民宿客房預收訂金率之決定與經濟效率分析
中華管理學報
In this paper, we examine the effect of the difference between tourists’ lifestyle on determining the advance-payment rate in a recreation industry. We separate consumers into two groups, the weekday-type group and the weekend-type group. Two groups have different valuations about the leisure service provided by a firm. We also incorporate the tourist’s consumer’s price insensitivity into the analytic model. We find that the firm’s rate of advance-payment depends on the market share of tourist’s type, the price of leisure service, the leisure service price insensitivity, and the marginal cost of leisure service. Our welfare conclusion is that when the marginal cost of leisure service is sufficiently small (large), the advance-payment rate determined by the firm is higher (lower) than the socially optimal rate of advance-payment, this indicates that the firm’s rate of advance-payment is not (over) economic efficient. In addition, we argue that the regulation that requires the rate of advance-payment cannot higher than 30% of the first day’s guest room price would be not efficient. This is because the regulation ignores both the differences between tourist’s tourism choice types and the firm’s operating conditions.
本研究主要探討遊客旅遊型態差異對民宿業者決定預收訂金率之影響效果。研究結果顯示：(1)客房預收訂金率之決定，是取決於遊客旅遊型態之市場佔有率，客房價格及其敏感度，以及客房服務之邊際預訂成本。(2)針對民宿個別旅客直接訂房定型化範本草案中，有關訂房訂金不得逾約定首日房價之30%的上限約束，因此約束未能兼顧遊客旅遊型態差異與業者經營條件，有可能是不具經濟效率。
Tourist’s Tourism Choice Type, the Rate of Advance-Payment, the Social Optimum Rate of Advance-Payment 遊客旅遊選擇型態, 預收訂金率, 社會最適預收訂金率
李玫郁、孔秀琴、楊琮泰、呂英瑞，2010，「民宿客房預收訂金率之決定與經濟效率分析」，中華管理學報，第11卷，第2期，第45-62頁。
[http://dx.doi.org/10.30053%2fCHJM.201006.0003] (http://dx.doi.org/10.30053%2fCHJM.201006.0003)