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

1、此文档是毕业设计外文翻译成品（ 含英文原文+中文翻译），无需调整复杂的格式！下载之后直接可用，方便快捷！本文价格不贵,也就几十块钱！一辈子也就一次的事！外文标题：Bed and Breakfast Industries: Successful Marketing Strategies外文作者：So Yon Lee, Johnny Sue Reynolds ,Lisa R. Kennon文献出处: JOURNAL OF TRAVEL & TOURISM MARKETING,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

2、(字符就是印刷符)，中文8448汉字。Bed and Breakfast Industries: Successful Marketing StrategiesABSTRACT:The purpose of this study was to determine the types of marketing strategies and the perceived success of these strategies by bed and breakfast owners/operators. In order to identify marketing strategies involve

3、d in operating bed and breakfasts, a descriptive study was conducted. The sampling frame included the 1,140 bed and breakfast owners/operators listed in the Texas Hotel Occupancy Tax Accounts Report. A simple random sample of 775 of this population was chosen and a response rate of 36% was obtained.

4、 Three primary marketing strategies were found to be used most frequently by bed and breakfast operations: word-of-mouth (98.9%), Chambers of Commerce (94.7%), and brochures (89.7%). In addition, word-of-mouth marketing was considered as the most successful marketing strategy. KEYWORDS:Bed and break

5、fast, innkeeper, marketing strategiesINTRODUCTIONIn the early 1980s, U.S. bed and breakfast operations numbered no more than 1,000, but that number has increased to at least 20,000. In order for the bed and breakfast operation to be successful, visibility to targeted customers is critical. Marketing

6、 is one of the most important tasks for bed and breakfast operations; however, it frequently gets neglected. Many bed and breakfast opera- tors become frustrated with marketing because of the lack of immediate gratification (Davies, Hardy, Bell, & Brown, 1996; PAII, July 2000). “Marketing is experim

7、entation in its most difficult form” (PAII, July 2000, p. 1). The primary marketing approaches used by bed and breakfast operations are brochures, directories, guidebooks, newspaper ads, and reservation services, with word-of-mouth advertising being the most effective (Lubetkin, 1999). Carefully pla

8、nned and well-performed marketing strategies can help ensure that travelers will tell others about the comforts and advantages of bed and breakfast accommodations (Zane, 1997).REVIEW OF LITERATUREBed and breakfast operations have become increasingly popular with travelers who do not want to stay in

9、conventional hotels or motels. These travelers are looking for a place to relax (Schiff, 1993). Most travelers who stay in bed and breakfasts are looking for short vacations, relatively close to home where they can find uniqueness, not necessarily in the location, but in the accommodations themselve

10、s (Lanier & Berman, 1993).In general, bed and breakfast guests form an affluent group. The majority of guests in country-inns and bed and breakfasts are baby boomers with a median age of 44. More than half of all bed and breakfast guests come from house- holds that are located in the wealthiest area

11、s of the nation. Knowing that bed and breakfast guests are independent, relatively wealthy, well educated and frequent travelers, operators should develop effective marketing strategies to find those individuals, attract them to the property, and treat them with friendly, personal service which can

12、generate new and repeat business (Zane, 1997). Industry experts predict that bed and breakfast operations will achieve a more prominent role within the hospitality industry. State tourism offices include bed and breakfast listings in their materials. In addition, there is in- creased standardization

13、 of ratings by organizations such as the American Automobile Association (AAA), Mobil, and the American Bed and Breakfast Association. These organizations are generating positive word-of-mouth communication among innkeepers (Lanier & Berman, 1993).CONSUMER CHARACTERISTICSTraditionally, bed and break

14、fasts have attracted tourists and other leisure travelers. Bed and breakfasts also promote themselves to other markets, including female business travelers, business groups, mature travelers, travelers on short vacations, third generation guests, and those travelers attending various types of social

15、 events.Female Business TravelersMany female business travelers seek lodging at bed and breakfast operations because of the security, intimacy, quaintness, attractive appointments, and relaxing home away-from-home atmosphere (Kelley & Marquette, 1996). Fodors survey showed that of travelers who have

16、 stayed at a B&B, 76% of women prefer to stay at a bed and breakfast when they travel, compared to 60% of men (Kalis, 1996). “The bed and breakfast now courts corporate travelers with special weekday rates, business equipment, and work-friendly personal attention” (McDaniel, 1999, p. 87). The occupancy rate for female business travelers doubled when a room was equipped with fax machines and large in-room desks (Kalis, 1996). And, prices may ev