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題名:國際觀光旅館的房間訂價決定因素--以臺灣為例
書刊名:觀光與休閒管理期刊
作者:侯佩妤陳俊智包曉天 引用關係
作者(外文):Hou, Pei-yuChen, Chun-chihPao, Hsiao-tien
出版日期:2017
卷期:5:1
頁次:頁138-146
主題關鍵詞:國際觀光旅館訂價分量迴歸臺灣International tourist hotelPricingQuantile regressionTaiwan
原始連結:連回原系統網址new window
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本研究利用臺灣2011年68家觀光旅館的房間訂價、營運年數、服務品質、房間數、地理位置、和經營模式資料,採用複迴歸和分量迴歸分析,探討低、中低、中等、中高、及高價位觀光旅館的房間訂價之決定因素。複迴歸的結果顯示:1)服務品質對房間價格的影響程度,和是否採用連鎖經營無關;2)服務品質(每房平均雇員數)每增一人,對非風景區旅館的平均房間價會增加36%,對風景區旅館的平均房間價會增加69%;3)旅館營運每增一年,平均房間價將減1.76%,此影響程度會隨著旅館的規模變大而減弱。此意味旅館營運越久,使旅館設施或設備產生折舊,導致需降低旅館房間價以因應消費者,但可藉由提升服務品質及擴大規模以維持房間價。分量迴歸的結果更多顯示:1)營運年數對低價位旅館的平均房間價格影響不顯著;2)針對中低至中高價位的旅館,無論是否位在風景區,連鎖經營有較優的訂價策略,藉由提升服務品質,可以至少提升49%的平均房間價;3)針對中價位(含)以上的旅館,位在風景區有較優的訂價策略,藉由提升服務品質,可以至少提升70%的平均房間價。此結論可作為旅館訂價策略的參考指標。
Based on the data of room price, service time, service quality, room number, geographical position and business model of 68 tourist hotels in Taiwan in 2011, this study explores the determinants of room pricing for low, medium-low, medium, medium-high, as well as the high-priced sightseeing hotels. The results of multiple regression show that: 1) the impact of service quality on the room price has nothing to do with the chain operation; 2) the quality of service per person (additional employee per room), will increase the average room price of 36% for non-scenic area hotel, and the average price of scenic area hotel will increase 69%; 3) the average room price will be reduced by 1.76% for each additional year of hotel operation, and the extent of this effect will be weakened as the hotel scale becomes larger. This means that the longer the hotel operation, the depreciation of hotel facilities or equipment, resulting in lower hotel room prices to meet the consumer, but by improving service quality and scale to maintain the room price. The results of the quantile regression show that: (1) the length of operation time has no significant effect on the average room price of the low price hotels; (2) for hotels with low to medium price, whether or not located in scenic areas, chain operation has a better pricing strategy. By improving the quality of service, price strategy can at least raise the average room rate of 49%; (3) for hotels in the scenic area with medium or higher price, by improving service quality, a better pricing strategy can at least raise the average room rate of 70%. This conclusion can be used as a reference index of hotel pricing strategy.
期刊論文
1.Öğüt, H.、Onur Taş, B. K.(2012)。The influence of internet customer reviews on the online sales and prices in hotel industry。The Service Industries Journal,32(2),197-214。  new window
2.Schamel, G.(2012)。Weekend vs. midweek stays: Modelling hotel room rates in a small market。International Journal of Hospitality Management,31(4),1113-1118。  new window
3.Zhang, Z.、Ye, Q.、Law, R.(2011)。Determinants of hotel room price: An exploration of travelers' hierarchy of accommodation needs。International Journal of Contemporary Hospitality Management,23(7),972-981。  new window
4.Chen, Ching-Fu、Rothschild, R.(2010)。An Application of Hedonic Pricing Analysis to the Case of Hotel Rooms in Taipei。Tourism Economics,16(3),685-694。  new window
5.Hung, W. T.、Shang, J. K.、Wang, F. C.(2010)。Pricing Determinants in the Hotel Industry: Quantile Regression Analysis。International Journal of Hospitality Management,29(3),378-384。  new window
6.Zhang, H.、Zhang, J.、Lu, S.、Cheng, S.、Zhang, J.(2011)。Modeling Hotel Room Price with Geographically Weighted Regression。International Journal of Hospitality Management,30(4),1036-1043。  new window
7.Peng, J.、Zhao, X.、Mattila, A. S.(2015)。Improving service management in budget hotels。International Journal of Hospitality Management,49,139-148。  new window
8.Masiero, L.、Pan, B.、Heo, C.(2016)。Asymmetric preference in hotel room choice and implications on revenue management。International Journal of Hospitality Management,56,18-27。  new window
9.Raya, J. M.(2011)。The effect of time on hotel pricing strategy。Applied Economics Letters,18(13),1201-1205。  new window
10.Rigall-I-Torrent, R.、Fluvià, M.、Ballester, R.、Saló, A.、Ariza, E.、Espinet, J.-M.(2011)。The effects of beach characteristics and location with respect to hotel prices。Tourism Management,32(5),1150-1158。  new window
11.Salo, A.、Garriga, A.、Rigall-I-Torrent, R.、Vila, M.、Fluvia, M.(2014)。Do implicit prices for hotels and second homes show differences in tourists' valuation for public attributes for each type of accommodation facility?。International Journal of Hospitality Management,36,120-129。  new window
圖書
1.Kotler, Philip、Armstrong, Gary(1996)。Principles of Marketing。Prentice-Hall。  new window
 
 
 
 
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