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| Title: | 以特徵價格法探討旅館類型與線上訂房網站訂價影響因素之關聯性研究
Applying Hedonic Price Approach to Explore the Relationship between Hotel Types and Pricing Determinants |
| Authors: | 屠介允
Tu, Chieh-Yun |
| Contributors: | 洪為璽
Hung, Frank
屠介允
Tu, Chieh-Yun |
| Keywords: | 旅館
線上訂房網站
特徵價格
多元迴歸
訂價因素
Hotel
OTA
Hedonic Price Method
Multiple Regression
Pricing Attributes |
| Date: | 2020 |
| Issue Date: | 2020-09-02 13:18:03 (UTC+8) |
| Abstract: | 隨著全球觀光業蓬勃發展，線上訂房網站(OTA)整合了旅館資訊、評論和瀏覽、線上訂房和訂交通票券的服務，其便利性也刺激自助旅行消費行為的發展。大大小小的旅館業者，無不爭相與OTA合作，並且OTA也快速地成為旅館業者重要的銷售管道。在全球消費者都習慣於旅遊前到線上查詢旅館價格和進行比價，旅館業者一方面依賴OTA所提供的流量以及訂單，但另一方面卻又面臨OTA上的價格透明化競爭，導致旅館業者陷入了兩難的情境。在OTA上如何訂價，並有效的了解消費者對於不同的產品特徵所願付的價格，是從競爭激烈的市場中脫穎而出的關鍵。
本研究的目的是希望協助不同類型的旅館業者詳細了解消費者對於該旅館種類的特徵偏好，以及其願付價格，藉此提供給旅館業者管理建議，協助其擬定策略，提升經營績效。
本研究以Agoda.com為研究對象，透過網路爬蟲的方式收集台北車站周邊不同種類的旅館資料，並且以特徵價格法探討北車附近不同旅館的特徵價格，分析消費者對於不同種類的產品需求差異。
研究結果顯示，整體來說，傳統星級仍是重要的影響價格特徵。以飯店類型來說，影響其價格最重要的因素是設備的多寡，越豐富的設備，越能帶來相對應的價格。以青年旅館來說，新興崛起的網路服務例如BNPL (Buy Now Pay Later) 服務或是線上預訂，現場付款的服務，可以提高價格。而網路評論則是重質不重量，網路評論的數量並不影響旅館價格，而是消費者給予的網路評分會有效的影響價格。
With thriving of the global tourism industry, online travel agents (OTAs) which integrate hotel and transport tickets booking sevice along with relative information and reviews. They not only facilitate travelers, but also stimulate the development of self-service travel. In view of this, OTAs have become important sales platform for hoteliers, while hotel of all sizes are competing with OTAs simultaneously. Global consumers are growing more accustomed to checking and comparing hotel prices online before traveling. From the perspective of hotel operators, they face a dilemma of traffic and orders earned through OTAs and price competition on the OTAs. In order to stand out in this fiercely competitive market, how to list price on the OTAs with thorough understanding of the prices consumers consent to pay for various product characteristics.
The purpose of this study is to investigate consumers` preference for hotel type and willingness to pay, and to provide hoteliers with management suggestions,which help them formulate pricing strategies and improve business performance.
This study analyzes data of different types of hotels around Taipei Main Station acquired from Agoda.com by running a web crawler. By approaching the hedonic price method, the price of different hotels near Taipei Main Station are explored, while consumers` needs in different products features are analyzed.
To conclude, the research results indicate that star rating still has an siginificant influence on price. In terms of hotel types, the most important factor affecting price is the number of amenities. The more perfect the equipments are, the higher the corresponding price are. As for youth hostels, innovative online services such as buy now pay later (BNPL) schemes, direct online booking, or on-site payment service can help raise the strike price. When it comes to online reviews, it is quality rather than quantity that matters. The amount of reviews does not affect the prices of hotels, while the ratings given by previous guests affect prices effectively. |
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中文網路文獻
1. TTR台灣趨勢研究院(2019)。產業分析：旅行及相關服務業發展趨勢(2019年)。資料擷取自2020年6月30日
http://www.twtrend.com/share_cont.php?id=75
2. 交通部觀光局(2019)。交通部觀光局行政資訊系統，觀光市場調查，2019 年國人旅遊狀況調查。資料來源取自2020 年7 月3 日
https://stat.taiwan.net.tw/
3. 交通部觀光局（2015）公佈「2015 年國際觀光旅館營運分析報告摘要」。資料來源取自2020 年7 月5 日
https://admin.taiwan.net.tw/FileUploadCategoryListC003340.aspx?CategoryID=024c327f-d488-4b9a-b5c2-7598c91651e1
英文網路文獻
1. Euromonitor International(2014)：OTA Sector Between Increasing Consolidation and the Possible Rise of New Key Players
https://blog.euromonitor.com/ota-sector-between-increasing-consolidation-and-the-possible-rise-of-new-key-players/
2. PhoCusWright(2015)：In Online Travel, Size Matters
https://www.phocuswright.com/Travel-Research/Research-Updates/2015/In-Online-Travel-Size-Matters
3. Skift Research analysis(2018): What Booking Sites Get for Every Marketing Dollar Spent: Skift Research Does the Math
https://skift.com/2018/06/26/what-booking-sites-get-for-every-marketing-dollar-spent-skift-research-does-the-math/ |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363042 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363042 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001173 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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