Self-Positioning of International Tourist Hotels in Taiwan

• Main Authors: Ding, Jyun-Fong, 丁鈞&;#23791;
• Other Authors: Hu, Jin-Li
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/19182588833738409573

碩士 === 國立交通大學 === 經營管理研究所 === 99 === This paper analyzes the self-Positioning of international tourist hotels in Taiwan at the corporate strategy level. We use the 1998 to 2007 data retrieved from Operating Report of International Tourist Hotels, in order to separate hotels as room revenue-oriented positioning and food and beverage revenue-oriented positioning. The hotels located in Hualien and scenic areas have significantly negative effect on food and beverage revenue to total revenue ratio, meaning hotels in these area should adopt room revenue-oriented positioning. Domestic tourists have significant positive effect and Asian tourists have significant negative effect on food and beverage revenue to total revenue ratio. Moreover, the operation year and room price have significantly negative effect on food and beverage revenue to total revenue ratio, suggesting that the historic room revenue-oriented positioning hotels can improve their service quality to increase their room price. The number of restaurants has positive effect on food and beverage revenue to total revenue ratio; therefore the food and beverage revenue-oriented positioning hotel should offer diversified restaurant types for tourists.