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Title: Do competitive strategy effects vary across hotel industry cycles?
Authors: 季延平
Chen, Chiang Ming
Lin, Yu Chen
Chi, Yan Ping Jeffery
Wu, Sou-Chein
Contributors: 資管系
Keywords: Business cycle;Pricing strategy;Quality strategy;Advertising expenditure;Hotel industry
Date: 2016-04
Issue Date: 2017-08-23 11:34:44 (UTC+8)
Abstract: We use metropolitan-level panel data of international tourist hotels (ITHs) in Taiwan to examine whether competitive pricing, quality and advertising effects differ across two business cycle phases of the Taiwanese hotel industry. Following Chen et al.'s (2014. Tourism Econ. 20 (3), 655) conclusion, the Taiwanese hotel industry over the period 2000 to 2010 is divided into two regimes: a high-growth regime (2007-2010) and a low-growth regime (2000-2002 and 2004-2006). We adopt the approach proposed by Enz et al. (2009. Cornell Hospitality Q. 50 (3), 325) on competitive strategies by computing the difference between the value of each hotel and its competitive set on merits of average daily rate, service quality and advertising expenditure. The empirical results indicate that: (1) Competitive pricing strategy has a positive influence on ITHs' room revenue per available room (RevPar) in the high-growth regime (HGR). (2) Competitive pricing and service quality strategies are positively associated with RevPar in the low-growth regime (LGR). Moreover, service quality improvements relative to the competitive set lead to an increase in occupancy for ITHs in the LGR.
Relation: International Journal of Hospitality Management, 54, 104-106
Data Type: article
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Appears in Collections:[資訊管理學系] 期刊論文

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