Abstract

This paper analyzes the self-positioning of international tourist hotels (ITHs) in Taiwan at the corporate strategylevel 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 havea significantly negative effect on the ratio of F & B revenue to total revenue, implying that hotels in these areasshould be room revenue-oriented. Local tourists have a significant positive impact on the ratio of F&B revenueto total revenue, whereas Asian tourists have a significant negative impact on the ratio. Moreover, theoperation-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 qualityso as to be able to increase the room price. The number of restaurants has a positive effect on the ratio of foodand beverage revenue to total revenue. Therefore, the hotels adopting F&B revenue-oriented positioning shouldoffer diversified types of restaurants for various tourists.

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