旅館產業市場結構對獲利率、服務品質和廣告的影響

本研究採用HHI當作市場結構的衡量指標，採用原先Pan (2005)餐飲和客房收入的市場結構，並且加入交通部觀光局依住宿旅客類別分出來的各別旅客市場、團體旅客市場的和住宿旅客國籍別分類出來的本國旅客市場和外國旅客市場共6個市場結構。說明對台灣國際觀光旅館對旅館產業的獲利率、服務品質和廣告密集度的影響。並且使用追蹤資料模型 (Panel Data Model)分析台北、台中和高雄地區國際觀光旅館及15年的縱橫資料來做研究。再以Hausman(Specification) Test檢定資料是適合隨機效果或固定效果模型，最後再以Hausman Test內生性檢定資料是否有內生性的問題，假如有內生性的問題，則使用落後一期市場結構資料來修正內生性的問題。實證結果顯示:對於獲利率部分，餐飲收入市場集中度對獲利率是負向顯著的影響;服務品質部分，餐飲收入市場集中度對餐飲部服務品質是正向顯著的影響且客房收入市場集中度對客房部服務品質也同為正向顯著的影響。外國旅客市場集中度和個別旅客市場集中度對客房部的服務品質分別為負向和正向顯著的影響;廣告密集度部分，客房收入市場集中度對客房部廣告密集度是正向顯著的影響，外國旅客市場集中度和個別旅客市場集中度對客房部廣告密集度分別為負向和正向顯著的影響。關鍵詞: 餐飲收入市場、客房收入市場、個別旅客市場、團體旅客市場、本國旅客市場、外國旅客市場、獲利率、服務品質、廣告密集度

關鍵字

餐飲收入市場；客房收入市場；個別旅客市場；團體旅客市場；本國旅客市場；外國旅客市場；獲利率；服務品質；廣告密集度

並列摘要

Following Pan (2005), this paper adopts the Herfindahl and Hirschman Index (HHI) to measure the level of concentration in the room service and food and beverage (F&B) service markets. Furthermore, my study accounts for a variety of guest markets including free independent travelers (FIT), group travelers, domestic and foreign lodgers. The purpose of this paper is to empirically investigate the influences of concentration in different hotel service and guest markets on profitability, service quality and advertising intensity based on panel data for international tourist hotels in three metropolitan areas (Taipei, Taichung and Kaohsiung). Empirical data are from the Annual Operation data, published by Taiwan’s Tourism Bureau, during the period from 1996-2010. I have conducted a Hausman test to examine whether random effects or fixed effects models is a more appropriated specification. My empirical model employs lagged market structure measures as instruments to correct possible endogenous bias. The empirical evidence shows the negative concentration effect on profitability in F&B service market. For service quality, the concentrations in F&B service, room service and foreign guest markets present positive and significant effects while FIT travelers market concentrations are negatively associated with room service quality. For advertising intensity, the influence of concentration on advertising intensity is significantly positive in room service market. Foreign tourists and FIT travelers market concentration on room advertising intensity exhibit a negative and positive significant effect, respectively. Key words: food and beverage revenue market, room revenue market, FIT travelers market, group travelers market, domestic tourist market, foreign tourist market, profitability, service quality, advertising intensity

並列關鍵字

food and beverage revenue market ； room revenue market ； FIT travelers market ； group travelers market ； domestic tourist market ； foreign tourist market ； profitability ； service quality ； advertising intensity