國際觀光旅館的房間訂價決定因素──以臺灣為例

Room pricing determinants of the International Tourist Hotel in Taiwan

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.