會展活動對台灣觀光旅館經營績效之影響

Abstract

過去研究大多探討會展活動理論上會增加當地區域的經濟與餐旅產業的營收，但卻缺乏實證研究。經過統計分析後發現，台灣舉辦之國際會議與展覽活動之次數，台北市與新北市佔全台舉辦國際會議與展覽活動比例分別為73%與90%，故本研究針對國際會議與展覽活動對於旅館效率值之影響，改以台北地區之觀光旅館為研究對象，探討會展活動對於觀光旅館經營績效之影響，資料期間為2008年1月至2010年12月，觀察對象包括台北地區國際觀光旅館與一般觀光旅館的月營運資料，使用資料包絡分析法，共三項投入值，客房數、客房部門員工數、餐飲部門與其他部門員工數，與三項產出值，總客房收益、餐飲收益、員工產值，以產出導向估計旅館效率值。第二階段則是探討2008年1月至2010年12月間在台北地區舉辦之會展活動對於觀光旅館效率值之影響，本研究採用 Simar and Wilson (2007) 之截斷式迴歸與拔靴法，探討會展活動與觀光旅館之經營特性等環境相關變數對於旅館經營績效是否有顯著影響。 實證結果發現，國際觀光旅館經營績效的確會高於一般觀光旅館，且有加入連鎖經營之旅館，其住房效率會高於獨立經營旅館，台北地區各區域舉辦會展活動對其都有正向且顯著影響，會展活動在會展場地所舉辦的展期越長，對於觀光旅館經營績效會有顯著影響，以及在旅館舉辦國際會議的次數越高，對觀光旅館經營績效會有正向且顯著影響。Existing literatures indicated that the convention and exhibition activities had the favorable economic impact on the tourism and hospitality industry, but seldom empirically studied. After statistical analysis found that Taipei and New Taipei city the ratio of international conference andexhibition are 73% and 90%, the paper uses the real panel data to investigate the impact of C&E on the host’s hotel performance using data envelopment analysis (DEA) to measure the efficiency of tourism hotels during 2008-2010 in Taipei and New Taipei city, and then employs the truncated regression with bootstrapped method developed by Simar and Wilson (2007) to investigate the impact of convention and exhibition activities toward the efficiency. Empirical results show that the international conference and exhibition have a significantly positive impact on toursim hotel efficiency, andshow days, times also has positive impact on toursim hotel efficiency. The result can offer policymakers and governrnent to encourage the international conference and exhibition held in Taiwan, and it can enhance the efficiency of tourism hotel operation.