| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 105 === The paper primarily discusses the productivity changes in the tourism industry using Balk’s (2001) bottom up Decomposition strategy, and splits Malmquist TFP index into technology, pure technology efficiency, scale efficiency, and output mix changes while identifying the companies participating and producing these three combinations. In addition, Mann-Whitney U Test is used to find the discrepancies in efficiency between companies that adopt either single-store style or chain-store style, maintain business across multiple industries or a single industry, as well as adopt focus-style or product-diversified style. Lastly, we apply operational performance management matrix to discuss company adjustments for their long-term competitiveness and short-term competence.
We find that under soft power policy, some companies increased their capital expenditures, intangible assets and brand; however, occupancy rate, service and catering revenues fluctuates frequently due to changes in external factors. We suggest that management of single hotels should increate product combination or create alliances. Businesses on a bigger scale should perform financial risk prevention due to changes in economy to reduce the impact of external factors.
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