호텔기업과 웹사이트간 공급사슬상의 협력모델하에서 최적가격 결정연구 (A Study on Optimal Price Determination under the Cooperative Model of the Supply Chain between Hotels and Websites)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 21권 / 3호 / 121 ~ 140페이지
· 저자명 : 정충영, 이준재, 함종찬

초록

This study analyzed the cooperation model between hotels and websites connected to the supply chain using the owner-agent model. In this model, hotels determine room rates through competition, and websites charge fees by providing promotional efforts for hotels. As a result of the analysis, first, the demand of hotel guests increases as the degree of publicity efforts of the corresponding hotel increases, and decreases as the degree of publicity efforts of other hotels increases. Second, when a hotel directly operates a website, the two hotels determine the price and publicity efforts at the same level, and the market is divided equally. Third, when the hotel entrusts the website with its public relations efforts, the website does not make any publicity efforts for at least one of the two hotels. Fourth, when the commission for the website increases, the publicity efforts for the hotel are more diligent and the publicity efforts for other companies are reduced.. Fifth, if the sensitivity of the number of visits to the price and the sensitivity of the number of hotel guests to the hotel publicity efforts are sufficiently low, the higher the hotel price, the greater the company's public relations efforts and the less public relations efforts of other companies. Sixth, if the sensitivity of the number of visits to the hotel price and the sensitivity of the number of hotel guests to the hotel publicity efforts are sufficiently low, the higher the hotel price, the greater the company's public relations efforts and the lesser the public relations efforts of other companies. Based on the above research results, hotel companies determine the optimal price.

영어초록

This study analyzed the cooperation model between hotels and websites connected to the supply chain using the owner-agent model. In this model, hotels determine room rates through competition, and websites charge fees by providing promotional efforts for hotels. As a result of the analysis, first, the demand of hotel guests increases as the degree of publicity efforts of the corresponding hotel increases, and decreases as the degree of publicity efforts of other hotels increases. Second, when a hotel directly operates a website, the two hotels determine the price and publicity efforts at the same level, and the market is divided equally. Third, when the hotel entrusts the website with its public relations efforts, the website does not make any publicity efforts for at least one of the two hotels. Fourth, when the commission for the website increases, the publicity efforts for the hotel are more diligent and the publicity efforts for other companies are reduced.. Fifth, if the sensitivity of the number of visits to the price and the sensitivity of the number of hotel guests to the hotel publicity efforts are sufficiently low, the higher the hotel price, the greater the company's public relations efforts and the less public relations efforts of other companies. Sixth, if the sensitivity of the number of visits to the hotel price and the sensitivity of the number of hotel guests to the hotel publicity efforts are sufficiently low, the higher the hotel price, the greater the company's public relations efforts and the lesser the public relations efforts of other companies. Based on the above research results, hotel companies determine the optimal price.

참고자료

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