酒店收益管理战略关键驱动因素:基于中国高星级酒店的实证研究

The Driving Factors of Hotel Revenue Management Strategy:An Empirical Study Based on Chinese Starred-Hotel Data

尽管有研究证明收益管理能够显著提升企业利润水平,但并非所有实施收益管理战略的酒店都能够获得成功。本研究调查主要旅游城市高星级酒店,试图了解目前中国影响酒店企业实施收益管理战略的关键驱动因素。研究发现,管理公司的属性是影响酒店收益管理水平最显著的因素;技术型驱动因素中的定价能力和需求预测能力,以及社会型驱动因素中的教育培训、重视程度和组织架构设置都会对酒店实施收益管理战略产生显著影响;但市场细分能力、房间分配能力、应用信息技术的能力以及相关激励措施对收益管理绩效的提升没有显著效果。本研究表明,技术准备是应用收益管理战略的必要条件;但想要提高收益管理绩效,中国酒店企业不能只考虑技术因素,还需要更多关注相关社会型因素,充分借鉴国外酒店管理公司的成功经验。

It is proved by many researches that revenue management may help hotels to achieve remarkable revenue performance, however, not all the hotels which implement it can see positive results. This research made an investigation of starred hotels in China＇ s main tourist cities to observe the key driving factors of successful implementation of revenue management in Chinese context. The finding shows that the type of hotel Management Company is the most decisive factor influencing revenue management performance ;The impacts of pricing, forecasting, education, management focus, organization structure are positively significant while segmentation, room allocation, information technology, and incentive are positively insignificant driving factors. This study indicated that although technical preparation is the basis of applying revenue management, Chinese hotels need not only pay more attentions to social factors to make full advantage of revenue management, but also learn the best practice of international hotel groups.