整合財務資訊之績效標竿分析－國際觀光旅館產業之應用

Abstract

本篇論文使用財務/非財務指標來勾勒出台灣國際觀光旅館的經營績效。效率評等應該被視為達成較好經營績效暨較佳市場位置的一種關鍵要素。本論文藉由資料包絡分析法(DEA)整合財務/非財務指標的績效模型來衡量台灣國際觀光旅館之效率評等。本研究也進一步整合傳統的資料包絡分析、投入擁擠測度、標竿分享測度及差額變數為基礎的窗口分析來延伸資料包絡分析在績效標竿的應用。這項研究的結果能為國際觀光旅館的管理者提供對資源配置的瞭解和探究競爭優勢所在，並且幫助經營者在競爭激烈的環境下擬定適當的經營策略。 首先就橫斷面研究(cross sectional study)而言，本研究探討台灣國際觀光旅館的「整體管理績效」、「住房部門績效」和「餐飲部門績效」，使用「臺灣地區國際觀光旅館營運分析報告」中的2002年作業資料。數個實證結果說明如下：⑴大部份的國際觀光旅館呈現規模報酬遞減的情境，此結果意謂台灣國際觀光旅館正面對著競爭激烈的經營環境；⑵加入國際連鎖的國際觀光旅館，整體而言，經營績效是優於獨立經營的國際觀光旅館；⑶休閒區域的國際觀光旅館，平均而言，經營績效是優於都會區的國際觀光旅館；⑷靠近中正機場的國際觀光旅館，平均而言，經營績效是差於遠離中正機場的國際觀光旅館；⑸擁擠分析 (congestion analysis) 指出無管理績效之國際觀光旅館缺乏資源整合的能力，尤其在「餐飲部門的面積」及「客房數」此二個投入變項；⑹標竿分享測度(benchmark-share measure) 呈現出有效率的國際觀光旅館較容易成為無效率國際觀光旅館的標竿。此結果可推論出，加入國際連鎖的國際觀光旅館有較佳的競爭優勢。本研究也進一步使用「住房部門績效」和「餐飲部門績效」來建構管理決策矩陣，以協助經營者擬訂相關績效改善策略。 次之就跨期研究 (cross-period study) 而言，本研究使用兩階段的方式來分析國際觀光旅館跨期 (1997-2002) 的管理績效。第一階段將差額變數為基礎的測度 (slack-based measure) 模式和窗口分析 (window analysis) 模式整併，用來衡量國際觀光旅館的跨期效率。第二階段藉由 Tobit 迴歸模式來找出影響國際觀光旅館經營績效的作業特微。數個實證結果說明如下：⑴國際觀光旅館整體經營績效逐漸成長，同時國際觀光旅館之間的績效差異也逐漸趨向穩定；⑵大部份的國際觀光旅館呈現規模報酬遞減的情境，此結果意謂台灣國際觀光旅館正面對著競爭激烈的經營環境；⑶台灣的921地震、美國911恐怖攻擊和政府主導的軍公教強迫性休假補助政策，對不同作業特徴下的國際觀光旅館在短期時間上造成明顯的影響；⑷結果也指出管理形式之差異顯著影響國際觀光旅館跨期的管理績效。 最後，本研究的發現可以視為處理國際觀光旅館相關議題的指引。我們也希望在本研究所使用的數量模型暨方法論可廣泛應用到不同產業，探究不同的議題。

This dissertation reconciles diverse financial/non-financial measures to characterize the business performances of Taiwan’s International Tourist Hotel (ITHs). Efficiency ratings should be considered as a key element for achieving greater business performance and better market position. The technology of data envelopment analysis (DEA) is employed to determine a multi-factor business performance model which inherently recognizes tradeoffs among various financial/non-financial measures. This study also presents an extension to the DEA, by incorporating the traditional DEA, input congestion measure, benchmark-share measure, and slack-based measure (SBM) DEA window analysis for assessing the performance of ITHs. The results of this study can provide ITHs’ operations with insights into resource allocation and competitive advantage and help with strategic decision-making, especially regarding operational styles under an intense competitive environment through high ITH density. Firstly, this study evaluates the performance of ITHs in terms of managerial, occupancy and catering efficiencies, using 2002 operating data. Several empirical results are shown: (1) most ITHs operate at decreasing returns to scale, indicating that ITHs are facing a highly competitive environment; (2) the international chain ITHs are generally more efficient than independent-owned ones; (3) ITHs located in resort areas operate slightly better on average than ones located in metropolitan areas; (4) ITHs that are close to CKS international airport operate slightly worse on average than ones far from CKS international airport; (5) congestion analysis reveals that inefficient ITHs lack the ability to integrate their resources, especially in the total area of the catering division and the number of guest rooms; and finally, (6) the benchmark-share measure shows that efficient international chain ITHs are able to more easily become benchmarks. The findings show that efficient international chain ITHs are more competitive and they should provide examples of operating practice. Secondly, this study examines the managerial performance of ITHs for the period 1997–2002, using a two-stage procedure. In the first-stage analysis, the slack-based measure model and the window analysis are combined in order to sharpen the efficiency estimates over the period (1997-2002) with multiple operating data in both inputs and outputs. In the second stage, a Tobit regression analysis is employed to analyze the operating characteristics for exploring the variation of managerial performance among ITHs. Several empirical results are shown: (1) the trend of mean managerial efficiency is increasing, whereas the variation converges; (2) most ITHs operate at decreasing returns to scale, indicating that ITHs are facing a highly competitive environment; (3) Taiwan’s 921 earthquake in 1999, the 911 incident in 2001, and the compulsory government subsidies all play key roles which affect the ITHs’ managerial performance for different operating characteristics in the short term; (4) results also indicate that differences in management style do have a very significant influence upon ITHs’ performance over time (1997-2002). Finally, our findings can serve as a guideline in the tourism industry for coping with issues relating to ITHs. It is also hoped that the models and methods implemented in this study can bring about other related research to a variety of industry.