The Study of Consumers’ Preferences for B&Bs in Taitung Area on Conjoint Analysis

[[abstract]]Due to the development of tourism and the change of the accommodations , B&Bs in Taitung area have become a popular and leisure industry. However, we hardly find the current researches about the consumers’ preferences. The study is the use of conjoint analysis to survey the consumers’ preferences in Taitung Area of B&Bs. First, the writer sifts the attributes of Taitung B&Bs from the first questionnaires, and then finds out the consumers’ preferences from the second questionnaires. In accordance with the utility of each attribute, the writer analyzes consumer’s preferences influenced by the different market segmentations, and finally surveys the changes between standards of product attributes and consumers’ willingness to pay the price. The first and second questionnaires focus on people who travel to Taitung. According to results of the first survey, seven attributes of “facilities of room”, “types of room”, “electric equipment of room”, “booking services”, “offering bicycles”, “advertising”, and “prices” are determined. Using sixteen stimulus set constructions which are produced by orthogonal arrays to proceed the second questionnaires and putting the segment variables into utility values, the writer finds out three market segmentations called “facility-oriented”, “price-oriented”, “room-oriented”, and analyzes the relative importance of the attributes of each segment and the best product portfolio that could provide the information about Taitung B&Bs