Using univariate test and OLS regression analysis, this study explores the intrinsic mechanism of how the China Import and Export Fair (or Canton Fair), held biannually in Guangzhou, influences hotel room rates. Hotel room rates in the city before, during and after the event are represented by the average hotel room rates on Ctrip.com for three consecutive fairs and nine periods of non-fair time. The results indicate a declining impact on the hotel room rates in general. Specifically, the rates in up-scale (5-star) and low-scale (2-star) hotels increased less than middle-scale (3-star or 4-star) hotels, while business hotels benefited more than the outlying resort hotels.
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