Research on Marketing Strategy of Family Inns in Taipei

The aim of this research is to explore the current marketing strategies of family inns industry in Taipei based on the marketing theory of 7Ps. This research focuses on the successful ways and failure problems of the marketing strategies of family inns, and then concludes and analyzes the data based on the interview of the operators of 4 family inns and the questionnaire survey of guests satisfaction of accommodation. According to the findings and quantitative analysis, the research finds that there are some successes on the physical evidence design of the inside and outside of the Family inn, good service provided by the operators and staffs, accurate market positioning and pricing. However, lacking of personal hygiene items such as toilet requisites, low hygiene and sanitary of rooms, narrow marketing channel and no promotion designs could be the existing problems. Finally, this study provides some suggestions for the operators of family inns in order to improve their service quality by providing more healthy room conditions, setting up flexible types of room, and improving the room items offered. Furthermore, this research also proposes the marketing strategy on how to increase the publicity by advertising in different family inn or B&B websites, and how to design some promotional campaigns, which would be helpful for owners of family inns on improving their marketing strategies. This research also contributes to the development of marketing theory of family inns industry.