基于在线旅游代理商的产品销量与影响因素研究——以北京市酒店为例

Research on Product Sales and Influencing Factors Based on Online Travel Agents——Take the Beijing Hotel as an Example

销量是影响酒店绩效最关键的因素,探讨酒店产品销量的影响因素具有重要的理论与实践意义。基于此,研究收集北京地区1372件在线酒店产品信息,采用多元线性回归方法并引入酒店星级作为分类变量,探讨销量与在线产品评分、推荐比例以及折扣的影响关系。研究发现,不同层次酒店销量受各类因子的影响程度存在差异。相较而言,评分对低星级酒店销量起正向作用而高星级酒店则相反;推荐比例的影响则是在低星级酒店这一层次被弱化,但对高星级酒店的正向作用显著增强。

Sales volume is the most critical factor affecting hotel performance,it is of great theoretical and practical significance to discuss the factors about affecting hotel product sales volume.Based on this,this study collects information of 1372 online hotel products in Beijing,and uses multiple linear regression methods to introduce hotel star ratings as categorical variables,discussed the influence of sales volume on online product score,recommendation ratio and discount.The study found that:Sales of different levels of hotels are affected by various factors.In contrast,the score has a positive effect on the sales volume of low-star hotels and the opposite effect on high-star hotels,and the influence of recommendation ratio is weakened at the level of low-star hotels but the positive effect on high-star hotels is significantly enhanced.