簡易檢索 / 詳目顯示

研究生: 蔡予婕
Tsai, Yu-Chieh
論文名稱: 探索國際觀光旅館區位選擇影響營業績效之因素 􏰜􏰝
How Location Influences Operational Performance of International Tourist Hotels in Taiwan
指導教授: 方進義
Fang, Chin-Yi
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2016
畢業學年度: 104
語文別: 中文
論文頁數: 66
中文關鍵詞: 住房率平均房價平均客房收益營業效率資料包絡分析法
英文關鍵詞: Occupancy Rate, Average Daily Price, RevPAR, Operating Efficiency, Data Envelopment Analysis
DOI URL: https://doi.org/10.6345/NTNU202204941
論文種類: 學術論文
相關次數: 點閱:194下載:14
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 隨著亞洲觀光產業崛起,臺灣行政院推動觀光拔尖領航方案,以「觀光」串聯其他產業成為六大新興產業的重要關鍵。而觀光帶領餐旅產業的蓬勃發展,未來國際旅館投資興建將成為臺灣觀光產業進一步成長的新亮點。本研究目的為分析臺灣國際觀光旅館營業績效結合其區位選擇因素,探討哪些旅館區位選擇因素會影響其營業績效以建立未來國際觀光旅館選址標的。本研究以臺灣國際觀光旅館為研究樣本,以資料包絡分析法 (Data Envelopment Analysis, DEA) 衡量2009至2013年各旅館之營業效率。接著,以營業效率、住房率、平均房價,與平均客房收益 (Revenue Per Available Room, RevPAR) 為依變項四組模型,以線性迴歸之最小平方法 (Ordinary Least Squares, OLS)、Tobit迴歸,與截斷式迴歸分析探討旅館區位選擇因素與其本身屬性資料是否會對其產生影響,研究結果發現距離捷運站越近、旅館周圍半徑五百公尺百貨公司數越多,且群聚作用皆會對其產生正向顯著影響。本研究結果可以為未來國際觀光旅館在區位選擇上作為參考標的,使其選擇適當的區位並為其帶來較高之營業績效。

    Due to the highly developing of travel industry around the world, Taiwanese government built up many policies for promotion, and it made Taiwan becoming a popular travel destination in Asia. The successful of these promotion policies also brought benefits to hospitality industry and made it being more and more important in Taiwan. Hence, the purpose of this research was finding out which location factor may influence operational performance of international tourism hotel in Taiwan. This research utilized Data Envelopment Analysis (DEA) for analyzing the efficiency of all international tourist hotels (ITHs) in Taiwan during 2009 to 2013. Moreover, we utilized Ordinary Least Squares (OLS), Tobit regression, and Truncated regression and divided it into different model to find out the factors which may affected ITHs performance. The result was found out the key factors that may influence ITHs’ efficiency, occupancy rate, average daily rate, and Revenue Per Available Room (RevPAR). According to the result, ITHs near Mass Rapid Transit (MRT), the number of department stores in 500m radius, and agglomeration effects will positively influence ITHs performance, and the investors or governments could make a properly location choice and gain a better operating performance in the future.

