Rural tourism: Marketing strategies for the bed and breakfast industry in Taiwan

Market segmentation based on consumer motivation has proven to be one of the most valuable marketing tools for business promotion. The current study segments the bed and breakfast (B&B) market to better understand the different characteristics and demands of visitors to B&Bs in Taiwan. Our findings can assist B&B operators to determine resource allocation in developing marketing strategies.This study methodology utilized a questionnaire survey. Four clustered segments were identified based on five motivational factors. Based on our findings, most B&B visitors were repeat customers from nuclear families. They were well-educated with low to mid-range median family incomes. Though websites and travel guidebooks were expected to be the dominant sources of information on B&Bs for such visitors, word-of-mouth was found to be the most effective advertising channel for B&B accommodation choices.