研究議題： 品牌效益：在完整的經濟週期中品牌酒店和獨立自營酒店表現的比較 緒論 （研究問題的性質、研究問題的重要性、研究價值、研究背景、研究動機、研 究目的、研究主題實質意涵） 研究假設本研究依獨資旅館與連鎖旅館不同的經營模式，藉由品牌加盟的 策略，在相同經濟週期下，探討品牌加盟的經濟效益。 研究假設 假設一 在所有經濟條件下，支付特許加盟使用費加盟品牌的連鎖酒店入住率高於其他 獨立酒店。 假設二 在所有經濟條件下，獨立經營的酒店其平均每日房價高於加盟品牌的旅館。 假設三 在經濟衰退期，品牌酒店相較於獨立酒店有顯著較高的淨營收。 假設四 在經濟衰退期，獨立酒店相較於品牌酒店在淨營收有更大的變化。 參考文獻
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研究對象 針對這一研究項目的樣本包括，關於 51,991 家酒店分佈在美國 50 個州和華盛頓 特區的數據集。慷慨地提供給我們的數據史密斯旅遊研究，其中包括性能數據 的完整經濟週期。 抽樣方法（含抽樣架構） 參考文獻
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