A Performance Study on Independent-owned International Tourist Hotels in Taiwan

• Main Authors: SHAN,HUI-CHEN, 單慧貞
• Other Authors: Sninn Sun
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/33784611017617508975

碩士 === 玄奘大學 === 國際企業學系碩士班 === 95 === ABSTRACT This purpose of this study is three-fold: (1) to assess the performance of 28 independent-owned international tourist hotels in Taiwan in 1997-2004 in terms of managerial, occupancy, and catering efficiencies; (2) to measure the productivity change in the 28 sampled hotels; and (3) to examine the effects of environmental factors on hotel operational performance. This study used assurance region data envelopment analysis (DEA) to measure managerial performance, occupancy and catering performances, and the issue of returns to scale, utilized cross efficiency measure to identify the best practice in terms of managerial performance, occupancy and catering performances; employed correlation analysis to examine the relationship among these three performances; used bilateral model to compare independent-owned hotels with independent-owned international chains hotels in terms of these three performances, adopted DEA-based Malmquist index to measure productivity developments of these hotels, and finally, used regression analysis to examine the effects of environmental factors on managerial performance. Results of this study show: （1）the marketing for lodging services was not operated efficiently, LANDIS RESORT, YANGMINGSHAN is the best practice in managerial performance, and most of these hotels experienced increasing returns to scale; (2) the hotels operated poorly both at the levels of occupancy and catering efficiency; Grand Formosa TAROKO is the best practice in these two individual performances; (3) a hotel with a high level of overall performance had a median high level of catering performance, but it had a low level of occupancy performance；(4) chains independent-owned hotels do outperform individual independent-owned hotels; (5) 24 hotels had positive productivity changes while 4 hotels had negative productive changes；（6）the distance to CKS International Airport has a positive impact on the managerial performance. Key words：Data envelopment analysis; Performance Measurement; Efficiency; Tourism; Hotels