    中文摘要...................................................................................i 英文摘要..................................................................................ii 謝 誌.......................................................................................iii 目 次...................................................................................... iv 表 次...................................................................................... vii 圖 次...................................................................................... viii 第壹章 緒論 第一節 研究背景..................................................................... 1 第二節 研究目的..................................................................... 4 第三節 研究範圍與限制.......................................................... 4 第四節 研究重要性................................................................. 5 第五節 研究流程..................................................................... 5 第六節 名詞釋義..................................................................... 7 第貳章 文獻探討 第一節 臺灣國際觀光旅館發展現況........................................ 9 第二節 旅館績效衡量指標....................................................... 13 第三節 運用資料包絡分析法分析旅館營業效率....................... 15 第四節 旅館區位選擇因素相關研究........................................ 18 第五節 影響旅館營業績效因素之探究..................................... 21 第參章 研究方法 第一節 研究架構..................................................................... 27 第二節 資料包絡分析法.......................................................... 29 第三節 旅館區位因素選擇影響營業績效之模型建立 ................33 第四節 研究對象與資料來源................................................... 37 第肆章 研究結果 第一節 國際觀光旅館營業績效各項指標分析....................... 38 第二節 以OLS、Tobit迴歸,與截斷式迴歸分析區位選擇因素影響國際 觀光旅館營業績效................................................................... 41 第三節 分析與討論.............................................................. 50 第四節 管理意涵................................................................. 55 第伍章 結論與建議 第一節 結論 ........................................................................58 第二節 經營建議................................................................. 59 第三節 後續研究方向.......................................................... 60 引用文獻................................................................................. 62

    中文部分
    世界觀光組織 (2014)。2020年全球觀光趨勢預測。2015年3月取自世界觀光組織網站 http://www.unwto.org/facts/eng/vision.htm
    交通部觀光局 (2009)。中華民國98 年台灣地區國際觀光旅館營運分析報告。臺北市:作者。
    交通部觀光局 (2010)。中華民國99 年台灣地區國際觀光旅館營運分析報告。臺北市:作者。
    交通部觀光局 (2011)。中華民國100 年台灣地區國際觀光旅館營運分析報告。臺北市:作者。
    交通部觀光局 (2012)。中華民國101 年台灣地區國際觀光旅館營運分析報告。臺北市:作者。
    交通部觀光局 (2013)。中華民國102 年台灣地區國際觀光旅館營運分析報告。臺北市:作者。
    交通部觀光局 (2015)。2005年至2014年來臺旅客人次變化。2015年4月取自交通部觀光局行政資訊網站http://admin.taiwan.net.tw/public/public.aspx?no=315
    交通部觀光局 (2015)。2009年至2013年國際觀光旅館住房及營收概況。2015年12月取自交通部觀光局臺灣旅宿網 http://taiwanstay.net.tw/TouristStatistics
    交通部觀光局 (2015)。臺灣國際觀光旅館區域分佈家數。2015年12月取自交通部觀光局臺灣旅宿網 http://taiwanstay.net.tw/TouristStatistics
    何太森 (2003)。台灣國際觀光旅館技術效率之探討 (碩士論文)。取自政大機構典藏 http://nccur.lib.nccu.edu.tw/handle/140.119/35732
    李永淞 (2013)。台灣百貨與飯店結合經營模式之研究 (未出版碩士論文)。國立臺北大學,臺北市。
    吳政達 (1999)。國民小學教師評鑑指標體系建構之研究-模糊德菲術、模糊層級分析法與模糊綜合評估法之應用 (未出版博士論文)。國立政治大學教育研究所,臺北市。
    孫遜 (2004)。資料包絡分析法:理論與應用。臺北市:揚智。
    郭文凱 (2007)。台灣國際觀光旅館經營效率與生產力之研究—DEA、SFA、Malmquist之應用 (碩士論文)。取自臺灣碩博士論文知識加值系統 http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22096NCKU5119011%22.&searchmode=basic
    黃旭怡、吳靜怡 (2008, 5月)。婚宴方案內容與市場需求結合之探討。以口頭形式發表於2008年觀光休閒暨餐旅產業永續經營學術研討會,高雄市,臺灣。全文引自 http://ir.nkuht.edu.tw/retrieve/2333/08-007.pdf
    黃紀、黃德育 (2012)。質變數與受限依變數的迴歸分析。臺北市:五南
    盧文民 (2006)。整合財務資訊之績效標竿分析-國際觀光旅館產業之應用 (博士論文)。取自臺灣碩博士論文知識加值系統 http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=.3Yi61/fulltextdeclare
    英文部分
    Assaf, A., Barros, C. P., & Josiassen, A. (2010). Hotel efficiency: A bootstrapped metafrontier approach. International Journal of Hospitality Management, 29(3), 468-475.
    Ashworth, G. J., & Tunbridge, J. E. (2000). The tourist-historic city: retrospect and prospect of managing the heritage city. Amsterdam, NL: Elsevier Science Ltd.
