市場可達性對臺灣旅館房價的影響－以階層線性模型分析雙北市資料

吳喬茵

doi:10.6342/NTU202200928

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市場可達性對臺灣旅館房價的影響－以階層線性模型分析雙北市資料

The Effect of Market Accessibility on Hotel Room Rates in Taiwan: A Hierarchical Linear Model Analysis of Taipei Metropolitan Area

吳喬茵 , Masters　　Advisor：許耀文　　

繁體中文 DOI： 10.6342/NTU202200928

旅館房價；市場可達性；階層線性模型；特徵價格模型；地理資訊系統； Hotel room rates ； Market Accessibility ； Hierarchical linear model ； Hedonic pricing ； geographic information system

Abstract │ Reference (54)

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The expansion of Taiwan's investment in transportation infrastructure has reduced transportation costs and driven international tourism in recent years. However, hotel managers need to understand the needs of their guests better to provide a better accommodation experience in the face of intense competition and changing travel trends in Taiwan.
    In this study, we mainly use the popular tourist area in Taiwan, the Taipei Metropolitan area, as the source of data samples and analyze the effect of Market accessibility on hotel room rates by using a hierarchical linear model. First, we calculate the market accessibility by using both the GPS coordinates of the Taipei Metro system and the hotels in Taipei City and New Taipei City. Besides, the number of competitors and geographic information systems were incorporated into the model to investigate whether tourist travel habits, competition, and regional land use significantly affected the relationship between hotel prices.
    The result shows that market accessibility and land use variables are not significantly related to hotel room rates. However, there is a significant interaction between market accessibility and star rating, which indicates that consumers value star rating and reputation and that the effect of hotel star rating can eliminate the geographical disadvantage.
    To sum up, this research is the first time incorporating the MRT system into the statistical model of hotel room rates and considering the competitive relationship and the geographical information system in Taiwan, which can bring different decision-making directions for hotel managers and improve operational efficiency.

Reference ( 54 ) 〈TOP〉

Allison, P.D. (2001) Missing Data. Sage Publications, Thousand Oaks.
Abrate, G., Fraquelli, G., Viglia, G. (2012). Dynamic Pricing Strategies: Evidence from European Hotels. International Journal of Hospitality Management, 31, 160–168. doi:10.1016/j.ijhm.2011.06.003
Abrate, G., Viglia, G. (2016). Strategic and tactical price decisions in hotel revenue management. Tourism Management, 55, 123-132. doi:https://doi.org/10.1016/j.tourman.2016.02.006
Barsky, J. D., Labagh, R. (1992). A strategy for customer satisfaction. The Cornell Hotel and Restaurant Administration Quarterly, 33(5), 32-40. doi:https://doi.org/10.1016/0010-8804(92)90025-Z
Bull, A. O. (1994). Pricing a Motel’s Location. International Journal of Contemporary Hospitality Management, 6(6), 10-15. doi:10.1108/09596119410070422

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