臺灣旅館產業之最適地理、價格與規模定位決策分析

本研究結合「群聚定位決策分析」與「結構-行為-績效分析」架構，以每一旅館與競爭對手的相對市場結構（地理位置與規模）與相對行為（價格），評估對旅館的績效（利潤率）影響，解釋旅館定位策略的成果。以臺灣國際觀光旅館為主要研究對象，選取於1998年至2009年間共12年之營運旅館樣本，共計37家，兩兩配對後總樣本數達5,616筆。並進一步以GIS地理資訊系統整合每間旅館之自然景觀資源、交通設施、競爭對手等分布情形，同時探討結構學派與行為學派中，市場結構對廠商績效的直接效果與間接效果之不同影響。結果顯示以行為學派下的迴歸結果較為適合。價格策略傾向採取同質化策略，地理策略和規模策略支持差異化策略。交通資源中，台鐵、捷運以及高鐵對旅館績效有顯著幫助，而觀光資源部分並不顯著，旅館經營特性則皆符合一般之預期。並且在旅館所在地理位置部分也顯著影響旅館績效，以北部地區績效表現最佳。本研究具體建構一旅館產業獲利評估模式，其結果可提供旅館業者在面對目標市場時，應採取同質化或異質化策略之參考依據。

關鍵字

國際觀光旅館；結構-行為-績效理論；地理資訊系統；群聚分析

並列摘要

This study aims to locate the positioning strategies of international tourist hotels in Taiwan by combining the cluster analysis and structure-conduct-performance frameworks. Specifically, the market structure is defined by the differences in geographic location and scale; the conduct behavior is defined by the differences in price; the performance is defined by the profitability. Moreover, Geographical Information System (GIS) is adopted to analyze the environmental conditions of hotels, including transportation and natural recreation resources. According to the developed framework, hotels can choose agglomeration or differentiation strategies by deciding the optimal location, price and scale in order to produce the highest profit. The empirical results show that behaviorism is more appropriate to adopt in this case. For higher profitability, hotels are suggested to apply the agglomeration strategy on pricing, but take the differentiation strategy on location and scale strategies. Besides, it is found that clustering strategy significantly improve the hotel performance. For transportation resources, railways, rapid transit and high-speed rail also significantly improve the performance of hotels. However, recreational resources are not significantly effective on profitability, which can be due to the diversification of geographical and cultural features in Taiwan. In addition, hotels locate in different regions of hotels perform differently, i.e., hotels in the northern region have the best performance. The results allow the government as well as the industry to accurately evaluate the optimal location and strategy for the development of hotel industry in Taiwan.