Abstract
Independent travellers who have a greater need for novelty display a preference for staying at bed and breakfast (B&B) establishments. However, few studies have explored B&Bs from the perspective of independent travellers, resulting in a lack of understanding of their B&B needs and how they choose. This study addresses this gap by exploring B&B selection factors for independent travellers. Data were collected from 30 in-depth interviews and 345 questionnaires with Chinese independent travellers visiting Taiwan. The findings explored five factors including friendly service, localization and safety, environmental convenience, ecological conservation and experiential activity. Two market segments were also identified, each with significantly different B&B need characteristics. Appropriate strategies were discussed to reconcile B&B services within each segment.
Acknowledgements
The authors would like to acknowledge the assistance of a researcher Hsin, I-Chia.
Notes
1. Email: [email protected]