Impact of Room Pricing Strategy During and After Economic Crises on Hotel Total Revenue: The Case of International Hotel in Taipei City
碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 101 === 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...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/99813349026318371693 |
| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 101 === 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.
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