Self-Positioning of International Tourist Hotels in Taiwan

Abstract

Abstract This paper analyzes the self-positioning of international tourist hotels (ITHs) in Taiwan at the corporate strategy level and posits two types of positioning strategy-room revenue-oriented and food and beverage (F & B) revenue-oriented -to examine which one is suitable for ITHs. Hotels located in Hualien and in scenic areas have a significantly negative effect on the ratio of F & B revenue to total revenue, implying that hotels in these areas should be room revenue-oriented. Local tourists have a significant positive impact on the ratio of F&B revenue to total revenue, whereas Asian tourists have a significant negative impact on the ratio. Moreover, the operation-year and room price have significantly negative effects on the ratio of F & B revenue to total revenue, suggesting that historic hotels should adopt room revenue-oriented positioning and improve their service quality so as to be able to increase the room price. The number of restaurants has a positive effect on the ratio of food and beverage revenue to total revenue. Therefore, the hotels adopting F&B revenue-oriented positioning should offer diversified types of restaurants for various tourists