Using the Hedonic Price Model to Examine the Impact of Location on Room Rates in the East Black Sea Region (TR9)

Yıl 2022, Cilt: 14 Sayı: 27, 435 - 452, 29.11.2022

Özgül Bilici Elif Karaahmetoğlu

https://doi.org/10.20990/kilisiibfakademik.1169807

Öz

Despite the destructive impact of the Covid-19 Pandemic, tourism is one of the Turkey’s dynamic and fastest growing sectors. In recent years, the sector started to attract visitors for alternative forms of tourism such as sports, health and nature tourism. Lately, the East Black Sea Region (TR9) is preferred by outdoor sports and nature enthusiasts. The constant growth in tourist arrivals and overnights have increased both supply and demand for tourist accommodation which is considered as a differentiated product in terms of pricing. There is a variety of attributes or 'characteristics' on the rates charged for hotel rooms. To this end, this study aims to seek the attributes that influence the overall prices of tourism facilities using hedonic price methods. The particular impact of location on room rates is investigated. The results show that star category, hotel and room size, parking, beach, and Arabic speaking staff are significantly associated with room rates. Moreover, tourists are willing to pay more for accommodations that are close to the airport and visiting sites which are mostly located in highlands in the region. Therefore, the location of accommodation establishments in the region explains the price differences in terms of accessibility and site selection. The results would be useful for hotel managers and local policy-makers in order for design their pricing policies to attract more tourists to the region.

Anahtar Kelimeler

The East Black Sea Region, Room Rates, Location, Hedonic Price Model

Doğu Karadeniz Bölgesinde (TR9) Konumun Oda Fiyatları üzerine Etkisinin Hedonik Fiyat Modeli ile İncelenmesi

Öz

Covid-19 Pandemisinin yıkıcı etkilerine rağmen, turizm sektörü Türkiye’nin dinamik ve en hızlı büyüyen sektörlerinden biridir. Son yıllarda, sektör spor, sağlık ve doğa turizmi gibi alternatif turizm alanlarında da turist çekmeye başlamıştır. Son zamanlarda Doğu Karadeniz Bölgesi (TR9) doğa sporları için ve doğa tutkunları tarafından tercih edilmektedir. Turist gelişlerinde ve gecelemelerde yaşanan sürekli artış, fiyatlandırma açısından farklılaştırılmış bir ürün olarak kabul edilen turistik konaklamaya yönelik hem arz hem de talebi artırmıştır. Otel odaları için fiyatlandırma yapılırken çeşitli nitelikler veya 'özellikler' söz konusudur. Bu doğrultuda, bu çalışma, hedonik fiyat yöntemini kullanarak turizm tesislerinin fiyatlarını etkileyen genel özellikleri araştırmayı amaçlamaktadır. Çalışmada, özellikle konumun oda fiyatları üzerindeki etkisi araştırılmaktadır. Bulgular, yıldız sayısının, tesis ve oda büyüklüğünün, otoparka, kumsala ve Arapça konuşan personele sahip olmanın oda fiyatları ile anlamlı ilişkisi olduğunu göstermiştir. Ayrıca, turistlerin hava alanına ve çoğunluğu yaylalarda yer alan ziyaret noktalarına yakın tesislere daha yüksek fiyat ödemeye istekli olduğu bulunmuştur. Bu nedenle, tesis konumu ulaşılabilirlik ve de yer seçimi açısından bölgedeki oda fiyatlarını farklılaştırmaktadır
Sonuçlar, bölgeye daha fazla turist çekmek için fiyatlandırma politikalarını tasarlamak adına otel yöneticileri ve yerel politika yapıcılar için faydalı olacaktır.

Anahtar Kelimeler

Doğu Karadeniz Bölgesi, Oda Fiyatları, Konum, Hedonik Fiyat Modeli

Kaynakça

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