展馆迁址对城市星级酒店营收格局的空间重构——广交会实证

城市大型会展事件对酒店业的空间差异化影响一直是学界关注的热点。现有研究多关注某一届展会造成的短期且静态化的经济格局影响，较少关注展馆迁址所产生的长期而动态化的格局变化。因此，文章以2008年秋季广交会会展业务整体迁至琶洲为例，探究了展馆迁址对广州市域星级酒店在展会期间营收格局的空间重构，具有一定的现实意义。基于计量统计和ArcGIS平台，研究揭示了展会期间广州市域星级酒店营收格局的变化趋势及其背后逻辑。研究发现，在展馆迁址后的8年间，广交会期间的市域星级酒店：1）总体及平均营收均从“单核”转向“双核”格局，营收重心的“东延”“南拓”与展馆迁址在空间上具有相对一致性。展馆迁址改变了酒店与展会的空间距离，引发住宿需求在空间上的转移，推动市域酒店业“双核”营收格局的形成。2）营收变化率随时间呈现出由剧烈到平缓的趋势，且迁出地的变化率小于迁入地。3）迁入地酒店供给增长不足以消化会展期间巨大的住宿需求，而迁出地酒店供给格局在区域竞争中仍占优势，并且特殊的酒店购买模式使得原有住宿需求仍较多留在展馆迁出地酒店，抑制市域酒店业“双核”营收格局向以展馆新迁入地为中心的“单核”格局的演变，这使得在展馆迁址后，迁出地酒店业的总体与平均营收水平依然会保持较长时期的营收优势。

Relocating the Canton Fair Changes the Spatial Construction of the Income Pattern of Regional Star-Rated Hotels in Guangzhou

The impact of large-scale urban conventions and exhibitions on the spatial differentiation of the hotel industry has always been a topic of interest in the academic community. Existing researches, however, pay more attention to the short-term and static economic patterns caused by certain exhibitions and less to the long-term and dynamic pattern changes caused by the relocation of the exhibition hall. Therefore, this study takes the overall movement of the Canton Fair to Pazhou in the fall of 2008 as an example with which to explore the practical impact of the relocation of its pavilion on the spatial reconstruction of the star-rated hotels in Guangzhou city during the exhibition period. It uses measurement statistics and ArcGIS software to compare data on these hotels during the Spring Fair in 2008, 2012, and 2016, attempting to reveal the changes in and logic behind their revenue trends based on supply of and demand. The main conclusions of the study, in terms of the overall and average revenue of these hotels during the Canton Fair in the eight years after the relocation of the pavilion are as follows. 1) Before the relocation of the exhibition hall, the overall and average revenue of star-rated hotels had "single-core" spatial characteristics, with Yuexiu District as the core; after the relocation, income earned in Yuexiu District gradually decreased while that of Tianhe and Haizhu districts gradually increased, showing that a "dual core" pattern centered on Yuexiu and Tianhe. In addition to this shift, the focus of the revenue saw an "eastward extension". A "southern extension" was relatively consistent with the spatial relocation of the pavilion, which changed the spatial distance between the hotel and the exhibition and triggered the transfer of demand for accommodation and promoted the formation of the "dual-core" revenue pattern for the municipal hotel industry. 2) The fluctuation of hotel revenue in each region from 2008—2012 was greater than that from 2012—2016; and this was smaller in Yuexiu District and the nearby Liwan District, where the exhibition moved to halls that were smaller than those used in Haizhu and Tianhe districts when the exhibition moved to the latter. This indicates that the impact of the relocation of the exhibition hall on changes in hotel revenue has shown a trend moving from large to small over time, and the rate of change in the areas to which it emigrated is less than that from which it immigrated. 3) Simultaneously, however, the growth in the number of hotels near Pazhou are not enough to manage the surge in demand for accommodation during the exhibition, and the hotel supply pattern of the Yuexiu District still dominates the regional competition due to a special hotel purchase mode which ensures that the original demand for accommodation remains there. This inhibits the "dual-core" revenue pattern of the municipal hotel industry from evolving into a "single-core" pattern centered on the new location of the exhibition hall. This will ensure that the overall and average revenue of the hotel industry in Yuexiu District maintains a long-term revenue advantage after the relocation of the exhibition hall.