【作者】 吴雪；

【导师】 尚天成；

【作者基本信息】 天津大学 ， 工商管理， 2017， 硕士

【副题名】以上海市为例

【摘要】 随着大众旅游的发展,经济型酒店应运而生并快速发展。目前中国经济型酒店产品性价比不高,影响消费者满意度,导致经济型酒店的价格优势未得到有效发挥,与发达国家相比市场占有率仍然较低。经济型酒店要实现合理定价,必须关注哪些酒店特征会影响以及如何影响客房定价。现有关于经济型酒店的研究在一定程度上说明了经济型酒店客房定价的重要性,也从供给方的角度关注了经济型酒店客房定价的影响因素,但是没有解释消费者对经济型酒店特征的支付意愿及其对客房定价的影响;而现有关于酒店客房定价的研究或者从供给角度提供定价决策建议,或者从需求方研究消费者对定价政策的感知,对酒店特征与客房定价关系的研究比较有限。现有关于酒店特征和客房定价关系的文献解释了酒店特征对客房定价的影响,但是研究对象多为中高档酒店,中国情境下的研究非常有限。此外,该领域现有研究多使用出版物数据,时效性、可靠性不足,也不能反映消费者的真实消费意愿,影响研究结果的准确性。针对上述问题,本文以上海市经济型酒店为研究对象,利用去哪网获取酒店特征和客房定价数据,通过建立特征价格模型分析经济型酒店特征对客房定价的影响,研究发现:三类酒店特征对客房定价有显著的影响,分别是结构特征、位置特征和声誉特征;来自网络的数据更适用于该领域的研究;半对数模型是研究上海市经济型酒店客房定价的最优模型;影响经济型酒店与中高档酒店客房定价的酒店特征有所不同,同样显著的特征影响程度也存在差异。本文的研究结果一方面有助于经济型酒店消费者比较不同产品特征与客房定价的关系,提高决策效率;另一方面也能为经济型酒店管理者合理定价、提高酒店产品和服务质量、改善消费者满意度以及应对竞争压力提供启示。更多还原

【Abstract】 With the development of mass tourism,budget hotel came into being and developed rapidly.However,the quality and value for money of China’s budget hotel is not high which affects consumer satisfaction so that the price advantage of the budget hotel has not been fully play and compared with developed countries,the market share of China’s budget hotels is still low.To make reasonable pricing decisions,hotel managers must be concerned about which hotel characteristics will affect and how to affect room rates.To a certain extent,existing research on budget hotels not only shows the importance of hotel room pricing,but also concerns the factors influencing hotel room pricing from the perspective of supply side.However,there is no explanation on the characteristics of budget hotels and their impact on the hotel room rates.The existing researches on hotel pricing mainly focus on the research of pricing methods,the establishment of pricing models and the empirical research.These studies either provide pricing suggestions from the perspective of supply,or study consumer’s perception of pricing policy from the demand side.Based on the above research,the existing research on the relationship between hotel characteristics and room pricing explains the impact of hotel characteristics on hotel room rates.However,the study objects are mainly high-end hotels and these research less concerned about Chinese context.In addition,as the existing research in this field used the publication data more,the timeliness and reliability is insufficient and cannot reflect consumers’ real willingness to pay.In order to solve these problems,this thesis takes Shanghai hotels as the research object,and uses the network to obtain data of hotel characteristics and room rates.Through the establishment of the hedonic price model,the thesis analyzes the influence of the budget hotel characteristics on the room rates.It is found that three types of hotel characteristics have significant influence on room rates,namely,structural features,location characteristics and reputation characteristics;the semi-logarithmic model is the optimal model to study the pricing of hotel rooms in Shanghai;there are differences in significant characteristics between budget hotels and middle and high-end hotels,and for the same characteristics,the influential level is different.On the one hand,the results of this study can help budget hotel consumers to compare the relationship between different product characteristics and room rates to improve the efficiency of decision-making.On the other hand,it can also rationalize pricing for budget hotel managers,improve hotel products and service quality as well as consume satisfaction and deal with competitive pressures.更多还原