目前國內尚無針對休閒產業探討電子商務化對營運績效影響之研究。本研究透過調查台灣地區觀光旅館網站的設置情形、功能多寡及「線上訂房」與「線上交易」功能的普及情形,探討休閒產業實施電子商務對營運績效的影響程度與解釋能力;並與其他影響觀光旅館營運績效的因素做一比較,分析主要的影響因素。本研究以描述統計、相關分析及迴歸分析為統計方法,研究結果主要如下: 一、電子商務影響因素 (一)「網站有無」對「客房住用率」、「營業收入」及「平均客房產值」 有顯著影響及正向解釋能力。 (二)「網站功能」對四項營運績效皆無顯著影響及正向解釋能力。 (三)「線上訂房」對「客房住用率」有顯著影響及正向解釋能力。 (四)「線上交易」對「平均員工產值」有顯著影響及正向解釋能力。 二、一般影響因素 「客房數」、「員工數」、「平均房價」、「等級」、「地區」、「外籍比例」及「團客比例」對營運績效皆具顯著影響及正向解釋能力。 關鍵字:休閒產業、電子商務、營運績效、觀光旅館
There is no research about impacts of electronic commerce on operating performance of leisure and recreation industry in Taiwan. The study surveyed “website build-up”, “website function”, “online reservation”, and “online transaction” of tourist hotel websites to explore impacts of electronic commerce on operating performance. Comparing to other factors, analyze whether electronic commerce is the main factor to affect operating performance. The data are collected from tourist hotels in Taiwan and analyzed by using descriptive statistics, correlation coefficient, and regression analysis. The main results of the study pertain to the following aspects: 1.Electronic Commerce: (1)“Website build-up” has positive impacts on “occupancy rate”, “total revenue”, and “ productivity of rooms”. (2)“Website function” has no impact on operating performance. (3)“Online reservation” has positive impact on “occupancy rate”. (4)“Online transaction” has positive impact on “ productivity of employee”. 2.General factors “The number of rooms”, “the number of employees”, “average room rate”, “classification of tourist hotels”, “location”, “ratio of foreign tourists”, and “group ratio” all have positive impacts on operating performance. Key words: leisure and recreation industry, electronic commerce, operating performance, and tourist hotel.