自2008年7月政府開放中國大陸旅客來台觀光至今,無論遊客總人次或商務、觀光目的旅客人數皆大幅成長;本研究探討之重點,在於驗證開放陸客來台觀光對於不同地理區隔之國際觀光旅館住房績效是否真有顯著正向之影響;果若如此,則最重要之影響變數有那幾項,其影響之強度又如何。 本研究採用交通部觀光局的旅館營運資料,該資料將台灣之國際觀光旅館劃分成七個地區,本文以其中50家國際觀光旅館為對象,針對開放陸客來台觀光前三年及後三年之對稱期間資料,七個地區共十四個樣本群體,進行比較性研究。本研究根據以往文獻採用了八個變數,包括:一個總體經濟變數(匯率),兩個產業趨勢變數(搭機來台旅客人數、休閒旅客佔旅館住客總數比率),與五個公司政策變數(平均房價、外國住客佔旅館住客總人數比、團體住客佔旅館住客總人數比、旅館客房部人員佔旅館總員工人數比與旅館其它收入佔旅館總收入比率),為求迴歸模型能有更周延的解釋力,本文加入兩個新設計的替代變數分別代表陸客比重(陸客佔旅館住客總數比率)及主要營收比重(餐飲收入佔旅館總收入比率)。本研究以縱橫資料迴歸(Panel Data Regression)為方法,探討開放陸客來台觀光前後三年,以上十個解釋變數對不同地區的國際觀光旅館之住房績效(以客房住用率為指標)之影響。 根據實證結果發現,來台休閒旅客佔入台旅客總數比率對大部份地區(風景區除外)的國際觀光旅館住房績效有正向且顯著的影響;其它收入佔總收入比率及旅館餐飲收入佔旅館總收入比率對所有地區的住房績效有負向且顯著的影響。
The purpose of this study is to examine whether a significant change occurs in operational performance of the international tourist hotels in different regions due to deregulate tourism markets to China tourists. The targets of this study aim at fifty international tourist hotels in seven regions .The sample periods of the study are the first three years before and after deregulating tourism markets to China tourists. Based on the previous studies , we select eight variables, including variables of industry trend and proxy variables of corporate policy, and then we design two variables (ratio of food and beverage revenue to total- revenue , ratio of Mainland China tourists to total-tourists). We exercise panel data regression to explore the effects, resulting from these variables, affecting the operational efficiency (we use occupancy rate as an indicator of operational efficiency) of international tourist hotels in different regions. Among ten explanatory variables selected or designed by this study, we find that three variables, such as ratio of pleasure-visitor to total-visitor, ratio of other revenue to total-revenue, and ratio of food and beverage revenue to total-revenue , have a significant impact on international tourist hotels in most of the regions.