Bed and breakfast industry adopting e-commerce strategies in e-service

Abstract

This study aims to explore and empirically build a model for the burgeoning bed and breakfast (B&B) industry adopting e-commerce strategies in e-service. According to this research, Taiwanese B&B operators consider two resource advantages, four competitive advantages, and two performance advantages of e-commerce strategies. Resource advantage also has positive effects on competitive advantage. Both have positive effects on performance advantage. The paper proposes an optimal e-commerce strategic model and uses a longitudinal analysis method and three-stage design to survey data, which are analyzed by descriptive statistics, factor analysis, and linear structural relations so as to investigate the structural equation model in fitting B&Bs' adoption of an e-commerce strategy model. These new methods and contributions provide an in-depth understanding of the B&B industry adopting e-commerce strategies in e-service, and can advise and help B&B operators to survive through e-commerce strategies. Finally, this research proposes an optimal e-commerce strategic model for the B&B industry and presents the management implications of this study.

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