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Self-Positioning of International Tourist Hotels in Taiwan
| Content Provider | Semantic Scholar |
|---|---|
| Author | Hu, Jin-Li Shieh, Hwai-Shuh Ding, Jyun-Fong Rd, Chung-Hsiao W. |
| Copyright Year | 2013 |
| Abstract | This paper analyzes the self-positioning of international tourist hotels (ITHs) in Taiwan at the corporate strategy level and posits two types of positioning strategy-room revenue-oriented and food and beverage (F & B) revenue-oriented - to examine which one is suitable for ITHs. Hotels located in Hualien and in scenic areas have a significantly negative effect on the ratio of F & B revenue to total revenue, implying that hotels in these areas should be room revenue-oriented. Local tourists have a significant positive impact on the ratio of F&B revenue to total revenue, whereas Asian tourists have a significant negative impact on the ratio. Moreover, the operation-year and room price have significantly negative effects on the ratio of F & B revenue to total revenue, suggesting that historic hotels should adopt room revenue-oriented positioning and improve their service quality so as to be able to increase the room price. The number of restaurants has a positive effect on the ratio of food and beverage revenue to total revenue. Therefore, the hotels adopting F&B revenue-oriented positioning should offer diversified types of restaurants for various tourists. |
| Starting Page | 71 |
| Ending Page | 71 |
| Page Count | 1 |
| File Format | PDF HTM / HTML |
| DOI | 10.5539/ijbm.v8n17p71 |
| Volume Number | 8 |
| Alternate Webpage(s) | http://www.ccsenet.org/journal/index.php/ijbm/article/download/27568/17562 |
| Alternate Webpage(s) | https://bibliotecausatpdqt.files.wordpress.com/2014/04/self-positioning-of-international.pdf |
| Alternate Webpage(s) | https://doi.org/10.5539/ijbm.v8n17p71 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
