled to Kenting was almost the same as the 8.37 million people who peaked in 2014. The media rushed to report that "King Ding sightseeing, avalanche-style decline." At present, there are more than 1,000 B&Bs in Hengchun Peninsula. The tourism industry is the economic lifeline of Hengchun Peninsula. In the face of the changing tourism environment in Kenting, the sightseeing winter, how do the property owners in Kenting insist on their entrepreneurial ideas and dreams? How to use their own resources, customer service, business strategy To create a competitive advantage and to continue to develop business. In this study, the research method of purchasing quality, edit the interview outline, and conduct in-depth interviews with the operators of Maya House in Kenting Ranch area, participate in observation and other methods to collect data, and cooperate with the theory and related literature to analyze and discuss. The main conclusions of this study are as follows: 1. The current situation of the Maya House business owner is not affected by the collapse of the environment, and is recognized by consumers.For other homestay managers as a reference for learning. 2. Maya House B&B has been optimistic about the Kenting Sightseeing Tourism Market since the early days. Machine, starting from specialized operations, building up single-family villas and cabins, gradually forming a good mouthThe monument, the new building, and the expansion of the scale, became the predecessor of the B&B in Kenting area, and laid the foundation for it.The status of the Ding area B&B. 3. The owner of Maya House has unique business characteristics and international management strategies.Slightly, using the concept of the key success factors of the hotel to the sustainable development of the hotel to the future trend of the hotel development, promotion of depth, intellectuality, sensibility of community culture and creative leisure travel, will promote Hengchun to the world. 4. The competitive advantage of Maya House B&B, first, legally won the illegal, the first legal homestay.Second, the hospitality bed and breakfast is a five-star evaluation. Third, it has been reported by many media at home and abroad.Fourth, the owner has unique business characteristics and establishes his own competitive advantage. 5. The Maya House B&B operators have an in-depth understanding of Hengchun, integrates into the local culture, does not operate in the speculative manner, but focuses on investing in sustainable development. Operators must be able to continue their studies, improve their self-abilities, pursue excellence, aim at the international market, and prepare for guests from all over the world. Finally, based on the above research conclusions, specific recommendations are made for reference by the industry, government and future researchers.