Because humans need to show a heterogeneous structure, the consumers behave differently. The purchasing behaviors of consumers are complex. Determining how and to what extent the variables affect the room rates of the tourism facilities will contribute significantly to the research on tourism marketing, and the studies on room pricing. Examining the spatial distribution of the room rates of the accommodation facilities and determining the regions and variables that are affected will be useful for the regional managers and operators. In line with this scope, the aim of the study is to determine the features of the accommodation facilities which are present in the Antalya province, particularly those on the coastal zone and their proximity to the beach, in order to analyze the impacts of these features on the room rates, and to determine the changes based on their spatial attributes. Therefore, a detailed study including the room rates, features, locations, distances to the sea, and the features of the beach of the accommodation facilities in Antalya province was required. Especially, the most important factor affecting the number of the customers in the tourism sector is the room rates offered by the facility, its features, and location. Thus, the way to increase the number of customers is very important. The facilities have to increase the number of their customers and overtake other competitors. The number of the accommodation facilities increases day by day to meet the intense demand of the tourists thus, it leads the competitive environment to grow. The city, as a region, hosts the tourists who are engaged in different activities related to the sea, congress, health, sports, etc.
With its natural and historic monuments and cultural richness, it attracts the attention of the tourists. However, the scientific studies that represent larger areas or regions are scarce.Īntalya region, which has been determined as the study area, hosts a large number of domestic and foreign tourists in the four seasons of the year. The spatial analyses for an accommodation facility and scientific studies representing only a small area can be frequently seen in the literature. Knowing the factors affecting the room pricing as well as being aware of the customer preferences and their behaviors are very important to improve service quality ( Baddeley, 2017 Li et al., 2017 Zhang et al., 2011).Įspecially, the determination of the factors affecting the room rates of the accommodation facilities and examining their spatial relationship using statistical methods are among the major criteria in pricing ( RigallI-Torrent et al., 2011). The scientific studies on the hedonic pricing for the rooms and the factors affecting these pricings at the accommodation facilities in the tourism sector have gained importance in recent years ( Papatheodorou et al., 2013 Chen and Rothschild, 2010 Rigall-I-Torrent et al., 2011). The hedonic price model describes the relationship between the room rates and the features of the hotel ( Falk, 2008). For a manager, it is very important to determine how the room rates and hotel features are perceived by the consumer ( Chen and Rothschild, 2010). The room pricing decisions are quite complex. In tourism sector, there are many characteristics that affect room rates. The consumers can evaluate the prices of the products, compare the same products, and assess them relative to each other to match the quality and the price ( Brassington and Pettitt, 2007). The pricing studies are an important strategy in the economics ( Papatheodorou et al., 2013).
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