1. Development conditions of B&B
1. Main conditions
There are attractive resource conditions around the project and itself, including natural resources and human resources, which can attract a large number of tourists. We believe that human resources are core competitive resources. Family members are the main production units of homestays, so people's humanistic feelings and qualities often become the core elements of key resources and the best carrier to convey the core values of truth, goodness and beauty. The host is the soul of the hotel. The host's personal charm determines the charm of the hotel. Self-cultivation and self-cultivation can be vividly presented to customers in the private host. The development of homestays must take "tourism+accommodation+happiness experience" as the core content, in which happiness experience includes humanities and folk customs, traditional food, historical anecdotes, aesthetic cultivation, environmental protection and health, etc.
of course, in addition to human resources, a beautiful and livable climate is also very important, suitable for tourists to live and stay.
2. Secondary conditions
Good location conditions, located in popular tourist areas and convenient traffic routes.
Encouraging policies, strong government support for homestay projects.
the huge tourist market can meet the development needs of homestays. The principle of customer segmentation, first, the principle of territoriality, that is, according to the core resources owned, determines the customer group. The second is the principle of adsorption, that is, the value proposition of B&B will gather target customers.
3. Optional conditions
B&B investment and development can choose areas with tight accommodation facilities or areas with distinctive residential buildings in the peak season of tourist areas.
II. B&B development mode
B&B development mainly includes four modes, namely, self-development, association, government-led and developer-led.
B&B project development and operation mode (dry goods! )
III. Product development types of B&B
The core proposition of the development and operation of B&B is to provide in-depth cultural experience, and the other is to provide daily and life-oriented happiness, so that passengers can take stories and memories with them when they leave. Therefore, the development of homestay products must not be limited to accommodation and simple catering, but should include more experiential and daily products. We divide B&B products into basic products, special products and supporting products.
1. basic products
provide the most basic accommodation and catering services that meet the standards, including various themes or types of homestays and special breakfasts.
2. Featured products
Combining the hobbies of residents and hosts, we will create leisure experience activities of creative homestays, such as DIY handicrafts, leisure and entertainment centers, music rooms, sand painting making and tea tasting.
3. Supporting products
On the one hand, it is a sideline product that provides catering, shopping, leisure and other supporting products other than accommodation, such as cafes, restaurants, specialty sales, etc. On the other hand, tourism products, combined with surrounding resources and scenic spots to create theme tourism activities, such as farming experience, fishing, hot spring bath, grass skiing, sightseeing of ancient buildings, scenic spots and so on. Iv. design of business model of hotel project
today, the competition between enterprises is not the competition between products, but the competition between business models. To a great extent, choosing a suitable business model is the key to the healthy development of the hotel industry and winning the competition. We think that the choice of the business model of the hotel industry needs to be considered from the following aspects:
Value proposition. Value proposition is used to describe a series of products and services that create value for a specific segment of customers. This is the key to establishing a successful business model and the core connotation of the hotel. "Truth", "goodness" and "beauty" should be the value convergence of all homestay owners. The so-called truth means returning to nature, returning to nature and blending into nature; The so-called goodness means respecting nature, conforming to nature and protecting nature; Beauty is beauty, food, affection and beauty. B&B is a home away from home, which can satisfy people's longing for a green, healthy, natural and poetic life. It can not only realize the balance between body and mind, but also experience the elegant collection of oriental aesthetics. Of course, the value proposition is not illusory and needs to be reflected by "key resources" and "key activities".
key resources. The key resource is a bargaining chip to achieve profitability. In general, key resources include two categories, namely natural resources and human resources. The so-called natural resources, or beautiful scenery, or profound historical background, so homestays originally developed from tourist destinations. However, we believe that human resources are the core competitive resources of the hotel. Family members are the main production units of homestays, so people's humanistic feelings and qualities often become the core elements of key resources and the best carrier to convey the core values of truth, goodness and beauty. People are the soul of homestay. The host's personal charm determines the charm of the hotel. Self-cultivation and self-cultivation can be vividly presented to customers in the private host.
customer segmentation. Being able to accurately determine the target customer circle is the key factor for B&B to formulate market positioning, products and packaging, pricing and sales strategies, and it is also the need for differentiated competition of B&B. The principle of customer segmentation, first, the principle of territoriality, that is, core resources determine customer groups. The second is the adsorption principle, that is, the value proposition will gather the target customers.
circle marketing. B&B's small business scale determines the limitations of its sales channels, and "circle marketing" is an effective method. "Circle marketing" is the effective transmission of brand information and the expansion of customers; Second, brand recognition tends to be more consistent with word of mouth; Third, as a means of customer maintenance, it promotes customers to buy many times for a long time. Therefore, brand and word of mouth are the most important channels for B&B.
customer relationship. "Family" is the best interpretation of customer relationship. Living in a homestay means "going home", relaxing and relaxing. The essential difference between homestays and hotels lies in that homestays highlight "people" while hotels' protagonists are "guests". The owner of the homestay creates a "home away from home", which contains a spiritual realm and pursues the harmony and self of the individual; Secondly, it is "national", full of local culture and customs, with a touch of nostalgia. The purpose of "people" living here is not simply to stay, but to enjoy spiritual products that can't be experienced in real life during the time of "staying". The feeling of "home" in the homestay will also become her long-term competitiveness.
source of income. The income source of B&B is mainly room income, which is single and has certain limitations. People can also consider relying on the surrounding tourism resources to provide business projects with local characteristics, which have strong synergy and integration ability with other tourism products. At the same time, long-term industrial chain, expansion of related functions and multi-industry linkage are also important aspects for B&B to increase its income sources. Therefore, derivative products and derivative services are the main focus of B&B development and innovation.
key business. Safety, hygiene and environmental protection should be the hard indicators of key business. In addition to the comfort of accommodation function, "knowledge interest", "interactive experience" and "spiritual dependence" are the key directions to be considered in designing key businesses. At the same time, the design of story-telling and scene-experiencing products is a main method to build business value chain. There must be a story in the land, a story in the shop, a story in people, and a story in products, so that this hotel can last for a long time.