交通部觀光局近年來積極推行銷台灣觀光之計畫,兩岸更簽署「海峽兩岸關於大陸居民赴台灣旅遊協議」,來台旅遊人次逐年提高,國際觀光旅館的需求也大幅增加,因此在觀光業發展中,是不可或缺的重要角色。國際觀光旅館不斷增加,國際觀光旅館面臨的競爭日益激烈,故觀光旅館產業如何開拓市場,改善本身經營管理效率,亦成為國際觀光旅館必須面對的重要課題。本研究以2011年台灣地區風景區及台北、台中、高雄都會區國際觀光旅館為研究對象,使用資料包絡分析法(Data Envelopment Analysis,簡稱DEA)投入導向之CCR及BCC模型,分析台灣每家國際觀光旅館之整體效率、純技術效率及規模效率,並分析比較各觀光旅館之間的效率。求算出達到相對有效率之旅館,並檢討相對無效率之旅館改善之方向,提供旅館高層做為改善國際觀光旅館經營效率決策之參考依據。
This study evaluated the relative efficiency of 47 international tourist hotels (ITHs) in scenic and urban area in 2012 by data envelopment analysis (DEA). lt is important to keep competitive nowadays, especially when the cost of labor, land, buildings and salary are rising. Hotels must run more efficiently to maintain their competence. The results showed that there are 6 ITHs reached both technology and scale efficiency. Five ITHs of the efficient ones are sited in Taipei area, and one ITH located in scenic area. For all ITHs, hotels in Taipei are relatively more efficient than ITHs in other areas. It is found that the major part of revenue comes from restaurant department in most ITHs. The other 41 inefficient ITHs could improve their efficiency either by reducing amount of rooms or employees or increasing the revenue of restaurant or room.