新冠肺炎疫情期间新兴市场中位置属性的决定因素及其对酒店定价的影响

William Appau, S. Aziabah, Elvis Attakora-Amaniampong
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摘要

COVID-19的出现以及随之而来的旅行限制导致世界上几乎所有经济体的酒店服务顾客减少。在这种情况下,位置属性在酒店定价和投资决策中变得更加重要。更有趣的是,看看加纳等新兴经济体的情况如何。本研究评估了新冠肺炎大流行期间塔梅尔地区位置属性对酒店定价的影响。采用混合空间享乐价格法、探索性因子分析法和关键信息者访谈法进行序贯混合研究。调查对象包括815名游客和163家酒店。酒店类别、道路可达性、建筑年龄和酒店价格是酒店定价的关键决定因素。其中,酒店类在COVID-19期间对价格决策的影响更为显著。模型表明,系数为正的酒店类分布在塔梅尔市中心以外。这导致了到期收益率的提高,因为位于市中心以外的酒店接待了更多的客户,一级酒店显示出巨大的净收入和良好的后covid -19投资动力。结果表明,潜在的酒店投资者应将酒店类别作为大流行期间和之后的主要进入决策因素。
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Examining the Determinants of Location Attributes and their Effect on Hotel Pricing in the Period of the Covid-19 Pandemic in an Emerging Market
The emergence of COVID-19 and the consequent travel restrictions have led to a decrease in the patronage of hotel services in nearly all economies in the world. In this circumstance, location attributes have become even more important in hotel pricing and investment decision-making. It is even more interesting to see how this plays out in emerging economies such as Ghana. The study assesses the effect of location attributes on hotel pricing during the COVID-19 pandemic period in Tamale. A sequential mixed research design including Mixed Spatial Hedonic Price Approach, Exploratory Factor Analysis and key informant interviews was employed. A sample of 815 tourists and 163 hotels was used. Hotel class, road accessibility, age of building, and hotel rate are the key determinants of hotel pricing. Among these, the hotel class showed more significance in influencing pricing decisions in the COVID-19 period. The models show that the hotel class with positive coefficients are located outside the city centre of Tamale. This has resulted in increased Yield To Maturity because the hotels located outside the city centre received more clients, with grade one hotels showing a huge net income and good post-COVID-19 investment drive. The results show that potential hotel investors should consider hotel class as a major entry decision factor during and after periods of the pandemic.
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