Exploring the Relationships Between Tourist Perceptions and the Service Quality of B&Bs

ABSTRACT

This study adopted the means-end chain (MEC) approach and incorporated the Kano method to explore the different preferences for facilities/services preferred by different consumption groups to design effective product strategies for bed and breakfasts (B&Bs). The analytical results show that: (a) different segments have various preferences for B&B facilities and services, (b) the nonstudent respondents especially prefer the “attractive-quality” attribute; and (c) tourists pursue the achievement of a “sense of belonging” and “security.” This study can not only contribute to the development of marketing theory, but also help the owners of B&Bs to formulate marketing strategies to enhance their competitive advantages.

Keywords:

• B&B
• Kano method
• means-end chain

Acknowledgments

The authors wish to acknowledge the financial support of this article by the National Science Council, Taiwan (No. NSC 95-2416-H-251-018-MY3).

Notes

1.“Free guided tour” means that the B&B provides a free tour of nearby attractions.

2.“Free shuttle bus” means that the B&B provides free transportation to the local station.