Analysis on Seasonality of Accommodation Demand for Tourist Hotels

Abstract

Seasonality is an important feature of the tourism industry, and one of the greatest disturbing factors affecting related business operation in the industry. This study used the structural time series model to analyze the seasonality of the accommodation demand for tourist hotels, and this method can test the stochasticity of seasonality and observe the seasonal pattern changes, which makes itself a very good way to explore the seasonality of tourism. The empirical results show that the accommodation demands for tourist hotels in all 7 areas are all obviously seasonal and stochastic. The seasonal pattern of tourist hotel accommodation demand of Taipei area, and Taoyuan, Hsinchu, and Miaoli area are similar; the pattern of Kaohsiung area and Taichung area are also similar to each other; and Hualien area, scenic area and other areas are similar in their seasonal pattern, mainly due to the difference in the structure of tourist sources. Faced with the seasonal changes, hoteliers can adopt the strategy of price differentiation, cooperate with other industries and hold events, conferences and exhibitions with the local government to expand the tourist source and increase the room occupancy rate.