Taking the pulse of the B & B industry: An assessment of current marketing practices

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 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 high 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 understanding of current marketing channels and best practices utilized by B & B owners/operators.