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題名:國際觀光旅館效率與效能評估模式之建構
作者:徐仕明
作者(外文):Hsu Shih Ming
校院名稱:中華大學
系所名稱:科技管理學系(所)
指導教授:謝玲芬
學位類別:博士
出版日期:2008
主題關鍵詞:國際觀光旅館效率效能資料包絡分析法Malmquist生產力變動指標Fuzzy DEA排序法A&P法TOPSIS法VIKOR法international tourism hotelsefficiencyeffectivenessData Envelopment AnalysisMalmquist productivity indexFuzzy DEAA&PTOPSISVIKOR
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回顧過去評估國際觀光旅館績效的研究,著重於衡量國際觀光旅館的經營效率,強調資源使用的狀況;然而對於國際觀光旅館所提供的服務是否符合消費者需求,與所提供的服務能否讓消費者充分的利用,這部分在過去的文獻卻不曾進行研究。
不同於過去的研究,本研究同時採用「效率(Efficiency)」與「效能(Effectiveness)」兩個觀點評估台灣國際觀光旅館的經營績效,利用資料包絡分析法(Data Envelopment Analysis; DEA)建立完整的國際觀光旅館績效評估模式,針對效率與效能值達到1的國際觀光旅館,利用A&P模式、TOPSIS法與VIKOR法進行排序,並且延伸Malmquist生產力變動指標評估國際觀光旅館的效率變動與效能變動。此外對於評估準則為模糊資料的情況下,進一步以模糊DEA排序法進行分析,評估結果可以提供更多的決策資訊。最後以台灣地區國際觀光旅館為研究對象,驗證本研究所提出的國際觀光旅館績效評估模式的可行性與正確性。
由研究結果分析可知,(1)加入連鎖的國際觀光旅館,「效率值」與「效能值」優於獨立經營的國際觀光旅館;(2)位在台北地區的國際觀光旅館「效率值」值優於其他地區的國際觀光旅館;(3)位在桃竹苗地區的國際觀光旅館「效能值」優於其他地區的國際觀光旅館。
不同於過去的文獻,本研究提出同時以「效率」與「效能」的觀點,評估台灣國際觀光旅館的經營效率與效能,並且針對達到效率與效能的國際觀光旅館進行排序。本研究更進一步將顧客滿意度結合模糊理論加以評估,並利用模糊DEA排序模式進行衡量。
因此本研究的研究結果,對於國際觀光旅館的經營管理與競爭策略,及政府的區域觀光發展政策提供了不同的思考方向,畢竟效能是成功的基礎,效率則是維持成功的條件。
Different from past studies, this paper adopts “efficiency” and “effectiveness” at the same time to assess the operational performance of international tourism hotels (ITHs) in Taiwan. Data Envelopment Analysis was applied to establish a complete evaluation model for the performance of ITHs. Furthermore, the Malmquist productivity approach was used to assess the efficiency changes and effectiveness changes. For ITHs whose efficiency and effectiveness achieved value 1, we further used TOPSIS and VIKOR methods and A&P model for ranking. For the information in relation to assessment criteria which was fuzzy data, fuzzy DEA ranking method was used for further analysis. The evaluation results offer more information for decision making. Finally, it was to take the ITHs in Taiwan as study cases so as to verify the feasibility and correctness of the performance assessment model for ITHs.
The results are as follows: (1) the ITHs which joined in the international chains had a better value of efficiency than the independently owned ITHs; (2) the ITHs located in Taipei area had a better value of efficiency than the hotels in other areas; (3) the ITHs located in Taoyuan, Miaoli and Hsin Chu had a better value of effectiveness than the hotels in other areas.
Being different from the past literature, this paper raised both perspectives from “efficiency” and “effectiveness” to evaluate the operational efficiency and effectiveness of the international tourism hotels in Taiwan. In addition, ranking is applied to the international tourism hotels which achieved efficiency and effectiveness. This paper further combined customer satisfaction index and fuzzy theory and applied fuzzy DEA ranking model to measure the operational effectiveness.
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