    Banker, R. D., Charnes, A., & Cooper, W. W. (1984). Some models for estimating technical and scale inefficiencies in data envelopment analysis. Management Science, 30(9), 1078-1092.
    Barros, C. P. (2005). Evaluating the efficiency of a small hotel chain with a Malmquist productivity index. International Journal of Tourism Research, l7(3), 173-184.
    Baum, J. A., & Mezias, S. J. (1992). Localized competition and organizational failure in the Manhattan hotel industry, 1898-1990. Administrative Science Quarterly, 37(4), 580-604.
    Charnes, A., Cooper, W. W., & Rhodes, E. (1978). Measuring the efficiency of decision making units. European Journal of Operational Research, 2(6), 429-444.
    Chen, C. T., Hu, J. L., & Lin, S. L. (2014). Regional environmental quality and cost efficiency of international tourist hotels in taiwan. Energy and Environment Research, 4(3), 58-67.
    Chiang, W.E., Tsai, M. H., & Wang L. S. M. (2004), A DEA evaluation of taipei hotels. Annals of Tourism Research, 31(3), 712-715.
    Chou, T. Y., Hsu, C. L., & Chen, M. C. (2008). A fuzzy multi-criteria decision model for international tourist hotels location selection. International Journal of Hospitality Management, 27(2), 293-301.
    Enz, C.A., Canina, L., & Walsh, K. (2001). otel-industry averages: an inaccurate tool for measuring performance. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 22-32.
    Farrell, M. J. (1957). The measurement of productive efficiency. Journal of the Royal Statistical Society. Series A (General), 120(3), 253-290.
    Han, G. S., Zhou, & X. G., Zhang, J. (2010, August). Spatial distribution characteristics and influencing factors of star hotels' operation efficiency in developing tourist site. Paper presented at the Second IITA International Conference, Qingdao, China. Retrieved from http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=5604020
    Hayes, D. K., & Miller, A. A. (2011). Revenue management for the hospitality industry. River Street Hoboken, NJ: Wiley.
    Honma, S., & Hu, J. L. (2012). Analyzing Japanese hotel efficiency. Tourism and Hospitality Research, 12(3), 155-167.
    Hsieh, L. F., & Lin, L. H. (2010). A performance evaluation model for international tourist hotels in Taiwan—An application of the relational network DEA. International Journal of Hospitality Management, 29(1), 14-24.
    Hu, J. L., Shieh, H. S., Huang, C. H., & Chiu, C. N. (2009). Cost efficiency of international tourist hotels in Taiwan: A data envelopment analysis application. Asia Pacific Journal of Tourism Research, 14(4), 371-384.
    Hu, J. L., Yeh, F. Y., & Tsai, Y. C. (2014). Regional traffic & medical services and cost efficiency of international tourist hotels in Taiwan. International Business Research, 7(10), 36-46.
    Jeffrey, D. O. U. G. L. A. S., Barden, R. R., Buckley, P. J., & Hubbard, N. J. (2002). What makes for a successful hotel? Insights on hotel management following 15 years of hotel occupancy analysis in England. Service Industries Journal, 22(2), 73-88.
    Jyoti, Banwet, D. K., & Deshmukh, S. G. (2008). Evaluating performance of national R&D organizations using integrated DEA-AHP technique. International Journal of Productivity and Performance Management, 57(5), 370-388.
    Kalnins, A., & Chung, W. (2004). Resource‐seeking agglomeration: a study of market entry in the lodging industry. Strategic Management Journal, 25(7), 689-699.
    Lee, K. W., Kim, H. B., Kim, H. S., & Lee, D. S. (2010). The determinants of factors in FIT guests' perception of hotel location. Journal of Hospitality and Tourism Management, 17(1), 167-174.
    Lin, M. I., Lee, Y. D., & Ho, T. N. (2011). Applying integrated DEA/AHP to evaluate the economic performance of local governments in China. European Journal of Operational Research, 209(2), 129-140.
