會展活動與臺灣國際觀光旅館經營績效值、吸引力績效值和進步績效值-應用情境相依資料包絡分析法

Abstract

本研究以臺灣地區的會展活動與觀光旅館為研究對象，探討會展活動對於國際觀光旅館經營績效之影響。第一階段之研究期間為蒐集2008年1月至2012年12月旅館經營和會展活動之月營運統計資料並整理成年資料。使用情境相依資料包絡分析法(Context-dependent Data Envelopment Analysis, CD-DEA) ，以四項投入：包括客房部員工數、餐飲部門員工數及其他員工數、餐飲面積、客房住用數；與五項產出：其他收入、客房收入、餐飲收入、住房率、員工產值，衡量國際觀光旅館之經營效率值、吸引力績效值和進步績效值，並將旅館依照效率值加以分群。第二階段再以拔靴程序之截斷式迴歸法，探討該期間在臺灣各地舉辦之會議天數與展覽天數、會議面積、展覽面積，對於舉辦地區國際觀光旅館之經營效率值、吸引力績效值和進步績效值之影響，將不同的旅館經營類型 (都會型或渡假型)、客源 (國內外)、經營管理模式 (特許加盟、管理契約、會員連鎖) 納入控制變數。第一階段得出國際觀光旅館的效率值，依 CD-DEA 的結果將所有國際觀光旅館分成不同等級分層排序。第二階段結果顯示會員連鎖旅館有利於旅館間的競爭，風景區旅館有較好的經營績效，國內客源比率越高對經營績效負向影響越大，而會議場地大小、會議和展覽天數會對旅館的經營績效值會產生顯著影響，顯示會展活動是旅館之間的比較中的重要因素。研究結果也提供旅館管理階層考量強化舉辦會展活動經營績效之參考。This study applies the Context Dependent Data Envelopment Analysis (CD-DEA) to measure the performance of the ITHs in Taiwan in the first stage, by choosing four inputs (numbers of employee from room department, numbers of employees from food and beverage (F&B) department, square meters from F&B, number of occupied rooms) and five outputs (other revenue, room revenue, F&B revenue, occupancy rate, revenue per employee) during 2008 - 2012. Secondly, the study uses the truncated regression with bootstrapped procedure to examine the determinants (including the duration and space of the convention and exhibition events of the performance of the ITHs, with controlling the hotel operation types, guest types and ownership of management. The first stage result demonstrates the efficiency value of ITHs’and categorizes the ITHs by layering different levels, The second stage result shows that ITHs which are franchise chain have a better advantage when competing with other hotels. The ITHs in scenic spot have a better performance. The higher rate of domestic traveler leads to the worth performance of ITHs. The duration of convention and exhibition, the space of convention have significant influence on operating performance. It indicated that convention and exhibition could be an important factor when comparing the performance of ITHs. This research also provides the ITHs which have inefficient performance a reasonable and meaningful benchmark to improve their performance by attracting more conventions in the adjacent ITH area.