摘要
基于酒店与OTA平台的竞合关系,以具有代表性的Y酒店为研究对象,通过实地调研和回收的178份问卷,分析酒店赢利的影响因素,寻找度假酒店的赢利路径。研究结果表明,影响度假酒店赢利的主要因素有旅客、OTA平台和酒店三个方面,包括:旅客消费需求的个性化、对便捷性与低价位的追求;酒店客房的盈利状况、酒店环境、员工形象及服务水平、餐饮质量;OTA的佣金率、价格水平与功能性,并提出建议:度假酒店要重视OTA合作商的选择,注重服务质量的提高,并积极拓展其他渠道的推广。
Considering the relationship between hotels and online travel agent （OTA） platforms, a representative ho-tel ,Y Hotel in Quanzhou was selected as a sample for the study on influencing factors on profit ability of resort hotel in order to find the profit path based on field survey and 187 retrieved questionnaires. The results showed that three main factors influencing the profitability of the resort hotel were the tourist, OTA platform and hotel, including the individuality of the consumer？s demand, and the pursuit for low price and convenience of tourist; the profitability of hotel/s room,environment, image of the hotel staff and service level？ and food quality of hotel; and the commission rate,level and functionality of OTA platform. It was concluded that the resort hotels should pay more attention to the choice of OTA partners and the improvement of service quality, and actively expand other channels For promotion.
出处
《台湾农业探索》
2017年第5期75-81,共7页
Taiwan Agricultural Research
基金
福建省社会科学研究基地重大项目(2014r0012)
