Abstract
The Internet is one of the most widely used channels for the purpose of micromarketing (also called local or individual marketing). The e-commerce platform built on the internet brings new opportunities for the tourism industry.Kinmen is dominated by clan society. The influence of clan society can also be seen there on the management and marketing of a bed and breakfast (B&B). The operators of B&Bs have limited knowledge on e-commerce and rely on the supports from relatives to reach their business objectives. This study aims to discuss how the existing marketing approach influence by the clan culture, to examine if the appearance of e-commerce platform will stimulate the adoption of micromarketing and improve the quality of tourism service, to analyze the benefits and cultural struggle of B&B industry when entering new marketing platform.The methods of secondary analysis and case study are used in this study. The result shows that entering e-commerce marketing platform helps operators to reach more potential customers. But the differentiation of tourism service is the key for matching demand to supply. Its differentiation relies on the provision of festival activities, local food and accommodations supported by clan society. Clan relatives who operate their own B&B can also help to reduce the fluctuation of coming consumers during peak and off peak times. In general, B&B operators have to combine the advantages of e-commerce and clan culture in order to increase the total benefits of their business.
Author Information
Wen-Hong Huang, National Quemoy University, Taiwan
Teng-Yi You, National Quemoy University, Taiwan
Liang Tsai, National Quemoy University, Taiwan
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