文档149关于民宿酒店营销策略有关的外文文献翻译成品:民宿行业:成功的营销策略中英文双语对照14Word文档格式.docx
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文档149关于民宿酒店营销策略有关的外文文献翻译成品:民宿行业:成功的营销策略中英文双语对照14Word文档格式.docx
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BedandBreakfastIndustries:
SuccessfulMarketingStrategies
外文作者:
SoYonLee,JohnnySueReynolds,LisaR.Kennon
文献出处:
JOURNALOFTRAVEL&
TOURISMMARKETING,2018,14
(1):
37-53,(如觉得年份太老,可改为近2年,毕竟很多毕业生都这样做)
英文5099单词,33516字符(字符就是印刷符),中文8448汉字。
ABSTRACT:
Thepurposeofthisstudywastodeterminethetypesofmarketingstrategiesandtheperceivedsuccessofthesestrategiesbybedandbreakfastowners/operators.Inordertoidentifymarketingstrategiesinvolvedinoperatingbedandbreakfasts,adescriptivestudywasconducted.Thesamplingframeincludedthe1,140bedandbreakfastowners/operatorslistedintheTexasHotelOccupancyTaxAccountsReport.Asimplerandomsampleof775ofthispopulationwaschosenandaresponserateof36%wasobtained.Threeprimarymarketingstrategieswerefoundtobeusedmostfrequentlybybedandbreakfastoperations:
word-of-mouth(98.9%),ChambersofCommerce(94.7%),andbrochures(89.7%).Inaddition,word-of-mouthmarketingwasconsideredasthemostsuccessfulmarketingstrategy.
KEYWORDS:
Bedandbreakfast,innkeeper,marketingstrategies
INTRODUCTION
Intheearly1980s,U.S.bedandbreakfastoperationsnumberednomorethan1,000,butthatnumberhasincreasedtoatleast20,000.Inorderforthebedandbreakfastoperationtobesuccessful,visibilitytotargetedcustomersiscritical.Marketingisoneofthemostimportanttasksforbedandbreakfastoperations;
however,itfrequentlygetsneglected.Manybedandbreakfastopera-torsbecomefrustratedwithmarketingbecauseofthelackofimmediategratification(Davies,Hardy,Bell,&
Brown,1996;
PAII,July2000).“Marketingisexperimentationinitsmostdifficultform”(PAII,July2000,p.1).Theprimarymarketingapproachesusedbybedandbreakfastoperationsarebrochures,directories,guidebooks,newspaperads,andreservationservices,withword-of-mouthadvertisingbeingthemosteffective(Lubetkin,1999).Carefullyplannedandwell-performedmarketingstrategiescanhelpensurethattravelerswilltellothersaboutthecomfortsandadvantagesofbedandbreakfastaccommodations(Zane,1997).
REVIEWOFLITERATURE
Bedandbreakfastoperationshavebecomeincreasinglypopularwithtravelerswhodonotwanttostayinconventionalhotelsormotels.Thesetravelersarelookingforaplacetorelax(Schiff,1993).Mosttravelerswhostayinbedandbreakfastsarelookingforshortvacations,relativelyclosetohomewheretheycanfinduniqueness,notnecessarilyinthelocation,butintheaccommodationsthemselves(Lanier&
Berman,1993).
Ingeneral,bedandbreakfastguestsformanaffluentgroup.Themajorityofguestsincountry-innsandbedandbreakfastsarebabyboomerswithamedianageof44.Morethanhalfofallbedandbreakfastguestscomefromhouse-holdsthatarelocatedinthewealthiestareasofthenation.Knowingthatbedandbreakfastguestsareindependent,relativelywealthy,welleducatedandfrequenttravelers,operatorsshoulddevelopeffectivemarketingstrategiestofindthoseindividuals,attractthemtotheproperty,andtreatthemwithfriendly,personalservicewhichcangeneratenewandrepeatbusiness(Zane,1997).Industryexpertspredictthatbedandbreakfastoperationswillachieveamoreprominentrolewithinthehospitalityindustry.Statetourismofficesincludebedandbreakfastlistingsintheirmaterials.Inaddition,thereisin-creasedstandardizationofratingsbyorganizationssuchastheAmericanAutomobileAssociation(AAA),Mobil,andtheAmericanBedandBreakfastAssociation.Theseorganizationsaregeneratingpositiveword-of-mouthcommunicationamonginnkeepers(Lanier&
CONSUMERCHARACTERISTICS
Traditionally,bedandbreakfastshaveattractedtouristsandotherleisuretravelers.Bedandbreakfastsalsopromotethemselvestoothermarkets,includingfemalebusinesstravelers,businessgroups,maturetravelers,travelersonshortvacations,thirdgenerationguests,andthosetravelersattendingvarioustypesofsocialevents.
FemaleBusinessTravelers
Manyfemalebusinesstravelersseeklodgingatbedandbreakfastoperationsbecauseofthesecurity,intimacy,quaintness,attractiveappointments,andrelaxinghomeaway-from-homeatmosphere(Kelley&
Marquette,1996).Fodor’ssurveyshowedthatoftravelerswhohavestayedataB&
B,76%ofwomenprefertostayatabedandbreakfastwhentheytravel,comparedto60%ofmen(Kalis,1996).“Thebedandbreakfastnowcourtscorporatetravelerswithspecialweekdayrates,businessequipment,andwork-friendlypersonalattention”(McDaniel,1999,p.87).Theoccupancyrateforfemalebusinesstravelersdoubledwhenaroomwasequippedwithfaxmachinesandlargein-roomdesks(Kalis,1996).And,pricesmayevenalluremorefemaleguestsbecauseratescouldbe40%lowerthanthoseatlargehotelsinthesamearea(McDaniel,1999).
