| 摘要註: |
國際觀光市場的擴張促進觀光旅館業之蓬勃發展,在面對觀光旅館業迅速發展與競爭程度不斷增加的情況下,多角化為觀光旅館業用於分散風險、增加收入及提升經營績效的主要策略之一。過去觀光旅館業研究大多僅採用著重於生產面之收入多角化策略,缺乏消費面之考量;然而,服務業不同於製造業,具有生產及消費不可分割的特性,且無法如製造業般,可調整存貨因應需求不確定的問題,導致消費面需求不確定性對觀光旅館業之影響遠大於製造業。因此單一構面之收入多角化實不足以闡述多角化對觀光旅館經營績效之影響,本研究認為至少需要另一個針對消費構面之多角化策略,方能完整的分析多角化策略對國際觀光旅館業之貢獻。資料包絡分析(Data Envelopment Analysis, DEA)廣泛的應用於評估旅館業的經營績效,其優點在於可處理多產出多投入之問題,且不需設定函數形式。許多研究在第一階段以DEA模型衡量技術效率,然後在第二階段以tobit迴歸模型分析環境變數對技術效率之影響。Simar and Wilson (2007)指出部份的效率值集中於1,係有限樣本的人為設定性質,並不具有latent變數的特性;此外,第二階段的因變數(技術效率)係由第一階段的DEA模型估計而來,技術效率值之間存在自我相關(Serial Correlation),而且環境變數與第二階段的隨機干擾變數間亦存在相關性問題。因此,有學者應用Simar and Wilson (2007)提供的二階段方法衡量環境變數對旅館經營績效之影響(Barros and Dieke, 2008; Barros et al., 2011);然而,由於觀光旅館之客房及餐飲樓地板面積具有準固定要素的特性,其無法在短期立即變動或調整至最適水準(Chiu et al., 2013)。綜上所述,本研究首次在Simar and Wilson (2007)的二階段拔靴法截尾迴歸模型中加入準固定要素投入,據以分析多構面之多角化策略對觀光旅館經營績效之影響。研究資料取自於「臺灣地區國際觀光旅館營運分析報告」,包括70家國際觀光旅館,研究期間為2010年至2012年,共計201筆觀測值。實證結果顯示:不同的多角化策略對不同營運型態之國際觀光旅館的影響並不一致;更精確而言,收入多角化策略對連鎖國際觀光旅館之貢獻會明顯大於獨立型態之國際觀光旅館,而旅客多角化策略則呈現相反的情形。 Facing rapid development and rising degree of competition, many international tourist hotels (ITHs) try to diversify revenues and tourists in order to decrease risks, augment profit, and enhance performance. However, previous studies did not conclude the effect of diversifications on ITHs consistently. We propose that different diversification strategies may have distinct influences to various operational types of ITHs. Based on the characteristics of services to be inseparable, this study constructs two dimensions of diversification strategies, revenue diversification of production side and tourist diversification of consumption side, to analyze the influence of diversification strategies on various operating types of ITHs. The data set, obtained from the annual Operating Report of International Tourist Hotel in Taiwan published by Taiwan Tourism Bureau during 2010~2012, includes 70 ITHs and 201 observations. The number of guest rooms and the area of the catering department of international tourist hotels are shown to be constant in the short run (Chiu et al., 2013). Therefore, we consider quasi-fixed input in order to analyze the performance of ITHs. Bootstrapped truncated regression results indicated that the contributions of different diversification strategies are diverse to various operational types of ITHs; more specifically, the revenue diversification contributes larger to chain hotels than to independent ones, while it reveals a reverse pattern for the tourist diversification. |