Bed and breakfast industry adopting e-commerce strategies in e-service

This study aims to explore and empirically build a model for the burgeoning bed and breakfast (BB) industry adopting e-commerce strategies in e-service. According to this research, Taiwanese BB operators consider two resource advantages, four competitive advantages, and two performance advantages of e-commerce strategies. Resource advantage also has positive effects on competitive advantage. Both have positive effects on performance advantage. The paper proposes an optimal e-commerce strategic model and uses a longitudinal analysis method and three-stage design to survey data, which are analyzed by descriptive statistics, factor analysis, and linear structural relations so as to investigate the structural equation model in fitting BBs' adoption of an e-commerce strategy model. These new methods and contributions provide an in-depth understanding of the BB industry adopting e-commerce strategies in e-service, and can advise and help BB operators to survive through e-commerce strategies. Finally, this research proposes an optimal e-commerce strategic model for the BB industry and presents the management implications of this study.