| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 104 === Along with the rapid development of information communication, the tourism industry is facing fiercer competition and challenges, and thus operation management ability, management efficiency, and how to apply a useful assessment method to measure management efficiency have become important topics for managers.
This research uses CCR and BCC input-oriented models of two-stage Data Envelopment Analysis to discuss the influences of the tourism policy of Mainland Tourists in Taiwan released by the government in July 2008 on the operation performance of listed and OTC tourism firms in Taiwan based on the dimensions of profitability and marketability. The research then employs the Malmquist Productive Index to evaluate the efficiency changes in different time periods to discuss the status of productivity changes of the listed and OTC tourism firms from 2006 to 2011 so as to understand the application status of their resources through the evaluation of performance and to provide evaluation achievements to managers as a reference for improving operating decision-making.
The research results first show on the whole that the evaluated enterprises exhibit low efficiency, which leads to great space for improvement and progress. The efficiency performance of profitability in the first phase is significantly superior to that of marketability in the second phase. Second, the average value of efficiency for the hotel and restaurant category is obviously superior to that of the other two categories in the dimension of profitability, while the tourism industry, the tourist & amusement park industry, and the trade department store industry all have good performance. Third, the overall productivity of the evaluated enterprises shows a growth trend, however, there is a sharp recession in the late period, and so proper measures should be taken in advance.
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