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허진숙(Jin Suk Hur),이정자(Jung Ja Lee) 한국호텔외식관광경영학회 2010 호텔경영학연구 Vol.19 No.6
Hotel reacts sensitively in business environment change. Therefore, it is difficult to expect an affirmative management results in recession. This study identifies factors affecting revenue of hotel rooms, which is the main revenue generating department, and helps to overcome from crisis in a recession through contributing revenue improvement. This study examines 60 hotels in Seoul on 2008 and 2009. Multiple regression analysis is conducted to test the hypotheses. The results show that ADR and occupancy rate significantly influences to hotel rooms revenue, but a number of rooms and age of hotel do not. Hotel rooms revenue is most closely tied to its ADR, although occupancy rate has a strong influence for first and second class hotels, while occupancy rate does for third class hotels. Raising or keeping its price in recession is the ones that enjoys strong rooms revenue for first and second class hotels. For third class hotels, discounting price leading to good occupancy rate is the best policy to maximize rooms revenue. The age of the property significantly influences the hotel rooms revenue for third class hotels. Among the same class hotels, the newer one has better rooms revenue. There is no significant difference in the result due to management type.
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