市場可達性對臺灣旅館房價的影響－以階層線性模型分析雙北市資料

Abstract

隨著臺灣對交通基礎建設的投入擴大，其飛速的發展降低了國內的交通成本，不僅活絡國民旅遊、促進國內經濟成長，亦帶動近年國際間觀光旅遊日趨熱絡，其中也使得來台旅客自由行的比例增加。然而，越來越發達的交通設施雖然有助於提高國內外遊客的旅遊意願，但在面對大臺北地區強大的同業競爭壓力與不斷變動的旅遊趨勢下，經理人需更精確的了解住客的需求，並進一步投入資源提供更完善的住宿體驗。 本研究主要以臺灣旅遊熱門地區－大臺北地區作為資料樣本的來源，並以臺北捷運系統各出入口的 GPS 座標計算出臺北市、新北市各旅館的市場可達性。此外，本文使用階層線性模型來探討旅館特徵對住房價格的影響，將市場可達性、競爭者數量以及地理資訊系統等特徵變數納入模型中，探討遊客旅遊的交通習性、競爭關係以及地區的土地使用是否會顯著的影響旅館房價係。 統計結果顯示，市場可達性與土地使用變數對臺灣大臺北地區旅館房價並無顯著關係。然市場可達性與旅館星級間存在顯著之交互作用，可知消費者對於星級、名譽品質等指標的重視，針對市場可達性較遠的地區，能透過旅館星級的調節效果消除先天的地理劣勢。 總結來說，本研究首次將捷運系統納入旅館房價的統計模型中進行分析，並且同時考量了競爭關係與地理資訊系統，可為旅館經理人帶來不同的決策方向，提升經營效率。

The expansion of Taiwan's investment in transportation infrastructure has reduced transportation costs and driven international tourism in recent years. However, hotel managers need to understand the needs of their guests better to provide a better accommodation experience in the face of intense competition and changing travel trends in Taiwan. In this study, we mainly use the popular tourist area in Taiwan, the Taipei Metropolitan area, as the source of data samples and analyze the effect of Market accessibility on hotel room rates by using a hierarchical linear model. First, we calculate the market accessibility by using both the GPS coordinates of the Taipei Metro system and the hotels in Taipei City and New Taipei City. Besides, the number of competitors and geographic information systems were incorporated into the model to investigate whether tourist travel habits, competition, and regional land use significantly affected the relationship between hotel prices. The result shows that market accessibility and land use variables are not significantly related to hotel room rates. However, there is a significant interaction between market accessibility and star rating, which indicates that consumers value star rating and reputation and that the effect of hotel star rating can eliminate the geographical disadvantage. To sum up, this research is the first time incorporating the MRT system into the statistical model of hotel room rates and considering the competitive relationship and the geographical information system in Taiwan, which can bring different decision-making directions for hotel managers and improve operational efficiency.