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    Title: Building Bed-and-Breakfast Based Destination Brand: Concepts and Building Bed-and-Breakfast Based Destination Brand: Concepts and Structural Model Testing
    Authors: Hsu,Yu-Tze
    Contributors: Department of Leisure and Recreation
    Keywords: Bed-and-Breakfast Based Destination;brand awareness;brand association
    Date: 2010
    Issue Date: 2010-11-07 17:43:56 (UTC+8)
    Publisher: Asia University
    Abstract: The B&B industry are growing very fast in the last decade in Taiwan,
    and results in a competitive market. However, the B&B operators are still not able to provide effective strategies for marketing B&B products. This study proposed a new B&B marketing model based on “destination” concepts, which, by applying the branding concepts, consisted of five variables: brand awareness, B&B related brand associations, destination related brand associations, travel intension, and accommodation intension. The validity of the model was tested by the structural equation modeling.
    The main findings are as follows: 1. the B&B products play the role of tourist attraction in rural tourism destination in Taiwan; 2. the intention of customers staying at B&B is not only influenced by B&B related associations, but also by destination related associations through the mediation effect of traveling intention; 3. for the high perceived awareness B&B destinations, the potential tourist’s accommodation intension was affected by only the mediating effects of destination related associations. 4. For the low perceived awareness B&B destinations, the potential tourist’s accommodation intension was affected by both the direct influence of B&B related associations and the mediating effect of destination related associations. In sum, the proposed model in this study
    indicated a reasonable result, implying the B&B marketers can use the
    results as strategies for B&B branding.
    Appears in Collections:[Department of Leisure and Recreation Management] Theses & dissertations

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