1、2400 英文单词， 1.3 万英文字符 ，中文 4100 字 文献出处： Crawford A, Deale C S, Merritt R. Taking the pulse of the B & B industry: An assessment of current marketing practicesC/ IEEE Frontiers in Education Conference. 2014:125-139. Taking the pulse of the B&B industry: An assessment of current marketing practices Alle
2、ah Crawford , Cynthia S Deale,Ryan Merritt Abstract The purpose of this study is to examine and identify the effective and useful marketing channels for B&B establishments. An updated assessment that focuses on varied marketing channels is needed as the recent research related to B&Bs and marketing
3、has strictly focused on the use of web-based tactics. The study used an electronic survey to gather information from B&B owners/operators regarding marketing channels used. Additionally semi-structured interviews were conducted. Best practices were also identified in the study. Although there is a h
4、igh degree of use and effectiveness of web-based marketing activities, the sample identified non web-based activities as well. Word-of-mouth marketing is still considered the most frequently used and highly effective marketing activity among B&B owner/operators. This research provides an understandi
5、ng of current marketing channels and best practices utilized by B&B owners/operators. Keywords： Bed and breakfast, lodging, marketing channels, best practices, semi-structured interviews Introduction A bed and breakfast (B&B) operation is defined as formerly a single family dwelling . . this owner-
6、occupied establishment has an equally mixed use as home and lodging (Oregon Bed and Breakfast Guild, 2011). According to the Professional Association of Innkeepers International (PAII, 2012), an estimated 17,000 Bed and Breakfast (B& B) lodging operations function in the United States (U.S.) and presently account for 3.4 billion dollars annually (PAII, 2010); however, the B&B concept is not a new one. In the U.S., B&Bs can be traced back to the earliest settlement of the country, wit
