Notice of RetractionThe Relationships among Personality Traits, Involvement, Perceived Value, Behavior Intention of Managers of 'Taiwan Host' B&Bs

Abstract

As Taiwan government has put considerable efforts into the promotion of tourism, staying with B&Bs has become one of the primary alternatives for tourists. However, the quality of B&Bs is difficult to differentiate for customers because most B&B hosts lack professional training. In light of this, the Tourism Bureau has launched "Taiwan Host" certification since 2011 and offered training courses to upgrade the quality of Taiwanese B&Bs even into the international markets. Nevertheless, the effectiveness and B&B managers' viewpoints of this policy still remain unknown. This study aims to explore vacation lifestyle and tour motivation of tourists and personality traits, involvement, perceived value, and intentions of managers' of "Taiwan Host" certified B&B to better understand the current situation and the future possibilities of the system to offer practical suggestions and solutions. After implementing both on-line survey and field interviews, this study has interviewed tourists of 27 B&Bs and collected from managers 139 valid questionnaires. Factor analysis was performed for the stability and the uniformity of the collected data. Adopting the structural equation modeling as the method for hypothesis verification, the study results show as follows: (1) Personality traits have a negative influence on involvement, (2) Involvement has a negative influence on perceived value, (3) Involvement has a negative influence on intentions, and (4) Perceived value has a positive influence on intentions. Most noticeably, tourists' main source of tour information is the internet, instead of magazines or television as traditional. Words-of-mouth is the second main source. It is suggested that solid efforts be allocated in homepage design. In addition to detailed information (room rate, location, contact), complimentary information including local activities, scenic spots should also be provided. History and touching stories about this B&B and special rate offers are particularly attractive.