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研究生:張舒惠
研究生(外文):Cindy Chang
論文名稱:金融海嘯期間之客房價格策略對總營業收入及其後續影響-以台北市國際觀光旅館為例
論文名稱(外文):Impact of Room Pricing Strategy During and After Economic Crises on Hotel Total Revenue: The Case of International Hotel in Taipei City
指導教授:吳紀美博士
指導教授(外文):Dr. Chi-Mei Emily Wu
口試委員:黃慧君博士
口試委員(外文):Dr. Hui-Chun Huang
口試日期:2013-06-21
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:101
中文關鍵詞:金融海嘯價格策略營收管理
外文關鍵詞:Ecnonmic CrisesPricing StrategyRevenue Management
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旅館的營業收入主要來自房租收入與餐飲收入二大科目。本研究利用交通部觀光局旅館行政資訊系統所提供、坐落於台北市的其中十家國際觀光旅館於2006到2012年間每一季的營業收入數據,來探討金融海嘯前後這十家國際觀光旅館的營收表現是否受到客房價格策略的影響。研究中房價最高的實驗組的五家國際觀光旅館在研究期間的餐飲收入明顯大於房租收入,房價最低的對照組則反之。研究結果顯示,旅館的平均房價無論在金融海嘯前或金融海嘯後,對餐飲收入及總營業收入都有明顯的正向影響。然而,研究中的十家旅館的總營收平均數顯示,旅館總營業收入在金融海嘯後並未恢復到金融海嘯前的水準,而在餐飲收入成長的情況下,研判主要原因為客房價格策略導致房租收入的下降。根據研究結果,建議國際觀光旅館對於客房的價格策略應更加謹慎,以達到最佳的營運績效。
Hotel revenue mainly generated by Rooms and Food & Beverage. This study used the quarterly statistics during 2006 to 2012 which provided by Taiwan Tourism Bureau, to analyzed 10 of international hotels located in Taipei City the performance before and after economic crisis to see if the hotel revenue performance had impacted by room pricing strategy. The results indicated that the hotels with higher ADR would generate higher food & beverage revenue than rooms revenue, but opposite revenue mix to the hotels with lower ADR. The Hotel ADR showed positive impact on both total revenue and food & beverage revenue before or after economic crisis. However, the results also showed the total revenue after economic crisis fall behind the figure before economic crisis when food & beverage revenue showed an increase on its performance. The decreasing of rooms revenue might due to the decrease of ADR. As the influence of guest room pricing strategy were not only on room revenue, but also on total revenue. It is suggested that the hotel management should condsider all factors when discounting room rates in order to maximize revenue performance.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 9
第三節 研究流程 15
第四節 名詞釋譯 16
第二章 文獻回顧 17
第一節、旅館的行銷與價格管理策略 17
第二節 市場區隔、市場需求與需求彈性 26
第三節 營收管理 36
第三章 研究方法 43
第一節 研究架構 43
第二節 資料收集與分析方法 44
第四章 研究結果 61
第一節 研究對象基本描述分析 61
第二節 2006年至2012年旅館總營業收入、餐飲收入與各變數之相關與迴歸分析...62
第三節 金融海嘯前後旅館總營業收入、餐飲收入與各變數之相關與迴歸分析 65
第四節 實驗組與對照組旅館之旅館總營業收入與各變數之相關與廻歸分析 70
第五節 需求彈性分析 87
第五章 結論與建議 88
參考文獻 95


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