استراتژی های قیمت گذاری نرخ اتاق هتل برای سهم بازار در رقابت انحصاری - مطالعه طولی هشت ساله از هتل های فوق العاده لوکس در سئول

This paper examines pricing strategies and business performances of super deluxe hotels in Seoul. To achieve this purpose, empirical research is conducted on the basis of data from 1989, when the formation of the present product life cycle stage and the market structure began, to 1996. Through quick cluster and regression analysis, a separation of the price competition between groups of hotels is identified. By ANOVA, pricing strategies and market shares of selected leading hotels are compared. As a longitudinal study, the same research design is applied based on four two-year periods. The final part of the paper evaluates the results of the statistical analysis and discusses important findings and implications of the four two-year periods, respectively.

The effects of price changes are more direct, and appeals based on price are the most effective to communicate the overall product quality to consumers. Nevertheless, in spite of the great importance of price, the volume of academic research on hotel room rate pricing issues has been modest at best. At an aggregate level, pricing research has been the forte of economists. The study of hotel room rate pricing originated with Meek and other important studies are indicated in Table 1 and Table 2.However, none of the literature related to hotel room rate pricing addressed the real-world situation. As Eliashberg and Chatterjee (1985) stated, the literature does not contain clear answers to the question of how well the models predict actual behavior. The author believes that this paper is the first application in hotel room rate pricing strategy which is based on real-world empirical data (Chung, 1995a and Chung, 1997).