- 期刊
會展活動與地區特性對觀光旅館經營績效之影響
Exploring the Impact of Convention, Exhibition and Scenic Spots on Performance of Tourism Hotels
摘要
根據過去文獻，會展活動理論上會增加舉辦區域的經濟與餐旅產業的營收，但卻缺乏實證研究。本研究以台灣地區的會展活動與觀光旅館為研究對象，旨在探討會展產業對於觀光旅館經營績效之影響。首先衡量觀光旅館經營效率值作為經營績效之指標，第一階段之研究期間為2005年1月至2010年12月，觀察樣本包括全台國際觀光旅館與一般觀光旅館的月營運資料。使用產出導向型資料包絡分析（Data envelopment analysis, DEA），以三項投入：包括客房數、客房部門員工數、餐飲部門與其他部門員工數，與三項產出：客房營收、餐飲益與員工產值，衡量觀光旅館之效率值。第二階段再以拔靴程序之截斷式迴歸法，探討2008年1月至2010年12月在台灣各地舉辦之國際會議與展覽活動對於舉辦地區觀光旅館之經營績效之影響。實證結果顯示國際會議與展覽活動的舉辦次數愈多對於旅館經營效率會有顯著正向影響，展期天數雖為正向影響但並不顯著，觀光旅館位於風景地區對於經營績效也有正向影響，表示地區特性因素與舉辦會展活動都能顯著影響台灣觀光旅館之經營績效。此結果也可作為政策制定者可以從鼓勵國際會議與展覽來台舉辦，以及發展地方觀光特色兩種方向，協助業者提升觀光旅館經營績效。
並列摘要
Existing literatures indicated that the convention and exhibition (C&E) activities had the favorable economic impact on the tourism and hospitality industry, but seldom empirically studied. Firstly, the paper used the output-oriented data envelopment analysis (DEA) including three inputs: number of room, number of employee from the room department, number of employee from the F&B and other departments and three outputs including room revenue, F&B revenue, and the employee productivity to assess the efficiency of tourism hotels. Secondly, the study utilized the truncated regression with bootstrapped procedure to examine the impact of C&E on the host's hotel performance in the periods of 2008-2010 in Taiwan.Empirical results showed that hosting the international conference and exhibition, show days, the frequency of C&E, and the scenic area had the significantly positive impacts on the efficiency of tourism hotel. The results could offer policymakers and government two ways to enhance the hotel performance: (1) to promote the characteristics of scenic spot and (2) to attract more international conferences and exhibitions held in Taiwan.