國際觀光旅館國際化程度對經營效率之影響

Abstract

台灣地區國際觀光旅館面對日趨激烈的競爭經營環境及持續成長的國際觀光旅遊市場，採取國際化的經營策略已成為提升經營效率的手段之一，以往針對國際觀光旅館經營效率之研究文獻雖有許多，但未嘗從國際化程度對國際觀光旅館經營效率影響之角度加以研究，因此本研究將以2007年台灣地區國際觀光旅館為研究對象，透過三階段資料包絡分析法評估國際觀光旅館國際化程度與經營效率之關係。 實證結果發現第一階段與第三階段估算之各項效率值有顯著差異，在第一階段估算之總技術效率值及規模效率值被高估，但純粹技術效率值被低估。而在第二階段Tobit迴歸分析顯示國際連鎖及國外旅客住宿比例愈高，亦即國際化程度愈高之國際觀光旅館有愈高之經營效率。 最後根據研究結果，至台中長榮桂冠酒店實地訪談，從其面臨之經營環境及採取的競爭策略探討其管理涵義，以作為其他國際觀光旅館在提升經營效率上之參考。

Facing an increasingly challenging competitive environment and continuous growth in international tourism, international tourist hotels in Taiwan have always adopted an internationalized management strategy as one of the many ways to increasing management efficiency. While there have been many studies related to the management efficiency of international tourist hotels in the past, there has never been one that took a look at how the degree of internationalization would influence the management efficiency of international tourist hotels. Therefore, this study will use the international tourist hotels in Taiwan from the year of 2007 as research subjects, through a 3-stage Data Envelopment Analysis, to assess the relationship, if exists, between the degree of internationalization and the management efficiency of international tourist hotels. The result indicates that there is a significant difference among all the efficiency values derived from the first and third stages. The values of technical efficiency and scale efficiency were overestimated in the first stage; however, the value of pure technical efficiency was underestimated. The Tobit Regression in the second stage illustrates that as the international tourist hotels join international chain and the number of patronage by foreign customers increases, meaning the higher the level of internationalization, the management efficiency of international tourist hotel also increases. Finally, base on the result of the study, along with the interview with Evergreen International Hotels, with which their management environment and applied competitive strategy were discussed, this study will provide useful information to increasing management efficiency for international tourist hotels.