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호텔의 온라인 예약 시스템 정보가 객실 요금에 미치는 영향

Impacts of Online Reservation System Information on Hotel Room Rates

임재만|조미혜
한국감정평가학회 (Korea Appraisal Society)|2018.12|감정평가학논집|제17권 제3호|pp. 85-108|DOI http://dx.doi.org/10.23843/as.17.3.5

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참고문헌

키워드

Hedonic Price Model판매 촉진Sales Promotion헤도닉 가격 모형호텔 객실 요금온라인 예약 시스템품질 신호Hotel Room RateOnline Reservation SystemQuality Signal

초록

본 연구는 서울시 소재 4, 5성급 호텔을 대상으로 온라인 예약 시스템을 통해 수집 한 자료에 대해 호텔 속성, 품질 신호, 판매 촉진, 고객 평가가 호텔 객실 요금에 미 치는 영향을 헤도닉가격모형을 활용하여 분석한다. 호텔 객실 서비스 품질에 대한 정보비대칭 상황에 놓이는 잠재 고객은 의사결정과정에서 위험을 회피하거나 감소 하기 위해 외부정보를 탐색한다. 경쟁적 시장 환경에 있는 호텔은 잠재 고객에게 호 텔의 품질을 알리려는 신호를 발송하며, 지속적으로 판매 촉진 활동을 통해 객실 판 매 극대화를 추구한다. 본 연구에서 품질 신호는 호텔 등급과 브랜드/체인 여부로 측정했고, 호텔 속성은 고객이 온라인에서 평가한 속성으로 보았으며, 판매 촉진 활 동은 할인율, 무료 취소 여부 등으로 측정했다. 또한 품질신호와 고객 평가 간, 주말 과 성수기 간 상호작용 효과를 포함했다. 연구 결과 첫째, 호텔 등급, 브랜드/체인 여부, 호텔 속성(위치, 서비스 등) 요인이 호텔 객실 요금에 유의한 긍정적인 영향을 미쳤다. 둘째, 판매 촉진 활동 중 할인율과 무료 취소 가능 여부 그리고 잔여 객실 수와 동시 검색인 수가 객실 요금 결정에 유의적인 영향을 미쳤다. 이러한 연구 결 과를 토대로 호텔등급과 브랜드/체인 여부, 그리고 주말 여부와 성수기 여부와 같은 세분 시장별 온라인 예약 시스템에서 할인율 제시, 유연한 취소 정책, 잔여 객실 수 표시, 동시 검색인 수 표시, 고객 관계 마케팅과 같은 세부적인 마케팅 전략을 제시 했다.

Abstract

The purpose of this study is to analyze the effects of hotel attributes, quality signal, sales promotion and online evaluation on the hotel room rates for 4 and 5 star hotels in Seoul by using the hedonic price model. In both a competitive market and information-asymmetry environment, hotels send out quality signals and continually promote sales of rooms for potential customers. In this study, quality signals are measured by hotel ratings and brand/chain. The sales promotion of hotels are measured by discount rate and free cancellation availability. It also includes the interaction effects between weekends and peak periods as well as the interaction effects between quality signals and customer evaluations. The results of this study are as follows: first, hotel rating, brand/chain, attributes (location, service, etc) were significant factors in determining the room rates. Second, discount rates, free cancellation availability, the number of remaining rooms, and the number of simultaneous searching persons among the sales promotion activities of hotels were significantly related to the room rates. Based on the results of this research, marketing strategies in relation to discount rate, flexible cancellation policy, residual rooms, the number of simultaneous searching persons and the relationship with customers were suggested in the conclusion.

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