Research On Factors Influencing The Use Of Revenue Management In Domestic-Investment Hotels In China

As steady improvement of economic level and rapid development of the tourism industry, our country’s hotel industry is developing fleetly. At the same time, domestic-investment hotel management issues are also increasingly prominent, which become the important obstacle factor restricting further enhance the operating capacity and the international competitive position to overall hotel industry. Academia and entrepreneurs generally believe that hotel revenue management is an advanced method to solve the problem of decline in the performance indexes effectively. But after more than ten years since one domestic-investment hotel originally introduced hotel revenue management, the utilization ratio is still low, and the management problem still exists. Under above-mentioned background, this thesis studies the factors affecting the use of hotel revenue management by the method of exploratory empirical analysis. Then we can put forward corresponding strategies and approaches to promote the use, in order to facilitate the enhancement of domestic funded hotel’s overall competitive ability from the management method of the soft power.According to summarize and comb literature material and experts interview data, this paper divides the empirical research object into two levels of variables: adoption intention and adoption behavior, and the influence factors are summed up for the perceived usefulness, perceived ease of use, efficiency of organization, management concept, resource&equipment, consumer behavior and industry environment. This paper uses the SPSS20.0statistical analysis software to test the rationality of the questionnaire, verify the relationship between each of the above factors. Trying to build an effective model to study the factors influencing the use of hotel revenue management. In the empirical study, we proved the rationality of the7factor classification through exploratory factor analysis; the correlation analysis shows that the7factors have significant positive influence on the use of hotel revenue management through, adoption intention is significantly positive correlated with adoption behavior, in addition the perceived usefulness, perceived ease of use, resource&equipment and industry environment products the same direction effect on adoption behavior, and organizational effectiveness, management concept and consumer behavior and adoption behavior indirectly influence the adoption behavior through the intermediary role of adoption intention; the average difference test results show that the economic type, grade and size of the hotel also have a significant impact on adoption intention and adoption behavior of hotel revenue management and most of their influence factors. Finally, based on the empirical research conclusion, the paper brings forward some suggestions and strategies from the three aspects of improving staff cognition, adjusting hotel applicability and improving the market environment to promote the use of revenue management in domestic-investment hotels.