A Comparative Study on The Relationship among Regional B

However, there is still lack of effective marketing strategies for the B & B operators. Due to spatially clustered phenomenon, and the B & B as part of the tourism supply system, this project argues that an effective marketing strategy for B & B industry should be based on whole destination rather than single B & B unit, and be branded to create its personality.

Thus, this project extends past researches in destination branding by integrating brand personality, destination image and tourist’s willingness-to-return variables to explore their interrelationship. The results indicated that B & B destination images have positive impact on B & B destination personality; B & B destination personality also has positive impact on tourist’s willingness-to-return; the effect of B & B destination image on tourist’s willingness-to-return was not statistically significant.