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패널 연립방정식 모형을 이용한 호텔 객실의 단기 수요 및 가격 결정요인 분석
유현선,유선종 한국부동산연구원 2017 부동산연구 Vol.27 No.2
This study examines the interrelationship between hotel room demand and room rates for three-star to five-star hotels located in major five metropolitan areas in South Korea during the 2000 to 2014 period. The Fixed Effects Two Stage Least Squares(FE2SLS) method through a panel data simultaneous equations model was estimated to uncover how hotel attributes and market attributes affect the number of rooms sold and the room price, Average Daily Rate(ADR). The estimated results indicate that ADR as an endogenous variable and exogenous variables such as the age of a hotel, one-year-lagged hotel's occupancy rate, the ratio of foreign guests, GRDP per capita, the growth rate in exchange rates, and one-year-lagged room inventories per land area are important determinants of the room demand function. In the short-run room rates function, including the number of rooms sold as an endogenous variable, exogenous variables such as the age of a hotel, the growth rate of foreign guests, the ratio of the number of employees in the lodging market, the ratio of one-year-lagged hotel’s ADR, and last year’s 3-month CD rates have significant effects on the room price. The empirical analysis is expected to provide useful implications on the hotel room demand and room pricing in South Korea for hotel owners, developer, and investors. 본 연구는 2000년부터 2014년까지 국내 주요 5개 도시의 특급 호텔과 1급 호텔을 대상으로 호텔의 객실 수요와 가격 간의 상관관계를 분석하고자 한다. 패널 연립방정식 모형을 활용한 고정효과 2단계 최소자승법(FE2SLS) 분석을 통해 호텔의 특성요인과 지역 시장의 특성 요인들이 판매객실수와 객실가격(ADR)에 어떠한 영향을 미치는지 분석하였다. 분석결과 내생변수인 ADR과 외생변수인 경과년수, 전년도 호텔 객실이용률, 외국인투숙객 점유율, 1인당 지역내총생산 변수, 환율증감률, 전년도 토지면적당 공급량이 객실수요에 영향을 미치는 것으로 나타났다. 단기 가격결정함수의 경우, 내생변수인 판매객실수를 포함하여 외생변수인 경과년수, 외국인투숙객수 증감률, 숙박 및 음식업 종사자수 비율, 전년도 호텔 ADR 비율, 전년도 91물 CD금리가 객실가격에 영향을 주는 것으로 나타났다. 본 연구는 호텔 소유주와 디벨로퍼, 투자자들에게 국내 호텔의 객실 수요와 가격결정에 대한 유용한 시사점을 제공할 것으로 기대된다.
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유현선,황규석(Hwang, Gyu-Seok),서선덕 대한교통학회 2003 대한교통학회 학술대회지 Vol.44 No.-
교통에서의 공급과 수요의 불균형으로 인한 문제점과 그를 개선하려는 노력의 순환은 끊임없이 되풀이되고 있다. 사용자의 입장에 있어서 문제시되는 것은 수요에 맞지 않는 공급이다. 특히 철도 시스템과 같은 대중교통에 있어서 장래의 교통망 변화에 따른 수요 변화와 그를 맞춰줄 수 있는 서비스 공급이 더욱 중요하다.
