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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14.docx

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外文标题：

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。

BedandBreakfastIndustries:

SuccessfulMarketingStrategies

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&Berman,1993）.

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,pricesmayev