호텔의 온라인 평점이 호텔의 성과에 미치는 효과
The Effects of Hotel Online Ratings on Hotel Performance
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본 논문은 호텔 평점 데이터와 호텔 객실판매수, 이용객수, 수입 등의 자료로부터 평점의 변화가 호텔의 성과에 미치는 영향을 회귀단절모형을 사용하여 분석하였다. 추정결과에 따르면, 국내 이용객의 경우 중소형 호텔은 등급이 낮을 때는 등급 상승이 객실판매 증가를 가져오고 등급이 높을 때는 등급 상승이 객실판매 감소를 가져온다. 반면 대형 호텔의 경우에는 낮은 등급일 때 등급 상승이 객실판매 감소를 가져오고 높은 등급일 때는 등급 상승이 객실판매 증가를 가져온다. 외국인 이용객의 경우에는 국내 이용객의 경우와는 정반대의 패턴을 보인다. 본 연구의 결과는 호텔들이 등급의 경계 부근에서 평점에 영향을 주는 행동을 의도적으로 하지 않았음을 전제로 한다. 통계적인 검정 결과 호텔들의 의도적인 행동은 없는 것으로 나타났다.
Abstract
This study investigates the impact of hotel ratings on hotel’s performance using a regression discontinuity design. The effects of hotel ratings are analysed by rating and hotel size. For domestic guests, the rating effect for small and medium-sized hotels is positive when ratings are low, but negative when ratings are high. In contrast, for large hotels, the rating effect is negative when ratings are low, but positive when ratings are high. For foreign guests, the pattern is opposite to that for domestic guests. Various statistical test results show that the results are robust.
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