1. Main information
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 the core competitive resources. Family members are the main production units of B&B, so people's humanistic feelings and quality 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 personal charm of the host determines the charm of the hotel. Self-cultivation can be vividly presented to customers in private owners. 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.
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.
Encourage policies and the government's strong support for the homestay project.
The huge tourism market can meet the development needs of hotels. The principle of customer segmentation, first, the principle of territoriality, that is, according to the core resources, to determine the customer group. The second is the adsorption principle, that is, B&B's value proposition will gather target customers.
3. Optional conditions
B&B can choose areas where accommodation facilities are tight, or areas with characteristic houses in tourist areas during peak season.
Second, the B&B development model.
The development of homestays mainly includes four modes, namely, self-hair, association, government-led and developer-led.
B&B project development and operation mode (dry goods! )
Third, B&B's product development types
The core proposition of B&B's development and operation is to provide in-depth cultural experience and daily happiness, so that when passengers leave, they take away stories and memories. 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. Main products
Combined with the interests of the organizers, we will create leisure experience activities of creative homestays, such as DIY crafts, leisure and entertainment centers, music rooms, sand painting production, tea tasting and so on.
3. Support products
On the one hand, it is a sideline, providing catering, shopping, leisure and other supporting products besides accommodation, such as cafes, restaurants and specialty sales. 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, ancient architecture sightseeing, scenic spots sightseeing and so on. Fourthly, the design of B&B project business model.
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 believe that the choice of hotel business model 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 customer group. 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 hotel owners. The so-called truth is to return to nature, return to nature, and blend in with 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 yearning for a green, healthy, natural and poetic life. It can not only achieve the balance of 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 through "key resources" and "key activities".
Key resources. The key resource is a bargaining chip to achieve profitability. Generally speaking, 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 hotels. Family members are the main production units of B&B, so people's humanistic feelings and quality 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 personal charm of the host determines the charm of the hotel. Self-cultivation can be vividly presented to customers in private owners.
Customer segmentation. Being able to accurately determine the target customer circle is the key factor for B&B to formulate market positioning, product and packaging, pricing and sales strategy, and it is also the need of B&B's differentiated competition. The principle of customer segmentation is 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. The scale of B&B's small enterprises 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 consistent with word of mouth; Third, as a means of customer maintenance, promote customers to buy many times for a long time. So brand and word of mouth are the most important channels for B&B.
Customer relationship. "Affection" is the best interpretation of customer relationship. Living in a homestay means "going home" and relaxing. The essential difference between a B&B and a hotel is that the B&B highlights "people" while the protagonist of the hotel is "guests". The owner of the homestay creates a "home away from home", which contains a spiritual realm and pursues individual harmony and self; 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 cannot be experienced in real life during the "stay". The feeling of "home" in the homestay will also become her long-term competitiveness.
Sources 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, the long industrial chain, related function expansion 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's development and innovation.
Key business. Safety, hygiene and environmental protection should be the hard targets of key businesses. 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 the main means to build a commercial value chain. There must be a story in the land, a story in the store, a story in people and a story in products, so that the hotel can last for a long time.