A Study on Management Strategies of Bed and Breakfast In Hua-Shan Area of Yunlin County
Date Issued
2011
Date
2011
Author(s)
Chou, Shih-Chung
Abstract
The purposes of this study were to focus on the management strategies of the Bed and Breakfast（in the following referred to as "B&B"）and leisure industries in Huashan, Yunlin County, including its critical factors in the development process , the current business status and strategies, the industrial environment analysis of advantages, disadvantages, and future prospects in the tourism development.
This study conducts the issues according to the qualitative research method and data was collected primarily through semi-structured interviews, supplemented by observations and document reviews. By separately interviewing with four B & B managers, two industry association representatives, three tourists, three cadres in the community and three government officers, the stakeholders’ perspectives on the management strategies of local leisure industries and future development were collected.
The research was conducted through 21 times observation in Huashan district to access B & B owners’ management status, and the ways to interact with customers.
According to the data collection, analysis, discussion and induction, the findings and conclusions were as following：
1. The top priorities of development criteria of B & B leisure industries in Huashan Community, Yunlin County, are identified positive factors on the traffic convenience, environmental resources, Ku-Keng coffee industry growth, and the operations for Janfusun Fancyworld theme park expansion.
2. The historical development process of leisure industries in Huashan Community, the leisure and tourism industries has been greatly emphasized by public, beginning from hiking activities, drawing the large crowd into this place, setting Leisure Coffee Shop, and meanwhile the Janfusun theme park operations led to a large number of tourists coming, also opening the local group development in the tour and leisure business.
3. The current operational situations in Huashan leisure industries is primarily to provide tourist accommodation and breakfast, but usually does not offer lunch and dinner.
Most of the B & B possessor services to private small -scale operation by the family administration, some have sightseeing guides '' service, few provide cultural experiences and leisure activities participation.
4. The B & B possessors in Huashan set up internal cooperative organizations, but the organizational functions are not clear enough for the B & B possessors to enhance service quality and increase service connotation. Since the relationship between B & B possessors and government are not close, the guidance advice and professional assistance from government is still insufficient.
5.The emerging Industry of B & B leisure industries in Huashan is characterized by its unique atmosphere combining spectacular mountain landscape with coffee industry development. The operational management is affected by socio-economic development, propaganda marketing strategy and the nearby Janfusun theme park operations, servicing with small-scale operation by the family administration, emphasizing the owner friendly reception without rigorous operating procedures.
6.The Operating Styles of B & B leisure industries in Huashan classifies into four categories as farming and country living, cultural experience, vacation travel and regional industry not defining one single type, making to satisfy the needs of different kind of tourists. But the characteristic features isn’t remarkable, it can’t shape specific characteristics on promoting propaganda and marketing.
7. The operating goal and developmental visions of B & B leisure industries in Huashan are implicit, most are traditional family-run administration providing residential accommodation, few are on the development of ecological tourism for ecological resources, arranging “cultural experience” activity, but new customer development and propaganda marketing are not active.
8. The environmental benefits of B & B leisure industries in Huashan combined with the resources. The internal resources include abundant natural landscape, convenient travel links, perfect hiking trails and local coffee leisure industries. The external environmental opportunities include conditions for the development of leisure industries, the Janfusun Fancyworld operations, the more intention of involving in leisure activities and the weak external competition.
9. The environmental disadvantage of B & B leisure industries in Huashan emerged in different dimension. The internal weaknesses include the insufficient parking Space, the rampant mosquitoes, the fail to improve quality, the unobvious cooperation between industries, the passive management attitude. The threats in external environmental include the changeable socio-economic, the tourists’ the pursuit of novelty, the effect of government-sponsored events in Janfusun Fancyworld, the domestic competition trends in the refined B & B, the feeling about geography of threat.
10.The future management strategies of B & B leisure industries in Huashan include the quality management upgradation, landscape development in Huashan, the cooperation between industries, business integration and marketing, the public sanitation improvements coordinating with the relevant government departments.
According to related references and results above, some suggestions are advanced to he Bed and Breakfast keepers, related government departments and future researchers.
Subjects
Bed and Breakfast
eisure Industry Recreational IndustryBed and Breakfast
Leisure Industry Recreational Industry
Management Strategies
Type
thesis
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