| Abstract: | AbstractWith the advent of the 21st century, people’s ardor showing in pursuit of aesthetic appreciation, sentimental appeals, and hand-on economy has been in the ascent. The creativity of aesthetic appreciation has thus become another battle for entrepreneurs competing for profits and B&B, a novel industry which combines lodging and sightseeing, is of no exception. Starting with the analysis of the current status of B&B in Taiwan from aesthetic competitiveness angle, this study mainly probes into three facets. They are aesthetic competitive strategies in service, the formation of sentimental appeals and the brainchild of aesthetic competitiveness index. All this is made through interviewing six home stay owners and three customers in depth. We have found through this study that aesthetic appreciation of B&B is characterized by the integration of the architecture and its surroundings plus highly self-innovated service it provides. However, a complete presentation of aesthetic competitiveness lies in the B&B owner who conceives the concept of aesthetic appreciation, has a pretty knack of employing the concept and, above all, owns efficient management capability. In fact, due to the backgrounds of B&B owners interviewed which differ greatly, their performance varies conspicuously. As a result, some are prosperous and others, struggling for a living. As a feedback to their passions and even anxiety when facing aesthetic competitiveness, this study has made up an index which lists 18 check points of aesthetic competitiveness, hoping to help B&B owners in Taiwan prune unnecessary expenditure and increase vigor and appeals in their trade.Ketword: B&B, aesthetic, aesthetic competitiveness |