BusinessTravelers/SmallConferences
Bedandbreakfastsaretargetingothertypesofbusinesstravelersandsmallcorporateconferences.Manybedandbreakfastoperationshaveattractedcorporatemeetingsbyofferingsuchamenitiesasfaxmachines,computerhook-ups,audio-visualequipment,andergonomicchairs.Businesstravelerslookforthesamelevelofexperienceintheirbusinesstravelthattheyenjoyintheirleisuretravel.Moreandmoreinnsarerenovatingtheiroperationstoaccommodatebusinesstravelersandconferencegroups(Lanier&
Berman,1993).Thesebedandbreakfastoperationsprovidequalityandguaranteedconveniencessuchasin-roomphones,faxes,andInternetaccess.Asoftwareprogramcalledthe“Traveler’sGuidetoInnsandB&
Bs”hasover750listingsofserviceslikebusinessservices,airportpickup,andconferencefacilities.OntheInternet,therearelistingsofbedandbreakfastswithinformationincludinglocation,typesofrecreationavailable,corporaterates,androomamenities(Kalis,1996).
MatureTravelers
Therearegeneralconsumerdemographiccharacteristicsoftenassociatedwithmaturetravelers.Thesecharacteristicsincludehavingsignificantdiscretionarydollarsavailableaswellasbeingdiscerningconsumerswhoarenotlikelytomakeimpulsivepurchasingdecisions.Often,maturetravelersenjoyspendingtimewiththeirfamilyandfriendsaswellasspendingtimeshopping.Theymayalsofocusonhealthfuleatingandexercise.Maturetravelersgenerallyhavethedesiretotravelandoftenhavetheavailabletimetodoso.Theyareoftenarecharacterizedasbookingextendedstaysatlodgingoperations.Maturetravelersarefurthercharacterizedasdiscriminatingconsumerswhooftenutilizehotelandrestaurantservicesatnon-peakperiods.And,whentheyareprovidedwithgoodqualityandvalue,theyoftenbecomerepeatcustomers(Carlino,1994).Today’smaturetravelersarebettereducatedandmoreexperiencedconsumersofhospitalityproductsandservices.Theyareusuallyhealthierandmoreactivethanweretheirpredecessors(Author,1991;
Lago&
Proffley,1993).
TravelersonShortVacations
Bedandbreakfastsappealtotravelerswhotakeshortvacationsrelativelyclosetohome.Bedandbreakfastsareplaceswhereguestscanfindvariety,notnecessarilyinthelocation,butintheaccommodationsthemselves.Manyfamilieshavedualincomesandreducedvacationtime,conditionswhichsupportbedandbreakfastpatronage(Lanier&
Berman,1993).AccordingtoasurveyconductedbySales&
MarketingManagement,eachyearmanypeopledonotusealloftheirvacationtime(Rasmusson,1997).Abedandbreakfastweekendistheperfectcompromiseforthosepersonswhocannotgetawayfromtheofficeforlongperiodsoftime.
ThirdGenerationGuests
PatHardy,ExecutiveDirectorofPAII(ProfessionalAssociationofInn-keepersInternational)andanexpertonbedandbreakfasts,suggeststhatpartofbedandbreakfastoperations’successcomesfromdevelopingthe“thirdgeneration”ofguests.Firstgenerationguestsareadventurerswhowouldstayanywhere,buttheyneverreturntothesameplace.Secondgenerationguestsarelessadventurousandprefertofollowrecommendationsfromothers.Thethirdgenerationguestsarecommittedguestswhoalwaysreturntothesameplace(Lanier&
Berman,1993).Thirdgenerationguestsaremorelikelytobecharacterizedasguestswhoareinslightlylowerincomebrackets,whoarelessabletoaffordfinancialrisks,andwhohavenotoftentraveledoutoftheirhomestate.Theydonotfitthecurrenttypicalbedandbreakfasttravelerprofile,butrepresentalargeelementoftheAmericanpopulation(Lanier&
Berman,1993).Researchfromthe2000IndustryStudyofBedandBreakfast/CountryInnsfoundthat24percentofatypicalinn’sguestsarerepeatandreferredcustomers.Thistypeofloyaltymakesinnsalmostrecession-proof(Mandelbaum,2001).
MARKETINGSTRATEGIES
Brochures,directories,guidebooks,newspaperads,andreservationserviceshavebeenfoundtobetheprimarymarketingstrategiesforbedandbreakfastoperations.Topromotebedandbreakfastoperations,word-of-mouthadvertisingoftenhasbeenthemosteffectivestrategy(Lubetkin,1999).Manyguestsmentionword-of-mouthreferrals,brochures,andbedandbreakfastguidebooksassourcesoftheirinformation(Dawson&
Brown,1988).InthenortheastareaoftheUnitedStates,guidebooksarevaluablesourcesforinvestigatingbedandbreakfastoperationsandothertypesofpropertiessuchasB&
Binns,B&
Bhotels,andcountryinns.PropertieslikecountryinnsandMidwesternpropertiesaremostlikelytobenefitfromword-of-mouthreferrals(Zane,1997).Arecentstudy(Lituchy&
Rail,2000)foundthatbedandbreak-fast
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