Marketing strategies for mid-/low-end B&Bs in China: A SWOT analysis
Vol 8, Issue 1, 2023, Article identifier:
VIEWS - 373 (Abstract) 137 (PDF)
Abstract
With the implementation of the rural revitalization strategy and the promotion of the sharing economy, the boom of the domestic B&B industry has set off and the B&B industry has entered a period of explosive growth. The prosperity of the B&B market has attracted a large number of investors to invest and operate B&Bs, especially small-scale accommodations with low thresholds and small investments. Hence, such mid-/low-end B&Bs occupy the mainstream position in the B&Bs market. Therefore, there is a need to investigate this new phenomenon from different facets and perspectives in the commercial accommodation market, such as tourists, policymakers, community hosts, and stakeholders. Collectively, this study aimed at providing marketing strategies for the future development and expansion of mid-/low-end B&Bs in the Chinese domestic market by analyzing their Strengths (S), Weaknesses (W), Opportunities (O) and Threats (T) as well as SWOT matrix of SO, WO, ST, and WT.
Keywords
Full Text:
PDFReferences
1. Yuan J, Tsai T, Chang P. Toward an entrepreneurship typology of bed and breakfasts. Journal of Hospitality & Tourism Research 2018; 42(8): 1315–1336. doi: 10.1177/1096348017736570.
2. Wang S, Hung K. Customer perceptions of critical success factors for guest houses. International Journal of Hospitality Management 2015; 48: 92–101. doi: 10.1016/j.ijhm.2015.05.002.
3. Getz D, Page S. Conclusions and implications for rural business development. The Business of Rural Tourism: International Perspectives 1997; 191–205.
4. Zhao Y, Chau KY, Shen H, et al. The influence of tourists’ perceived value and demographic characteristics on the homestay industry: A study based on social stratification theory. Journal of Hospitality and Tourism Management 2020; 45: 479–485. doi: 10.1016/j.jhtm.2020.10.012.
5. Hsieh YC, Lin YH. Bed and breakfast operators’ work and personal life balance: A cross-cultural comparison. International Journal of Hospitality Management 2010; 29(4): 576–581. doi: 10.1016/j.ijhm.2009.10.018.
6. Wang S, Hung K, Li M. Development of measurement scale for functional congruity in guest houses. Tourism Management 2018; 68: 23–31. doi: 10.1016/j.tourman.2018.02.018.
7. Feng Y, Chen X, Lai I. The effects of tourist experiential quality on perceived value and satisfaction with bed and breakfast stays in southwestern China. Journal of Hospitality and Tourism Insights 2020; 4(1): 121–135. doi: 10.1108/JHTI-02-2020-0015.
8. Jiang G, Li Y, Zhang S, Ruan W. How to impress guests: Key factors and strategy configurations for the accommodation memories of homestay guests. Journal of Hospitality and Tourism Management 2022; 50: 267–276. doi: 10.1016/j.jhtm.2022.02.017.
9. Karki K, Chhetri BBK, Chaudhary B, Khanal G. Assessment of socio-economic and environmental outcomes of the homestay program at Amaltari village of Nawalparasi, Nepal. Journal of Forest and Natural Resource Management 2019; 1(1): 77–87. doi: 10.3126/jfnrm.v1i1.22655.
10. Nuntsu N, Tassiopoulos D, Haydam N. The bed and breakfast market of Buffalo City (BC), South Africa: Present status, constraints and success factors. Tourism Management 2004; 25(4): 515–522. doi: 10.1016/S0261-5177(03)00125-0.
11. Timothy DJ, Teye VB. Tourism and the lodging sector. New York: Elsevier Inc.; 2009.
12. Yang R. Research on the B&B (bed and breakfast) market network attention in China based on Baidu index. In: Proceedings of the 2019 2nd International Workshop on Advances in Social Sciences (IWASS 2019); 2019 Nov 28–30; London. New York: Francis Academic Press; 2019. p. 37–44.
13. Birendra KC. Ecotourism for wildlife conservation and sustainable livelihood via community-based homestay: A formula to success or a quagmire? Current Issues in Tourism 2021; 24(9): 1227–1243. doi: 10.1080/13683500.2020.1772206.
14. Chen L, Lin S, Kuo C. Rural tourism: Marketing strategies for the bed and breakfast industry in Taiwan. International Journal of Hospitality Management 2013; 32: 278–286. doi: 10.1016/j.ijhm.2012.07.005.
15. Ma H, Huang S, Wang M, et al. Evaluating tourist experience of rural homestays in coastal areas by importance–performance analysis: A case study of homestay in Dapeng New District, Shenzhen, China. Sustainability 2022; 14(11): 6447. doi: 10.3390/su14116447.
16. Kulshreshtha S, Kulshrestha R. The emerging importance of “homestays” in the Indian hospitality sector. Worldwide Hospitality and Tourism Themes 2019; 11(4): 458–466. doi: 10.1108/WHATT-04-2019-0024.
