隨著全球科技、文化、知識不斷的交流下,全球化已經是現今21世紀的趨勢,在2000年世界觀光組織(World Tourism Organization,WTO)指出,「觀光」已成為許多國家賺取外匯的首要來源。而觀光產業的發展更是新的經濟指標,而現今「與世界連結,參與全球經濟整合活動」是政府對外經貿政策之主軸,在世界觀光旅遊委員會(World Travel and Tourism Council ,WTTC)3月發布「2014年觀光旅遊經濟研究」報告中,台灣在觀光GDP總額、就業人數及觀光投資,都較2013增加6%至10%。 而在觀光產業中觀光旅館是最關鍵的一項,可提供住宿、餐飲、娛樂、購物、休閒…等多項服務。 由於觀光旅館是觀光旅遊事業中的核心產業,因此本研究的目的主要探討影響台灣觀光旅館營收之因素。實證研究結果發現:(1) 住房率、平均房價、餐飲部比重三項變數對於台灣觀光旅館營業總收入均有顯著正向影響。(2) 近年住房率對營收的影響有逐漸減弱之趨勢,但餐飲部比重的影響則逐漸重要。
Along with constant interactions of technologies, culture, and knowledge around the world, globalization bas become a trend in the 21st century. The tourism industry is now the primary source of foreign exchanges in many countries and the development of the tourism industry becomes a new indicator of economy. Considering that hotel management is a core component of the tourism industry, this study discusses the key factors affecting the revenue of tourism-centric hotels in Taiwan. The empirical results suggested that three variables (room occupation rate, average room charge, and the ratio of F&B department) have positive and significant influences on the total revenue of tourism hotels in Taiwan. Second, the impact of room occupation rate on hotel revenue is diminishing, yet the ratio of F&B department gradually increases in recent years.