開放陸客自由行對觀光旅館平均客房收入之影響－以台北市及風景區旅館為例

Effects of Deregulation of Free and Independent Travelers from Mainland China on the Average Room Revenue of the Tourist Hotels: Evidence from Taipei City and Scenery Area

周怡伶(Yi-ling Chou)

指導教授 ： 樓禎祺

健行科技大學/商學院/國際企業經營系碩士班/碩士(2015年)

摘要

本研究探討開放陸客自由行後，對台灣都會區觀光旅館及風景區觀光旅館之平均客房收入是否有影響。根據研究目的，本研究採用移民署及觀光局之資料計算出兩個與陸客來台人數相關的變數，「大陸來台自由行人數占入台觀光旅客總數比」和「大陸人民團體旅遊人數佔入台觀光旅客總數比」做為主要研究變數，再根據以往文獻採用七個控制變數；並以縱橫資料迴歸為研究工具，試圖找出開放陸客自由行對台北地區及風景區觀光旅館之經營效率（以平均客房收入為指標）影響顯著（包括方向與大小）之解釋變數。研究結果顯示開放陸客自由行後：（一）廠商層級變數中，「大陸旅客佔總住客人數比」與「團體住客佔總住客人數比」對台北地區觀光旅館之平均客房收入的影響顯著為正。顯示來台旅遊之大陸旅客及團體旅客，對提升台北地區觀光旅館平均客房收入有所貢獻。但此二變數卻對風景區觀光旅館平均客房收入造成顯著為負之影響，使得平均客房收入不升反降。（二）產業層級變數中，「大陸人民團體旅遊人數佔入台觀光旅客總數比」對風景區觀光旅館平均客房收入顯著為負。這表示大陸來台團費下探，對已有陸客市場的飯店業者而言，會被迫降低住房價格以迎接預算有限的陸客團。另一變數「大陸來台自由行人數占入台觀光旅客總數比」對台北地區及風景區觀光旅館平均客房收入皆有顯著且正向之影響。顯示開放陸客自由行此一政策，使來台觀光的大陸旅客增加，對提升台北地區及風景區觀光旅館之平均客房收入有貢獻。整體而言，政府積極推動觀光產業的發展，以及開放陸客來台自由行，都是能有效提升觀光旅館住房績效的正確政策，對台灣飯店產業的營運發展具有舉足輕重的影響力。

關鍵字

陸客自由行 ； 平均客房收入 ； 縱橫資料迴歸 ； 經營效率。

並列摘要

The purpose of this study is to examine whether a significant change occurs in operational performance of tourist hotels after opening up of Mainland free and independent travelers to Taiwan for sightseeing. Based on the previous studies, we select seven variables, including variables of industry trend and proxy variables of corporate policy, and we design two variables (ratio of personal travelers from Mainland China to total visitors and ratio of group travelers from Mainland China to total visitors) as the main variables in this study. By using panel data regression as a research tool, we try to find out the explanatory variables with impact of significant, including positive and negative on the tourist hotels operating efficiency (we use average room rate as an indicator of operational efficiency).
The empirical results are summarized as (1) The growth of group lodgers and Mainland China lodgers will raise the average room rate of the tourists hotels in Taipei city. However, the growth of these two lodgers will reduce the average room rate of the tourists hotels in scenery area. (2) The ratio of group travelers from Mainland China to total visitors show great negative influences on the average room rate of scenery tourist hotels. Because Mainland group tourists who take part in package tour to Taiwan prefer lower traveling expenses, hotel industry will be forced to lower room prices in order to meet a budget group of Mainland tourists. On the other hand, the ratio of free and individual travelers (FIT) to total visitors has great effect on both Taipei tourist hotels and scenery tourist hotels. That means the growth of FIT travelers form Mainland China will raise the room revenue of the tourists hotels which located in both Taipei city and scenery area of Taiwan. It can be inferred that the opening of Mainland FIT tourists to Taiwan do help improve hotels’ efficiency. Overall, actively promoting the development of the tourism industry by Taiwan government and the opening tourisam policy effectively enhance the hotels’ efficiency performance and have a pivotal influence on the development of Taiwan's hotel industry.

並列關鍵字

Tourist hotels ； Panel data regression ； Average room rate ； Deregulation of free and independent travelers.

參考文獻

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2. 內政部移民署（2015）。大陸地區人民進入臺灣地區（各類交流）人數統計表。取自http://www.immigration.gov.tw/ct.asp?xItem=1293989&ctNode=29699&mp=1。

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