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  • 學位論文

應用DEA方法於台灣國際觀光旅館經營效率之研究

Applied DEA Approach to Evaluate the Performance of International Tourist Hotel in Taiwan

指導教授 : 林榮禾
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摘要


觀光產業是公認本世紀最具有發展潛力的產業,具有極高經濟效益、環保低污染及傳統服務人力集中等優勢。依據交通部觀光局2010年統計資料顯示觀光產業在2001年至2010年之外匯收入合計達527.46億美元,創造出很高的經濟效益亦帶動周邊效益之附加價值,例如提升台灣於國際的能見度、增加就業機會等。因此本文研究以2007年至2009年台灣地區國際觀光旅館營運調查資料為基礎,結合資料包絡分析法與麥氏生產力指數法,衡量台灣地區52家國際觀光旅館之總效率、純技術效率、規模效率、差額變數、總要素生產力變動之數據,提供經營決策者對後續經營效率參考指標。 實例驗證結果顯示,2007年至2009年旅館具相對有效率之旅館業者家數逐年下滑,由50%下降到42%。以規模報酬分析有9.62%之旅館需減少規模、28.85%需增加產出、其中38.46%呈現固定報酬,表示已達到最適生產規模的境界。以地區性分析其相對效率;台北地區佔全部受評單元之15.38 %相對效率為最高,風景地區7.69%次之。而2007年至2009年連續三年依本研究之分析模式均達到相對效率者計15家,分別為晶華酒店、台北君悅大飯店、遠東國際大飯店、國賓大飯店、六福皇宮、西華大飯店、美麗信花園酒店、國聯大飯店、遠雄悅來大飯店、礁溪老爺大酒店、凱撒大飯店、涵碧樓大飯店、知本老爺大酒店、台糖長榮酒店(台南)、台南大飯店可做為標竿夥伴。以經營型態區分則以晶華酒店為都市型酒店(City Hotel)具指表意義之標竿性旅館,而休閒渡假型態(Resort Hotel)則以墾丁凱撒大飯店、宜蘭礁溪老爺大酒店為學習標竿。其研究結果數據資料可提供業者資源調整及未來策略改善之參考,以提升國家觀光產業飯店經營效率。

並列摘要


The tourism industry has the advantages of extremely high economic efficiency, environmental friendliness and low pollution, and concentrated traditional human resources. It is also recognized as the industry with the highest development potential. According to the 2010 statistical data of the Tourism Bureau, the tourism industry’s foreign exchange earnings reached USD 52.746 billion in 2001 ~ 2010, thus leading to the creation of high economic benefits and added value from peripheral benefits, such as the enhancement of Taiwan’s international visibility, increase employed opportunities, etc. This study used the survey data of the operation of international tourist hotels in Taiwan from 2007 to 2009 as the basis for analysis. The data was combined with Data Envelopment Analysis, DEA and Malmquist Productivity Index, MPI, Total Efficiency, TE, Pure Technical Efficiency, PTE, Scale Efficiency, SE, Slack Variable, Total Factor Productivity, and TFP changes. All related data of 52 international tourist hotels in Taiwan were measured, thereby serving as a referential index for business decision makers in follow-up operational efficiency. Empirical results show that from 2007 to 2009, the number of hotels with relative efficiency gradually declined, from 50% to 42%. In terms of returns to scale analysis, 9.62% of the hotels should reduce their size, while 28.85% of the hotels need to increase output. Among them, 38.46% showed fixed remuneration, thus indicating that the realm of the most optimum scale of production has been reached. As for the analysis of efficiency by region, the Taipei area had the highest relative efficiency, accounting for 15.38% of all assessed units, followed by scenic areas at 7.69%. For three consecutive years from 2007 to 2009, according to the analysis model in this study, 15 hotels reached relative efficiency, including: Regent Taipei, Grand Hyatt Taipei, Shangri La's Far Eastern Plaza Hotel , The Ambassador Hotel , The Westing Taipei, The Sherwood Taipei , Miramar Garden Hotel, United Hotel, Farglory Hotel, Hotel Royal Chiao Hsi, Caesar Park Hotel, The Lalu Sun Moon Lake, Hotel Royal Chihpen, Evergreen Plaza Hotel (Tainan), and Hotel Tainan, which served as the benchmark models. Distinguished as to operating pattern, Regent Taipei is the benchmark hotel with significance under the City Hotel category, while Caesar Park Hotel and Hotel Royal Chiao Hsi are the benchmark hotels under the Resort Hotel category. The statistical data results in this study will serve as a reference for resource adjustment and future strategic improvement, thereby enhancing the business scale and efficiency of international tourist hotels.

參考文獻


中文部分
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