近年來觀光外匯收入逐年上升,旅館為觀光外匯的主要來源,而其中國際觀光旅館,更是旅館產業中的核心產業。然由相關數據顯示,各個國際觀光旅館營運績效並不相同,有些旅館持續擴建或新增,然有些旅館卻被併購或是歇業,如何在市場競爭環境中脫穎而出,創造競爭優勢,對國際觀光旅館經營者實為一重要的課題。本研究利用存活分析法,建立國際觀光旅館之存活函數和危險函數,比較不同規模、區位與經營型態對旅館營運存活的關連性。 實證結果顯示:(1)客房收入正向顯著影響旅館危險率,為旅館之重要營收來源,故業者可考慮進行市場區隔,推出高品質與經濟實惠型客房,以符合M型化社會,也提升住用數,避免客房收入提升但實際上卻虧本,並仔細評估員工薪資,適度加薪以提升工作投入並降低離職率;(2)各地區平均累積存活率高低依次為,台北區、其他區、風景區、桃竹苗區、台中區與高雄區;(3)依據旅館客房數劃分,各規模平均累積存活率高低依次為,規模4、規模6、規模5、規模3以上與規模7以下;(4)各經營型態分組平均累積存活率高低依次為:連鎖休閒旅館、連鎖商務旅館、非連鎖商務旅館與非連鎖休閒旅館;(5)應依據不同之國際觀光旅館經營型態,發展不同之營運方針。
As tourism foreign exchange grown up in the past few years, Hotel revenue become the principle income of tourism foreign exchange, and international tourist hotels had became to the center of hotel industry. According to the data, every hotel have different operation performance, someone enlarge or to increase, but someone combine or to shut down. Standing out in the competitive market and create competitive advantage is an important topic for proprietor. This research use survival analysis to build survival and hazard function, and compare relation in scale , location , operate type and operate survival. Research result as follows: (1)Revenue in rental is positive outstanding to hazard rate, suggest proprietor do market segmentation and provide exquisite and cheap room for M-social trend. Estimate and increase staff income to rise job involvement. (2)Cumulative proportion surviving in location from high to low are Taipei, else area, scenic area, Taoyuan, Hsinchu and Miaoli, Taichung and Kaoshiung. (3)Cumulative proportion surviving in room number from high to low are scale 4, scale 6, scale 5, over scale 3 and under scale 7. (4)Cumulative proportion surviving in operate type from high to low are multiple leisure hotel, multiple commercial hotel, not multiple commercial hotel and not multiple leisure hotel. (5)Suggest to develop different policy in respective operate type.