產業競爭程度對經營管理之影響─以台灣觀光旅館產業為例

Abstract

台灣觀光產業隨著全球化的趨勢及政府政策的推動而蓬勃發展，不論是台灣旅客進行國內旅遊，或他國旅客來台觀光，皆帶動了觀光旅遊相關產業之發展，其對台灣經濟發展之重要程度不容小覷。而在觀光產業中，觀光旅館產業可謂核心產業，除了核心的住宿服務以外，同時也提供如餐飲、娛樂、購物、社交等多樣功能及服務供旅客使用，其重要性不言而喻。 本研究之目的為探討2010年至2017年觀光旅館產業中各個市場的結構，並衡量其競爭程度，以及各市場之競爭程度對於觀光旅館經營之影響。先藉由市場界定原則劃分觀光旅館之相關市場，並以HHI指數做為各個市場結構的代表，以利後續分析進行。透過觀光局提供之觀光旅館營運統計月報及其它外部檔案，建立本次研究之追蹤資料，並使用固定效果模型與隨機效果模型，探討市場結構對於觀光旅館經營管理之影響，以及探討影響觀光旅館經營績效之因素。 實證結果發現，台灣觀光旅館產業中，大多為高度集中市場，其市場結構對觀光旅館之經營效率為負向影響；團體旅客人數在平均房價及服務品質為負向相關，而亞洲地區旅客人數增加對於經營效率會有負向影響，另外歐洲及北美洲地區的旅客人數增加能對經營效率產生正向影響，但對於服務品質則為負向影響。期望本實證結果能供政府後續針對觀光旅館相關發展政策，也供觀光旅館對於未來經營策略之參考。

Taiwan's tourism industry has flourished with the globalization trend and Taiwanese government policies. Whether tourists come from Taiwan or foreign countries, they will drive the development of tourism industry and it is important to Taiwan. In the tourism industry, the tourism hotel industry is a core industry. Apart from the core business which is accommodation services, it also provides various functions and services such as catering, entertainment, shopping and social services for passengers. The importance is self-evident. The purpose of this study is to examine the market structure of the tourism hotel industry from 2010 to 2017 to measure the degree of competition, and measuring the impact of competition in each market on the operation of tourist hotels. Firstly, the relevant market of the tourist hotel is divided by the principle of market definition, and the HHI index is used as the representative of each market structure to support the subsequent analysis. The panel data of this study was established through the monthly operation report of the tourist hotel and other external files provided by the Tourism Bureau. The effects of market structure on the management of tourist hotels and the impact on the performance of tourism hotels were discussed by using fixed effect models and random effect models. The empirical results show that the markets of tourist hotel industry in Taiwan are mostly high concentration markets, and this market structure has a negative impact on the operating efficiency of tourist hotels. The number of group visitors is negatively correlated with the average house price and service quality. While the number of Asian tourist increases, operating efficiency will have a negative impact. In contrast to Asian tourists, the increase in European and North American tourist will have a positive impact on operational efficiency but negative impact on service quality. It is expected that the results of this study will be available to the government for making subsequent development policies related to tourist hotels, as well as for tourist hotels to refer to their future business plans and strategies.