    Maurer, B., & Walz, U. (2000). Regional competition for mobile oligopolistic firms: Does public provision of local inputs lead to agglomeration? Journal of Regional Science, 40(2), 353-375.
    Min, H., Min, H., & Joo, S. J. (2008). A data envelopment analysis-based balanced scorecard for measuring the comparative efficiency of Korean luxury hotels. International Journal of Quality & Reliability Management, 25(4), 349-365.
    Pan, C. M. (2005). Market structure and profitability in the international tourist hotel industry. Tourism Management, 26(6), 845-850.
    Rigall-I-Torrent, R., Fluvià, M., Ballester, R., Saló, A., Ariza, E., & Espinet, J. M. (2011). The effects of beach characteristics and location with respect to hotel prices. Tourism Management, 32(5), 1150-1158.
    Rosli, M. M., & Kader, R. A. Innovation in Distribution Channel, Cost Efficiency & Firm Performance: The Case of Indonesian Small & Medium Enterprise Scales. International Journal of Business, Humanities and Technology, 2(4), 23-38
    Saaty, T. L. (1990). How to make a decision: the analytic hierarchy process. European Journal of Operational Research, 48(1), 9-26.
    Sainaghi, R. (2011). RevPAR determinants of individual hotels: evidences from Milan. International Journal of Contemporary Hospitality Management, 23(3), 297-311.
    Shieh, H. S., Hu, J. L., & Gao, L. Y. (2014). Tourist preferences and cost efficiency of international tourist hotels in Taiwan. International Journal of Marketing Studies, 6(3), 35.
    Singh, A., & Schmidgall, R. (2002). nalysis of financial ratios commonly used by lodging financial executives. Journal of Leisure Property, 2(3), 201-213.
    Stein, T. J., Dev, C. S., & Tabacchi, M. H. (1990). Spas: Redefining the market. The Cornell Hotel and Restaurant Administration Quarterly, 30(4), 46-52.
    Sun, S., & Lu, W. M. (2005). Evaluating the performance of the Taiwanese hotel industry using a weight slacks-based measure. Asia-Pacific Journal of Operational Research, 22(4), 487-512.
    Tobin, J. (1958). Estimation of relationships for limited dependent variables. Econometrica: Journal of the Econometric Society, 26(1), 24-36.
    Tsang, E. W., & Yip, P. S. (2009). Competition, agglomeration, and performance of Beijing hotels. The Service Industries Journal, 29(2), 155-171.
    Tzeng, G. H., Teng, M. H., Chen, J. J., & Opricovic, S. (2002). Multicriteria selection for a restaurant location in Taipei. International Journal of Hospitality Management, 21(2), 171-187.
    United Nations World Tourism Organization (2015)。Tourism 2020 Vision. Madrid, Spain: Author. Retrieved from United Nations World Tourism Organization official website http://www.unwto.org/facts/eng/vision.htm
    Urtasun, A., & Gutiérrez, I. (2006). Hotel location in tourism cities: Madrid 1936-998. Annals of Tourism Research, 33(2), 382-402.
    Wang, F. C., Hung, W. T., & Shang, J. K. (2006). Measuring the cost efficiency of international tourist hotels in Taiwan. Tourism Economics, 12(1), 65-85.
    Wu, W. Y., Hsiao, S. W., & Tsai, C. H. (2008). Forecasting and evaluating the tourist hotel industry performance in Taiwan based on Grey theory. Tourism and Hospitality Research, 8(2), 137-152.
    Yang, J., & Lee, H. (1997). An AHP decision model for facility location selection. Facilities, 15(9/10), 241-254.
    Yang, C., & Lu, W. M. (2006). Performance benchmarking for Taiwan's international tourist hotels. Information Systems and Operational Research, 44(3), 229-245.
    Yang, Y., Wong, K. K., & Wang, T. (2012). How do hotels choose their location? Evidence from hotels in Beijing. International Journal of Hospitality Management, 31(3), 675-685.
    Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of use-generated content on traveler behavior: an empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computer Human Behavior, 27(2), 634-639.

    下載圖示
    QR CODE