台灣地區國際觀光旅館經營績效與擁擠效率之分析

Abstract

本篇研究主要以擁擠效率模型來探討台灣69家國際觀光旅館的交通便利性及旅客國別對其擁擠效率的影響。我們採用以資料包絡分析法 (DEA) 為基礎的Tone and Sahoo (2004) 之方法衡量1998年至2009年間台灣地區國際觀光旅館的擁擠效率。接著，我們以Tobit迴歸探討交通便利性 (離大眾交通運輸工具的距離和接駁服務) 及旅客國別 (北美、歐洲、澳洲、日本、亞洲、華僑) 對擁擠效率的影響。研究結果顯示，在69家國際觀光旅館中有63家出現擁擠現象，其中，出現擁擠的原因大多是由於房間數過多以及餐飲部門樓地板面積過大所導致。在交通便利性方面，與國際機場距離以及旅館所在位置會正向顯著影響國際觀光旅館的擁擠效率；而捷運站距離、是否提供接駁服務以及旅館年份皆會負向顯著影響擁擠效率。在旅客來源方面，美國旅客、日本旅客以及旅館所在位置皆會正向顯著影響擁擠效率；而華僑、其他國家旅客以及旅館經營型態則是負向顯著影響擁擠效率。

This study first measures the congestion efficiency of 69 international tourist hotels (ITHs) in Taiwan during 1998 to 2009 by the data envelopment analysis (DEA) approach of Tone and Sahoo (2004). We then use the Tobit regression to estimate the effects of public transport facilities and tourist nationalities on the hotels’ efficiency. The results show that 62 out of 69 ITHs face a congestion situation and the number of guest rooms and total floor spaces of the catering divisions are the main congesting factors. The distance to a MRT station, pick-up service, and established year have significant negative effects on congestion efficiency of ITHs, while the distance to the airport has a significant positive impact on efficiency. As for tourist nationality, American and Japanese tourists significantly improve congestion efficiency; however, oversea Chinese and tourists from all other countries have significantly negative effects on congestion efficiency. In addition, independent ownership and rural location significantly help improve an ITH’s efficiency.