17. Peng L, Lu J, Luo J, Wang Y. A combination of FDM, DEMATEL, and DANP for disclosing the interrelationship of influencing factors in rural homestay business: Empirical evidence from China. Sustainability 2022; 14(16): 10341. doi: 10.3390/su141610341.
18. Helms MM, Nixon J. Exploring SWOT analysis—Where are we now?: A review of academic research from the last decade. Journal of Strategy and Management 2010; 3(3): 215–251. doi: 10.1108/17554251011064837.
19. Humphrey AS. SWOT analysis. Long Range Planning 2005; 30(1): 46–52.
20. Kim HS, Tang M. Traffic light signpost labeling system with SWOT analysis focused on healthy China action. Culinary Science & Hospitality Research 2021; 27(9): 143–152. doi: 10.20878/cshr.2021.27.9.014.
21. Reihanian A, Mahmood NZB, Kahrom E, Hin TW. Sustainable tourism development strategy by SWOT analysis: Boujagh National Park, Iran. Tourism Management Perspectives 2012; 4: 223–228. doi: 10.1016/j.tmp.2012.08.005.
22. Benzaghta MA, Elwalda A, Mousa MM, et al. SWOT analysis applications: An integrative literature review. Journal of Global Business Insights 2021; 6(1): 55–73. doi: 10.5038/2640-6489.6.1.1148.
23. Kenan T, Pislaru C, Elzawi A. Trends and policy issues for the e-learning implementation in Libyan Universities. International Journal of Trade Economics and Finance 2014; 5(1): 105–109. doi: 10.7763/IJTEF.2014.V5.349.
24. Abdel-Basset M, Mohamed M, Smarandache F. An extension of neutrosophic AHP–SWOT analysis for strategic planning and decision-making. Symmetry 2018; 10(4): 116. doi: 10.3390/sym10040116.
25. Dutta P. Human health risk assessment under uncertain environment and its SWOT analysis. The Open Public Health Journal 2018; 11(1). doi: 10.2174/1874944501811010072.
26. Bhatta K, Ohe Y, Ciani A. Which human resources are important for turning agritourism potential into reality? SWOT analysis in rural Nepal. Agriculture 2020; 10(6): 197. doi: 10.3390/agriculture10060197.
27. Setiawan B, Trisdyani NLP, Adnyana PP, et al. The profile and behavior of ‘digital tourists’ when making decisions concerning travelling case study: Generation Z in south Jakarta. Advances in Research 2018; 17(2): 1–13. doi: 10.9734/AIR/2018/43872.
28. Wang X, Wang L, Niu T, Song M. An empirical study on the satisfaction of rural leisure tourism tourists based on IPA method. Computational Intelligence and Neuroscience 2022; 2022: 1–11. doi: 10.1155/2022/7113456.
29. Zheng J. The new look of post-modern tourism products. Tourism Tribune 2014; 29(8): 5–7.
30. Yang X, Cao X. The poverty alleviation effect of public services and social development opportunities. Environment and Social Psychology 2022; 7(1). doi: 10.18063/esp.v7.i1.1379.
31. Kuo CM, Tseng CY, Chen L. Choosing between exiting or innovative solutions for bed and breakfasts. International Journal of Hospitality Management 2018; 73: 12–19. doi: 10.1016/j.ijhm.2018.01.015.
32. Zhou X, Wang Y, Ma P. Survey on the tourist satisfaction of rural homestay based on the theory of importance–performance analysis. Frontiers in Psychology 2022; 13: 940345. doi: 10.3389/fpsyg.2022.940345.
33. Gao H, Tan X. Study on impact factors of China B&B customer satisfaction. American Journal of Industrial and Business Management 2022; 12(3): 302–308. doi: 10.4236/ajibm.2022.123017.
34. Cai G, Xu L, Gao W. The green B&B promotion strategies for tourist loyalty: Surveying the restart of Chinese national holiday travel after COVID-19. International Journal of Hospitality Management 2021; 94: 102704. doi: 10.1016/j.ijhm.2020.102704.
35. Guo W, Tang D. The construction of intelligent emotional analysis and marketing model of B&B tourism consumption under the perspective of behavioral psychology. Frontiers in Psychology 2022; 13: 904352. doi: 10.3389/fpsyg.2022.904352.
36. Sood, J. Homestays in Himachal State, India: A SWOT analysis. Journal of Tourism Management 2016; 17(2): 69–81.
37. Bizarrias FS, Santos JN, Ferreira MCO, et al. Intention to buy sustainable products based on consumer’s information and perceptions about “green”: The mediating role of attitudes. Environment and Social Psychology 2019; 4(2). doi: 10.18063/esp.v3.i2.726.
DOI: https://doi.org/10.18063/esp.v8.i1.1619
(373 Abstract Views, 137 PDF Downloads)
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Shuting Tao, Mengke Jia, Xiaoyu Jin
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.