Sustainable Management and Operating Performance Of The B&B Industry In Taiwan’s Sun-Moon Lake Scenic Area: Application Of Bounded-DEA

• Main Authors: Kuo, Tzu-Feng, 郭姿妦
• Other Authors: Lin, Jwurong
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/27158387942688203481

碩士 === 東海大學 === 國際貿易學系 === 100 === Around the world, environmentally sustainable development is more and more emphasized. Environmental awareness, carbon reduction and sustainable development are issues that governments and businesses have to face. Expansion of the green tourism industry in Taiwan would serve to reconcile economic growth with environmental protection. However, in the supply chain and value creation process of the green tourism industry, the operating performance of the hotel industry, in particular the B&B Industry in Taiwan’s world-famous Sun-Moon Lake Scenic Area, essentially plays a key role. Sustainable development is hence an issue of externalities that should not be ignored in the development of Taiwan’s B&B industry. In this paper, three measures for positive externalities, the biotope area factor (BAF), corporate social responsibility (CSR) and carbon reduction index (CRI), and one measure for negative externalities, CO2 emissions, are adopted as indicators for sustainable management of the B&B industry. This study considers three scenarios as regards the management by B&B businesses: the best sustainable management, moderation sustainable management and bad sustainable management. With Bounded-DEA of 36 B&B in the Sun-Moon Lake Scenic Area, technical efficiency (TE) and the four indicators of sustainable management’s projections are estimated. This paper also employs six regression models to appreciate a set of shock effects of the house prices, occupancy rates, BAF, CSR, CRI, CO2 and the technical efficiency on operating revenue. The empirical results are as follows. (1) From Bounded-DEA, it is found that some B&B exhibit a positive relationship between sustainable management and operational efficiency, while others show a negative one, implying that B&B businesses which pursuit sustainable management do not necessarily improve operating performance. (2) The regression results show that the house prices and occupancy rates exert a positive effect on operating revenue. (3) The B&B industry faces low price elasticity of demand. In order to raise revenue, not suitable to adopt the price-cutting strategy through 4P marketing strategies and non-price competitiveness needs to be actively strengthened. Keywords: Sustainable Management, Biotope Area Factor, Corporate Social Responsibility, Carbon Reduction Index, CO2 Emissions