應用灰關聯分析評價觀光旅館業聲望

Using Grey Relational Analysis to Evaluate the Reputation of Hotels

林士彥(Shih-Yen Lin)

《生物與休閒事業研究》 1卷1期 (2004/01) Pp. 141-156

https://doi.org/10.30133/BLIR.200401.0008

摘要

企業聲望及形象是公司一項無形的資產，擁有良好的企業聲望對於公司的競爭優勢具有很大的影響力。近年來國內注意到企業聲望的重要性，許多專業的企業聲望調查，提供企業競爭的重要參考指標。本研究運用多評準決策方法(Multiple Criteria Decision Making, MADM)來進行觀光旅館業的企業聲望評價與經營績效評估，期能為觀光旅館業者提供標竿學習之重要指標、投資者評估出較適合投資之標的、消費者評選旅遊住宿旅館的簡易方法，或是提供與即將踏入社會之新鮮人作為評估就業之目標。當有為數不少的觀光旅館可供評選，又有許多評估因子需要同時考慮，此時透過多屬性決策方法之簡單加權和法(Simple Additive Weighting Method, SAW)與灰關聯分析(Grey Relational Analysis, GRA)等技術的輔助來評估出較優良之觀光旅館業，此類決策方法對解決多目標間的衝突與矛盾、彼此優先次序不同的問題非常有效。透過多屬性決策與灰關聯分析亦可以進一步的探討在不同的決策者喜好之下，各家觀光旅館整體表現之不同點。

關鍵字

企業聲望 ； 多評準決策 ； 灰關聯分析

並列摘要

This research applies technique of the grey relational analysis (GRA) to prioritize the business reputation of the seven hotels in tourism industry with different parameters and weights settings. While evaluating various attributes among numerous hotel firms, the multiple criteria decision making (MCDM) method is practically effective on selecting the best hotel in tourism industry. Though using different parameters and weights could generate different priority, the study has revealed that Grand Hyatt Taipei and Grand Formosa Regent Taipei, were the two best companies in hotel industry in Taiwan, as the other five firms still have room for improvement.

並列關鍵字

Business Reputation ； Multiple Criteria Decision Making ； Grey Relational Analysis