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유현선,유선종 한국부동산연구원 2016 부동산연구 Vol.26 No.4
This study examines how hotel attributes and facility attributes affect room rates for upscale hotels, four and five-star hotels. The authors employ a hedonic pricing model and analyze data from seventy six hotels operating in six metropolitan regions of South Korea during 2014. To develop better statistical models, three alternative models are specified and estimated.; Model 1.1 only including hotel attributes; Model 1.2 including both hotel and facility attributes as the comprehensive model; and Model 1.3 exploring a non-linear relationship between the dependent and the main independent variable. In addition, two robustness tests are performed. One is to reestimate with only data from the Seoul Metropolitan Area, and the other is to reestimate after including three-star hotels in the data pool. The results indicate that hotel characteristics (the total number of hotel rooms competing in the local market, the total number of floors, and the number of parking spaces per room) positively influence Average Daily Rate (ADR) which is one of universally accepted indicators of hotel operating performance. In terms of facility attributes, the total F&B department revenue per occupied room and swimming pool dummy have significant positive impacts on hotel room rates. The main finding demonstrates that the meeting’s space-to-rooms ratio has a non-linear effect on hotel‘s ADR, posing a negative impact before passing a certain threshold. This study is expected to provide hotel owners and developers with new insights into investment strategies, by empirically exploring the importance of hotel facilities. 본 연구는 호텔 특성과 부대시설 특성 요인들이 특1급과 특2급 호텔의 객실가격에 미치는 영향을 분석하고자 한다. 2014년 서울을 포함한 6개 광역도시 지역의 76개의 특급 호텔을 표본으로 헤도닉 프라이스 모형을 통해 분석하였다. 보다 나은 회귀모형을 추정하기 위해, 호텔 특성 변수만을 고려한 <모형 1.1>과 부대시설 특성 변수를 함께 고려한 통합 모형인 <모형 1.2>, 핵심 변수의 비선형의 관계를 검정하기 위한 <모형 1.3>으로 모형을 설정하였다. 또한, 수도권 지역만을 분석한 모형과 1급 호텔을 포함하여 새로 분석한 두 가지 유형의 강건성 테스트도 실시하였다. 분석결과는 호텔 특성 변수(경쟁 호텔의 객실 수, 총 층수, 객실당 주차대수)가 호텔 운영성과의 대표적인 지표인 판매객실 평균요금(ADR)에 양(+)의 영향을 미치는 것으로 나타났다. 또한, 부대시설 특성 변수인 판매객실당 부대시설수입과 수영장의 유무는 호텔의 객실가격에 양(+)의 영향을 주는 것으로 나타났다. 주요 연구결과는 판매객실당 미팅공간총면적 비율(미팅공간비율)이 어느 한계점을 지나기 전까지는 음(-)의 영향을 주면서, 호텔의 ADR에 비선형 관계를 가지는 것으로 나타났다. 본 연구는 부대시설의 중요성을 실증분석함으로써 호텔 소유주와 디벨로퍼들의 투자 전략에 새로운 시사점을 제공할 것으로 기대된다.
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서비스혁신 연구 동향: 국내 및 해외 주요 학술지를 중심으로
유현선 한국경영정보학회 2014 Asia Pacific Journal of Information Systems Vol.24 No.4
Although service innovation is not a new concept, innovation research in general tends to focus on technological innovation by manufacturing firms. With this view, innovation studies focus on product(e.g., goods) and process(e.g., product systems) innovation, ignoring service innovation and its inherent opportunities. Since major economy has been transformed to service economy, service innovation is considered a new effective way to sustain and gain a competitive advantage. Service innovation is no longer regarded merely as a side activity to product innovation; it has become a main research topic in its own right, accompanied by an increasing focus on services. While the number of service innovation studies has increased dramatically in the past 30 years in international research, few studies have been performed in domestic studies because domestic service innovation research began from the middle of 2000. In addition, there are no comprehensive literature reviews describing the evolution of service innovation research in both international and domestic studies because of the heterogeneities of service industry and multidiscipline characteristics of service innovation studies. To bridge this research gap, the purpose of this paper is to perform an extensive literature review and synthesis to enable a critical review of extant research on service innovation and trace its evolution, which will establish a foundation for further studies. By reviewing 169 articles (136 international papers; 33 domestic papers) published between 2000 and 2014 (in past 15 years), primarily in leading service, innovation and management information systems journals, this study analyzes the progression of service innovation research according to the four aspects such as number of studies, topics, methodologies and target industries. Overall, the view of service innovation has evolved, from a complement of traditional product innovation to a multidimensional, all-encompassing concept that entails several functions, both within and outside the firms. The results showed that domestic research still stays at the formation phase of service innovation studies although international research is in the maturity or multidimensional phase. We found increasing recent activities pertaining to service innovation, resulting from the increasing interest in services innovation across various industries and the links of new topics to the service innovation concept in both international and domestic studies. However, the main focus of service innovation research showed a different propensity between international and domestic studies: the former mainly focuses on a much more diversified pattern, emphasizing the linkages between service innovation and business strategy while the latter mainly focuses on the service innovation process(system) and service design. In addition, there are many case studies in domestic studies while many empirical studies in international studies. Domestic studies should increases the understanding of the interplay between service innovation and product innovation within manufacturing firms. Furthermore, rather than focusing on intrinsic distinctions between service innovation and product innovation, researchers should strive to develop and conceptualize service innovation in domestics studies. The present research also provides useful implications for practitioners. First, this study contributes to expand the current understanding of service innovation research by performing an extensive literature review. Second, tracing and comparing the progression and trends of service innovation research between international and domestic studies, this study showed the similarities and differences between them, which provide practical guidance on future research directions and research agenda. Third, this study performed literature review establishing the analysis system in the initial stage and using them to analyze articles, which is leading to...
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