The construction of service innovation of Green Bed and Breakfast (B&B)

The concept of Bed and Breakfast (B&B) tourism has become much popular nowadays which results in the uneven quality on the drastic competition within the industry. The innovation of B&B service has brought out several significant qualities other than technologies such as idea of hospitality, customer interface and administrating system. Environmental friendly is a firm base of the B&B concept which combines with local cultures and customs to successfully achieve a perpetual environmental prosperity in Green tourism. In this study, three B&B owners with good performance in service innovation were chosen as the cases, and with qualitative case study, the four-structure relationship of green service were deeply analyzed for all three cases. The result showed the cases with the innovative interface and service concept alternately proceeded to develop a new market and presented an interweaving structure of innovation.