應用多屬性決策評價觀光旅館業聲望

Evaluating Business Reputation for Hotel Industry by MADM

林士彥(Shih-Yen Lin)

《觀光研究學報》 10卷4期 (2004/12) Pp. 101-123

https://doi.org/10.6267/JTLS.2004.10(4)7

摘要

本研究運用多屬性決策方法(Multiple Attribute Decision Making, MADM)進行觀光旅館業的企業聲望評價與績效評估，期能為觀光旅館業者提供標竿學習之重要指標、投資者評估出較適合投資之標的、消費者評選旅遊住宿旅館的方法，或是提供與即將踏入社會之新鮮人作為評估就業目標之參考依據之一。當有為數不少的觀光旅館可供評選，又有許多評估因子需要同時考慮，此時透過多屬性決策之簡單加權和法(Simple Additive Weighting Method, SAW)、選擇法(Elimination et Choice Translating Reality, ELECTRE)、理想點法(Technique for Order Preference by similarity to Ideal solution, TOPSIS)與灰關聯分析(Grey Relational Analysis, GRA)等技術的輔助來評估出較優良之觀光旅館業，透過多屬性決策亦可以進一步的探討在不同的決策者喜好之下，各家觀光旅館整體表現之不同點。研究結果顯示君悅大飯店與晶華國際酒店居觀光旅館領導地位。

關鍵字

企業聲望 ； 多屬性決策 ； ELECTRE ； TOPSIS ； 灰關聯分析

並列摘要

This research applies techniques of the Multiple Attribute Decision Making (MADM), such as Simple Additive Weighting method (SAW), Elimination et Choice Translating Reality (ELECTRE), Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) and Grey Relational Analysis (GRA), to prioritize the business reputation of the seven hotels in tourism industry with different parameters and weights settings. While evaluating various attributes among numerous hotel firms, the multiple attribute decision making (MADM) method is practically effective on selecting the best hotel in tourism industry. Though using different parameters and weights could generate different priority, the study has revealed that Grand Hyatt Taipei and Grand Formosa Regent Taipei, were the two best companies in hotel industry in Taiwan, as the other five firms still have room for improvement.

並列關鍵字

Business Reputation ； Multiple Attribute Decision Making ； ELECTRE ； TOPSIS ； Grey Relational Analysis

參考文獻

張淑卿、翁振益、陳啟斌()。

許惠美、陳思倫(2002)。旅行業者對國際觀光旅館企業形象整體評價之研究。觀光研究學報。8(2)，1-17。

交通部觀光局

Fortune

Arthur Andersen and The American Productivity and Quality Center(2000).Arthur Andersen and The American Productivity and Quality Center.