| dc.description.abstract | According to the statistics of the Tourism Statistics Database of the Taiwan Tourism Bureau, the total number of homestays in Taiwan continues to rise. Legal homestays or illegal ones in Tainan city are showing a positive growth trend every year. Whether it is a legal homestay or a illegal one, it both has its consumers who love it, so this represents that it also has its own way of business.
In order to analyze the marketing and management strategies of legal homestays and illegal homestays, and the feedback of consumers′ staying experience. This study would make the selection of different types of cases, in-depth interviews were conducted on the owner side and the consumer side, by using the STP Theory and the Marketing Theory of 7Ps as the basic structure for owner side interviews, to discuss the differences in business strategies of different types of homestay; and to use the four major aspects of the staying experience compiled by this study as the basic structure for consumer side interviews, to discuss the differences between the operating effectiveness of legal homestays and illegal homestays through the consumer′s views and experiences on legal homestays and illegal homestays.
According to the content of in-depth interviews, legal homestays providing stable staying quality by its advantage which are large-scale equipment and standardized services. In addition, the legal homestay also focus on brand management, and exerts the brand value through the marketing of the brand, thereby consolidating their high-quality and stable customers. If it can strengthen the service experience, then would catch more consumers’ mind. Illegal homestays is good at price competition, with competitive prices and comfortable rooms as the main advantage, emphasizing high Cost-Performance ratio, attracting budget customers. If it can strengthen the brand connection between the homestay and customers, then it can create more value and can even provide better quality. | en_US |