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題名：台灣國際觀光旅館業效率與生產力分析
作者：吳美珍 引用關係
作者(外文)：Mei-ChengWu
校院名稱：國立成功大學
系所名稱：資源工程學系碩博士班
指導教授：陳家榮
學位類別：博士
出版日期：2013
主題關鍵詞：國際觀光旅館；資料包絡分析法；Malmquist 生產力指數；共同邊界；技術落差比；International Tourist Hotels；Data Envelopment Analysis；Malmquist Productivity Index；Metafrontier Analysis；Technology Gap Ratio
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近年來，受到全球經濟景氣衰退的影響，使得全球旅遊人次大幅下滑。然而，由於看好開放中國人士來台觀光帶來之效益，國內外企業紛紛投入興建觀光旅館，以爭食這塊市場大餅。面對競逐愈益加劇的變局，為使我國旅館業更具競爭力，探討台灣國際觀光旅館經營效率與生產力變動之情形，並分析管理當局所投入資源是否有效率，實為國際觀光旅館業者的首要課題。
本研究利用資料包絡分析法及其擴展模式分析國際觀光旅館當期效率，並利用Malmquist生產力指數探討台灣國際觀光旅館在2006年至2010 年生產力變動之情形，以檢視實際管理成效及所投入資源是否有效率，進而建構標竿學習路徑圖。其次，運用共同邊界模式來分析不同經營類型國際觀光旅館的經營效率，以建構技術落差比趨勢路徑。最後再以Tobit迴歸分析法探究影響經營效率差異的因素，使管理者能夠訂定有效的競爭策略。
在資料包絡分析法模式分析中，旅館總效率平均值為0.827，各旅館的無效率主要歸因於純粹技術效率的無效率。在所有旅館之中，大約有60％旅館處於規模報酬遞增階段， 23％旅館處於規模報酬遞減階段。其中，表現最佳的旅館為涵碧樓大飯店(H39)，可做為旅館營運標竿之參考。
在時間序列分析上，發現2010年相較於2009年生產力改善的旅館數目最多，而2009年相較於2008年衰退的旅館數目最多。綜合而言，近五年來，整體旅館業生產力已有所改善，並呈現效率進步的情況，但技術進步只呈現微幅成長的現象，應力求改進。
在共同邊界模式之分析結果中，可知連鎖類旅館的技術效率表現優於獨立經營類旅館，且這二類旅館的技術效率存在顯著差異。經由Tobit 迴歸模式分析得知，個別旅客比例與台北地區在5%顯著水準下對平均純粹技術效率值的影響為正向且顯著；風景區在10%顯著水準下對平均純粹技術效率值的影響為正向且顯著；而規模別與外籍旅客比例則未呈顯著差異。
本研究以橫斷面及緃斷面的效率分析模式評估國際觀光旅館的營運效率表現並建構管理決策路徑模式，由效率分析與標竿學習方向希望國際觀光旅館能以較少的資源達到最大的產出，並進而提升經營績效與競爭力，對於國際觀光旅館的發展與國家觀光旅館資源的運用可以更有幫助。
The global tourism industry has experienced a significant decline in the number of tourists in recent years because of the the global economic downturn. Nevertheless, in response to the business opportunities of catering to tourists from China, the number of international tourist hotels in Taiwan expanded. In the situation of fierce competition in the hotel market, the primary issue faced by international tourist hotel operators is to examine the efficiency and productivity changes of Taiwanese international tourist hotels.
This study used Data envelopment analysis (DEA) to investigate the operational efficiency and the Malmquist productivity index to examine the productivity changes of Taiwanese international tourist hotels from 2006 to 2010. Metafrontier model was used to compare the difference in technical efficiency between the different categories of international tourist hotels. The path diagrams of benchmarking and trend of technology gap ratio of the different categories of international tourist hotels were constructed based on the efficiency analysis results of various models. Tobit regression analysis is used to assess whether associated factors have a significant impact on the operating efficiency.
Several results are obtained. DEA analysis indicates that the average technical efficiency was 0.827 and the main factor influencing the total efficiency of hotels was inadequate pure technical efficiency. Among the hotels, approximately 60% of the hotels exhibited increasing returns to scale and 23％ of the hotels exhibited decreasing returns to scale. Above all, H39 is the benchmark hotel with the best operational efficiency.
The time series analysis found that the greatest growth in the change of productivity occurred between 2009 and 2010. In summary, the productivity of the overall hotel industry were improved with the growth of Technical Efficiency Change and Technique Change.
Metafrontier found that average technology gap of independent international tourist hotels was lower than that of chain international tourist hotels.In terms of the impact of environmental variables on efficiency, individual traveler and location did have a significant positive impact on the overall efficiency. Scale and guest nationality were not a significant factor.
This study used cross-sectional and longitudinal efficiency analysis models to analyze the efficiency and productivity changes of Taiwanese international tourist hotels and constructed managerial decision-making path models. It was hoped that international tourist hotels can yield the maximum output by using fewer resources, and their operational performance and competitiveness can be further improved from the perspectives of efficiency analysis and benchmarking, which may be more beneficial to the development of international tourist hotels and national investment in the tourist hotels resources.
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