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題名：台灣國際觀光旅館績效評估－Context-DependentDEA之應用
作者：吳明芬 引用關係
作者(外文)：Ming-Feng Wu
校院名稱：東吳大學
系所名稱：經濟學系
指導教授：邱永和
詹乾隆
學位類別：博士
出版日期：2009
主題關鍵詞：國際觀光旅館相對吸引力值；資料包絡法；相對進步值；價值判斷；Wilcoxon signed-rank檢定；ITH；Context-Dependent DEA；Relative Attractiveness；Relative Progress；Tobit
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根據聯合國世界觀光組織 (United Nations World Tourism Organization；UNWTO) 闡明觀光產業是21世紀的明星產業，預估至2010年為止，全球觀光產業的產值將達到6兆5911億美元，佔全球GDP的11.6%。反觀我國的情況，91年至97年全年觀光外匯收入大約佔GDP 1.2%~1.6%左右，而就國際觀光旅館部份，93年至97年的全年外匯收入呈現微幅上升的趨勢。此外，行政院於93年提出之「服務業發展綱領及行動方案」，觀光服務業也列在其中，而在發展觀光產業時，國際觀光旅館是不可或缺的重要一環，所以本研究針對我國國際觀光旅館進行績效評估。
然而回顧相關利用資料包絡法研究的文獻發現以下幾點：
(1)無效率決策單位(Decision Making Unit；DMU)並未扮演重要角色：在
一般的資料包絡法模型中，多是將所有的決策單位區分為有效率與無效
率決策單位兩群，增加或刪除任一無效率的決策單位並不會影響評估結
果，但並未有以無效率之決策單位為基準去評估其他決策單位。
(2)未能從消費者角度來評析決策單位：消費者在選擇一項產品時，大多有其選擇的標準，如價格、品牌、功用等，以往的資料包絡法多是由生產者的角度探討。
(3)權重的決定：一般資料包絡法模型投入產出的權重多由模型自動產生，如此並未能真正反映市場上之評價，因此若能將事前資訊納入評估過程中，相信評估結果將能更加貼近市場、產業或消費者的評價。
有鑒於上述之問題，所以本文採用的Context-dependent DEA模型，除可同時解決前述一般資料包絡法所無法考量的問題之外，也希望評估所得到的結果有助於決策單位了解自身企業在市場上所處的位置，辨認出潛在競爭者，以利調整其投入產出的配置，使相關的經營管理策略可以發揮更大的綜效。本文首先先利用產出導向的Context-dependent DEA模型分析93年至95年台灣49家國際觀光旅館的經營效率，在此評估過程中，增減任何一個決策單位對於評估結果均有重要的影響力，而且此模型還可同時評估出相對效率較佳國際觀光旅館的吸引力值 (attractivitiness) 與相對效率較差國際觀光旅館的進步值 (progress)。
再者，為了將事前的資訊 (如：專家意見、消費者意見等) 納入模型中，採用加入價值判斷 (Value Judgment；VJ) 的Context-dependent DEA模型，經由問卷方式取得投入產出的權重，藉此以更加貼近業界和市場上的看法。最後則是比較有無加入價值判斷對決策單位吸引力和進步值之影響，而�d更加顯示出權重對於評估結果的影響程度。最後，利用Wilcoxon signed-rank檢定，說明兩種決定權重的方式 (即主觀與客觀) 對決策單位之吸引力值與進步值是否會造成不同的差異。
由兩種評估方法的結果顯示，有無加入價值判斷對於受評之決策單位的吸引力值和進步值有影響，且由Wilcoxon signed-rank檢定之結果顯示亦支持此結論。最後，利用Tobit�邅k分析說明外在環境變數 (管理模式、旅館區位、住用率和顧客來源) 對國際觀光旅館經營績效之影響，本文評估結果顯示只有住用率此外在環境變數對各國際觀光旅館經營績效有顯著的正面影響效果。
According to United Nations World Tourism Organization (UNWTO), tourism industry is a star industry in the 21st century. It is estimated that by 2010, the output value of tourism industry in the world will reach USD$ 6,591.1 billion, which is 11.6% of the global GDP. In Taiwan, from 2002 to 2008, the annual tourism revenue was 1.2%~1.6% of GDP. As for international tourist hotels, from 2004 to 2008, the annual foreign exchange revenue slightly increased. Moreover, the Executive Yuan proposed the “Guidelines and Action Plans for Service Industry Development” in 2004, which included tourism industry. In the development of tourism industry, international tourist hotels are an important links. Thus, this study aimed to evaluate the performance of international tourist hotels in Taiwan.
After reviewing the literatures concerning DEA, the findings are as follows:
(1) Inefficient Decision Making Units (DMUs) are not critical: Most of DEA models tend to divide DMUs into efficient and inefficient ones. Increasing or eliminating any inefficient DMUs does not influence the evaluation result. These literatures do not evaluate other DMUs upon inefficient ones.
(2) DMU evaluation is not from the consumers’ perspective: When selecting the products, consumers tend to have their criteria, such as prices, brands and functions. The past DEA models tend to be based on the producers’ perspective.
(3) Decision of weights: the weights of output in most of DEA models are produced automatically and it cannot reflect the evaluation in the market. Thus, the beforehand information included in the evaluation would result in the evaluation meeting the market, industry or consumers.
Based on the above, this study adopted Context-dependent DEA to solve the problems of most of DEA models, in hope that the result of evaluation could allow DMUs to recognize their positions in the market and the potential rivals in order to adjust their output arrangement and lead to efficient strategies of operational management. This study first analyzed the operational efficiency of 49 international tourist hotels in Taiwan from 2004 to 2006 by output-oriented Context-dependent DEA. In this evaluation, increasing and evaluating any DMUs could significantly influence the result of evaluation. The model can also assess the attractiveness of relatively more efficient international tourist hotels and progress of inefficient ones.
In addition, in order to include beforehand information (e.g. experts’ and consumers’ opinions) in the model, this study adopted Context-dependent DEA including Value Judgment (VJ) and obtained the weights of output by questionnaire survey, in order to meet the views of the industry and market. Finally, it probed into the influence on attractiveness and progress with or without VJ to enhance the effect of weights on the result of evaluation. Finally, this study described the possible different influences of two approaches of weight decision (subjective and objective) on attractiveness and progress of DMUs by Wilcoxon signed-rank test.
The results of two evaluation approaches demonstrate that with or without VJ, attractiveness and progress of DMUs would be influenced. Moreover, the finding of Wilcoxon signed-rank test also supports this conclusion. Finally, this research elaborated the influence of external environments (i.e. managerial model, locations of hotels, occupancy rate and source of customers) on the operational performance of international tourist hotels by Tobit regression analysis. The finding of this study shows that only occupancy rate significantly and positively affects the operational performance of international tourist hotels.
一、中文文獻
交通部觀光局 (2004)，中華民國93年台灣地區國際觀光旅館營運分析報告。
交通部觀光局 (2005)，中華民國94年台灣地區國際觀光旅館營運分析報告。
交通部觀光局 (2006)，中華民國95年台灣地區國際觀光旅館營運分析報告。

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