影響線上旅行商Agoda住宿的訂價因素-以日本京都市為例

Abstract

本研究探討影響線上旅行社 Agoda 住宿價格的因素，特別聚焦於日本京都。透過分析 18 間不同星級與地理位置的飯店，涵蓋 32 週的數據，本研究探討星級評等、顧客評價（Agoda 分數與 Google 分數）、地點、季節性變化與房間條件對價格動態的影響，並運用統計方法（如相關性分析）識別關鍵的價格決定因素。研究結果顯示，星級評等與 Agoda 分數對價格的影響最為顯著，較高的評級可帶來更高的房價。地點亦有一定影響，但程度較低，相較於京都車站附近，鄰近四條河原町的飯店價格影響更為明顯。此外，季節性變化顯著影響房價，櫻花季價格達到高峰，而 6 月則呈現需求低迷，房價最低。進一步分析顯示，Agoda 分數與 Google 分數之間存在中等相關性，反映顧客在不同平台上的評價趨於一致。而飯店年齡對價格的影響則較小。整體而言，旅客在決策時更重視評價與評等，凸顯提供高品質服務的重要性。本研究強調飯店經營者應善用星級評等、優化季節性定價策略，並強調地理位置優勢，以制定更精準的價格策略。此外，研究結果亦可幫助旅客獲取最佳住宿優惠。透過這些見解，業者與消費者能更有效應對京都競爭激烈的觀光市場，在獲利與顧客滿意度間取得平衡。

This research examines the factors influencing accommodation pricing on the online travel agency Agoda, specifically focusing on Kyoto, Japan. By analyzing data from 18 hotels of varying star ratings and locations over 32 weeks, the study explores the impact of key variables such as star rating, customer reviews (Agoda scores and Google scores), location, seasonality, and room condition on pricing dynamics. Statistical methods, including correlation analysis, were employed to identify significant pricing determinants. The findings reveal that star ratings and Agoda scores strongly influence pricing, with higher ratings commanding premium prices. Location also plays a role, albeit to a lesser extent, with proximity to Shijo Kawaramachi being more impactful than proximity to Kyoto Station. Seasonal trends significantly affect prices, with notable peaks during cherry blossom season. Conversely, the lowest prices were observed in June, reflecting a seasonal dip in demand. Additional insights include a moderate relationship between Agoda and Google scores, emphasizing consistent customer feedback across platforms, while the hotel's age showed minimal influence on pricing. Travelers prioritize reviews and ratings when making decisions, underscoring the need for high-quality services. These results underscore the importance of leveraging star ratings, optimizing seasonal pricing, and emphasizing location-based advantages to create tailored strategies. The study provides actionable recommendations for hoteliers to refine pricing strategies and for travelers to secure the best deals. By integrating these insights, stakeholders can navigate Kyoto's competitive hospitality market more effectively, balancing profitability and customer satisfaction.