本研究應用二階段資料包絡分析法(Two-stage Data Envelopment Analysis)評估2004到2009年台灣地區49間國際觀光旅館,並使用Malmquist生產力指數(Malmquist Productivity Index;MPI)來衡量各評估單位在不同時期的生產力變動情形,以二大收入部門為主:住宿收入與餐飲收入,將國際觀光旅館的生產過程分解為生產面與行銷面兩個階段,藉以建構完整的國際觀光旅館績效評估模式,並運用生產-行銷矩陣提出使各國際觀光旅館更能瞭解其優劣勢,作為其擬訂未來營運策略時之參考,並作為客觀的經營效率之評量。 本研究結果顯示:台灣國際觀光旅館在研究對象有高達32間旅館在生產能力皆為良好,表示觀光旅館業者在生產階段績效較為優異;相對地,仍有21間旅館在行銷階段績效呈現停滯或退步等情況。針對這四類情形的國際觀光旅館,可藉由研擬不同的策略以提升其經營績效。
This research from 2004 to 2009 the 49 International Tourist Hotels in Taiwan as the object of study, calculated Malmquist productivity index (MPI),and used Two-stage Data Envelopment Analysis (DEA) to do for the methodology, and develop an evaluate model, then evaluate the relative operating efficiency about Food & Beverage and Rooms departments from their performance over time.The International Tourist Hotels in the production process on production and marketing side is divided into two stage by establish a comprehensive performance evaluation model. And, used production-marketing matrix analysis allows the International Tourist Hotels to understand how they adjust operational strategies. The results of this study: International Tourist Hotels in Taiwan on research participants had up to 32 hotels are all good in production capacity. Meaning tourist hotel industry performance is more superior in production stage. Relatively, there are 21 hostels in the marketing stage performance has stagnated or regressed. By develop different from strategies to enhance their business performance for these four cases of international tourist hotels.