台灣國際觀光旅館的市場評價與經營績效

隨時間的推移台灣觀光業越來越重要，台灣有著得天獨厚的地理環境與文化氣息，吸引各國觀光旅客來台旅遊觀光。觀光人數的增加自然對旅宿業帶來影響，各式各樣的旅館、國際觀光旅館及民宿一間一間的開，其中較有指標性的就是國際觀光旅館，本研究特別針對國際觀光旅館挑選了3家歷史悠久且口碑良好的公司，分析其市場評價及經營績效。本研究採用的方法為縱橫資料模型，期間為2009~2018年的季資料，標的為國內3家指標性的國際觀光旅館，其分別為六福、國賓及晶華，研究其經營績效以及市場評價。其中的變數包括總營收、客房房價、營收結構的改變、中國與日本來台人數、旅客結構、全台民宿房間數及台股加權指數，研究結果發現在市場評價跟經營績效兩個不同模型中，一樣的變數會有不同的影響效果，例如客房房價，在市場評價的模型中其研究結果是負相關，但在經營績效模型裡卻是正相關，其反映的是，站在市場角度與站在經營角度是有不同的看法。

關鍵字

六福；國賓；晶華；縱橫資料模型；經營績效；市場評價；國際觀光旅館

並列摘要

Over time, Taiwan's tourism industry has become more and more important. Taiwan has a unique geographical environment and cultural atmosphere, which attracts tourists from all over the world to Taiwan. The increase in the number of tourists naturally affects the travel and lodging industry. Various hotels, international tourist hotels, and hostel are opened one by one. Among them, the international tourist hotels are more indicative. This paper is focus on 3 international tourist hotels and its market evaluation and analysis of business performance. The method used in this paper as Panel Data , for the period 2009 to 2018 year quarter data , chose 3 international tourist hotels, which were Leofoo, Ambassador and Regent, research its business performance and market evaluation. The variables include total revenue, room prices, changes in revenue structure, the number of visitors from China and Japan, the structure of tourists, the number of hostel in Taiwan , and the weighted index of Taiwan stocks . This paper found that there have different effects at market evaluation and business performance model but the same variables, such as room price. In the market evaluation model, the research result is negatively correlated, but in the business performance model, it is positively correlated. It reflects that there are different views .