市場結構、廠商行為與營運績效之研究-以我國國際觀光旅館業為例

• Main Author: 李靖瑜
• Other Authors: 鄧瑞兆
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/63454365151295392570

碩士 === 中華大學 === 經營管理研究所 === 97 === The main objective of this article is to investigate market concentration ratio and performance influencing factors analysis of Taiwan international tourism hotel industry. We use the four biggest hotels concentration ratio to represent the degree of market concentration in the international tourism hotel industry. As usual, the four-firm concentration ratio and HHI (Herfindahl-Hirschman index) are used to analyze the structure of the industry. Moreover, we apply multiple regression analysis to study the effects of the room occupancy ratio, the average room price, and the staff number on the hotel’s operating revenue. The results of the study show that near ten years the international tourism hotel industry was the low concentration one. In recent years after expanding the guest room quantity has caused over supply that has led the decline of the occupied room ratio. By applying multiple regression analysis to examine the influencing factors that affect the operating income of the industry, we find that the numbers of occupied room and staff have significantly positively affected the operating income. Therefore, the entrepreneur may consider use the strategy of marketing to separate the different market segmentation to enforce room service specialization, simultaneously may also strengthen the staff’s service trainings or rotations that would increase the utilization efficiency of manpower and decrease the slack of staffs.