| 摘要: | 展望二十一世紀企業經營模式，連鎖業已成為主流趨勢，旅館產業身處此潮流中，業者也紛紛夾其品牌發展連鎖系統，然而，旅館連鎖型態及系統相當多樣且複雜，何者擁有較佳之經營效率呢？ 爰此，本研究嘗試以台灣地區29家連鎖國際觀光旅館為研究對象，首先依據直營連鎖、租賃連鎖、管理契約連鎖、特許加盟連鎖、業務聯繫連鎖及會員連鎖等六種旅館連鎖型態做一分類，再利用資料包絡分析法（Data Envelopment Analysis，DEA），依交通部觀光局每年度調查統計之台灣地區國際觀光旅館營運分析報告包含1998至2000年三年度行政資料，進行2000年連鎖國際觀光旅館客房部門及餐飲部門之經營效率分析，並檢視1998-2000年三年度間經營效率增長、衰退之情形。 研究結果顯示，就客房部門而言，2000年有效率單位為台北凱悅、台北老爺、遠東國際及墾丁福華等四家，並連續於1998-2000年皆維持為有效率單位，而在直營連鎖中則以福華大飯店、老爺大酒店兩連鎖系統表現較佳，探究造成客房部門經營無效率之主因，係因客房部門員工及客房數過多所致；至於餐飲部門，2000年有效率單位為台北凱悅、台北福華、台北國賓、陽明山中國麗緻及寰鼎大溪別館等五家，除寰鼎大溪別館外，其餘四家於1998-2000年三年度也皆為有效率單位，造成餐飲部門無效率係因餐飲部門總樓地板面積過大及員工過多所致。另就連鎖型態觀之，不管於客房部門或餐飲部門，管理契約連鎖皆擁有較高平均經營效率且也容易達到有效率境界。
Prospecting the models of business operating in twenty-one century. The chain-industry has becoming the main stream. In this trend, many hotel owners develop chain systems by their own brand names. However, the hotel chain patterns and systems are multiple as well as sophisticated. It is quite difficult to recognize which one is the most efficiently administered. Consequently, this study utilized cross-sectional data obtained from 1998 to 2000 calendar years of Taiwan International Tourist Hotel Operation Report to investigate the operation efficiencies among twenty-nine chain international tourist hotels in Taiwan. The study firstly classified twenty-nine Taiwan chain international tourist hotels into company owned, lease, management contract, franchise, voluntary, and conferral hotel chain patterns. Next, a Data Envelopment Analysis was employed to evaluate the hotels’ operation efficiencies divided by room division and catering division based on the above classifications. Finally, the evaluative results then were proposed and compared toward individuals and different chained patterns of operation efficiencies on the calendar year basis. The findings showed that in hotel room division, the efficient units in 2000 were Grand Hyatt Taipei, Hotel Royal Taipei, Far Eastern Plaza Hotel, and Howard Hotel Kenting. Furthermore, the above institutions were also efficient units from 1998 to 2000 calendar years. Company owned systems such as Howard and Royal Hotel were better than the others. The probable reasons causing such inefficiencies might be room divisions’ over-supplied number of guestrooms and human resource. With respect to hotel catering division, the efficient units in 2000 were Grand Hyatt Taipei, Howard Hotel Taipei, Ambassador Taipei, Landis China Yangmingshan, and The Westin Resort Tashee. Besides The Westin Resort Tashee, the other institutions were also efficient units from 1998 to 2000 calendar years. The main reasons for causing such inefficiencies might be their over-loaded number of labors and over-constructed floor space established by the catering divisions. Among these chained patterns, the management contract system had better efficiency value in total and became efficient units in total. |
