||As cities grow rapidly, some old buildings are forgotten, some catch artists eyes due to the relative cheap rent and turns into an icon of art and fashion. Old buildings appeal hundreds of thousand people and money that stimulates each government’s interest on creative industry. The old-house-reborn turns into a pop culture phenomenon in Taiwan that makes people start to discuss about city development and cultural preservation issues. According to media, people pay more attention on old-house, old town, traditional culture and recall the simple lifestyle in the past. There are many cafes, restaurants and bed and breakfast (B&B) changed from old-house, providing the nostalgia atmosphere. Old-house become a hit word connected to fashion and good taste.|
In this thesis, there are two B&B cases in Taiwan choose as example. Based on Porter’s strategic positioning in 1980, we analyze both cases’ competitive strategies, key resources and sustainable competitive advantages. Using literature analysis and case study to find cases’ strategic positioning and sustainable advantages. Due to the complexity and unique of the cases, we collect second-hand materials to know more about the old-house-reborn B&B in Taiwan at the beginning of this thesis. Moreover, we have a depth interview with each one operator of the old-house-reborn B&B cases. To understand the cases development, we combined verbatim transcription of interview and second-hand materials. Using appropriate analysis tools turns raw materials into useful know-how.
There are some findings of this thesis. The old-house-reborn B&B cases combined the unique of the creative industry and hotels that makes it easy to innovate because of the blurring of industry boundaries. Though their location are inconvenient for travelers, both the old-house-reborn operators change their mind and solve the problem. They try to provide a way of slow living and depth itinerary to put their special position in the market. Both of them are destination stores which appeals travelers to visit them and stay longer to walk around. Integrating experiential services and products, the choose cases create a one-of-a-kind experience for travelers and let travelers willing to come back again. Counting on word of mouth marketing to get free media exposure on major media and famous person’s sharing, the old-house-reborn B&B cases can attract more potential consumers.