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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:237下載:15
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  • 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

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