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Multivariate models of hotel occupancy performance and their implications for hotel marketing
Author(s) -
Jeffrey Douglas,
Barden Robin R. D.
Publication year - 2001
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/1522-1970(200101/02)3:1<33::aid-jtr291>3.0.co;2-i
Subject(s) - occupancy , multivariate statistics , sample (material) , econometrics , marketing , multivariate analysis , statistics , business , economics , mathematics , engineering , architectural engineering , chemistry , chromatography
Multivariate models are developed to explain the differential occupancy performance of a sample of 279 English hotels. Following a procedure established in an earlier paper, hotels are first differentiated on the basis of their overall occupancy performance, seasonality, long‐term trend and length of season. Regression models are specified and calibrated to relate each of these dimensions of occupancy performance to the location and other characteristics of the hotels. The four models produce the expected positions of hotels in ‘occupancy performance space’, against which their observed positions can be compared. The application of the models in hotel marketing is discussed and demonstrated. Copyright © 2001 John Wiley & Sons, Ltd.