Empirical Study on the Forecasting of the Hotel Room Sales

호텔 객실판매 예측에 관한 실증적 연구 - 서울지역 특급호텔을 중심으로 -

Nothing is more incorrect than forecasting. Nevertheless, forecasting is one of the most important business activities for the effective management. There has been rapid changes of the growth rate in every respect of the Korean hospitaity industry, especially the hotel industry, before and after the 88 Olympic Games. Therefore, the hoteliers shall be in need of more-than-ever accourate demand forecasting for the more systematic management and control. Under the above circumstances, this study suggested the best forecasting technique and method for the better sales and operations of the hotel rooms. The number of rooms sold is selected as a dependent variable of this study which is regarded as the best representative factor of measuring the growth rate of the rooms division performance of the hotels. The first step was to select the most verifiable independent variable diferently from the other countries or other areas of Korea. As a result, the number of foreign visitors was chosen. Empirical research, i.e. correlation and multiple regression analysis, shows that this independent variable has a strong relationship with the dependent variable told above. The second procedure was to estimate the number of rooms will be sold in 1991 on the basis of the formula calculated through the multiple regression analysis. Time series technique was conducted using the data of the number of foreign visitors by purpose of travel from 1987 to 1990. For the more correct forecasting, however, it would be desirable to adopt the data from 1989 considering the product or the industry life cycle. In addition, deeper analysis for the monthly or seasonal forecasting method is needed as a future research.