본 연구에서는 베트남의 경제중심도시인 호치민시의 서비스드 레지던스를 대상으로 객실 운영성과의 영향요인에 대해서 실증분석을 진행하였다. 호치민시에서 운영 중인 서비스드 레지던스에 대한 평균 객실요금(Average Daily Rate)과 객실 점유율(Occupancy Rate)의 자료를 토대로 하여 패널데이터를 구축하여 확률효과모형으로 분석하였다.
분석결과 첫째, 시장특성의 경우 GDP와 외국인관광객의 비율이 증가할수록 객실당 평균숙박료와 객실점유율이 높은 것으로 나타났다. 둘째, 레지던스 특성의 분석결과는 레지던스의 위치가 중심상업지역에 위치하는 경우, 운영사가 브랜드가 있는 경우, 경과연수가 짧을수록 객실당 평균숙박료와 객실점유율 모두 높은 것으로 나타났다. 셋째, 객실특성과 관련하여 총 객실수가 많을수록 객실당 평균숙박료는 증가하는 것으로 나타났으나, 객실점유율은 낮아지는 것으로 분석되었다. 한편, 객실규모가 클수록 객실당 평균숙박료와 객실점유율 모두 낮아지는 것으로 나타났다. 마지막으로 객실점유율과 객실당 평균숙박료는 음(-)의 관계를 갖는 것으로 분석되었다. 이러한 분석결과를 통해 객실의 수요인 객실점유율은 객실가격과 상충관계인 것을 알 수 있었다.
1. CONTENTS
(1) RESEARCH OBJECTIVES
With the growth of tourism in Vietnam, many foreign investors are expanding their business to hotel industries, such as serviced residences, hotels and resorts. In this study, the authors empirically analyze the affecting factors of room operating performance in serviced residences located in Ho Chi Minh City, Vietnam.
(2) RESEARCH METHOD
Panel Data Analysis was implemented based on the data of Average Daily Rate (ADR) and Occupancy Rate (OCC) collected from 209 rooms from 28 serviced residences (7 A grade level, 21 B grade level) operated in Ho Chi Minh City, Vietnam.
(3) RESEARCH FINDINGS
The results showed that characteristics of serviced residences, their market and rooms, were significantly related to Average Daily Rate (ADR) and Occupancy Rate(OCC).
2. RESULTS
First, the characteristics of serviced residence market showed that Average Daily Rate (ADR) and Occupancy Rate (OCC) per room increased with the growth of GDP and foreign tourists. Second, the characteristics of serviced residence confirmed that Average Daily Rate (ADR) and Occupancy Rate (OCC) per room increased when serviced residence were located in CBD, the operation firms had well known brand names, and the age of serviced residence was younger. Third, as for the characteristics of rooms, Average Daily Rate (ADR) per room increased when the total number of rooms got higher, on the other hand, Occupancy Rate (OCC) per room got lower. As the size of the room got bigger, both the Average Daily Rate (ADR) and the Occupancy Rate (OCC) decreased. Finally, Average Daily Rate (ADR) and Occupancy Rate (OCC) per room showed a negative relationship.
