臺灣地區國際觀光旅館營運績效標竿分析－差額分析情境相依資料包絡分析法之應用

Performance Benchmarking by Improved Slack-based Context-dependent DEA for the Hotel Industry in Taiwan

10.6656/MR.2009.28.1.CHI.61

鄭雅穗(Hilary Cheng)；盧以詮(Yi-Chuan Lu)；鍾仁宗(Jen-Tsung Chung)

差額分析 ； 情境相依 ； 資料包絡分析 ； 國際觀光旅館 ； Slacks-based measure ； Context-dependent ； Data envelopment analysis ； International tourist hotel

管理評論

28卷1期（2009 / 01 / 01）

61 - 73

繁體中文

本研究對Morita, Hirokawa and Zhu (2005) 在差額分析情境相依資料包絡分析法中未提及的改進度模式予以補正，並應用此方法對臺灣地區34家國際觀光旅館的經營效率、吸引度及改進度進行實證分析。實證結果顯示：1.研究對象依相對效率比較得到5個績效層級，形成國際觀光旅館產業在整體營運績效上的標竿分析架構。2.第1層的中國麗緻、晶華對第2層的15家旅館較具吸引度，而中國麗緻、西華則對第3至5層的13家旅館有較高的吸引度；第2層的國聯、老爺相對於第3至5層的旅館有較高的吸引度；第3層的華園、大溪別館相對於第4、5層的5家旅館有較高的吸引度；第4層的華國相對於第5層的旅館有較高的吸引度，吸引度較高的旅館可作爲效率不佳旅館進行改善績效時的學習目標。3.第1層中，台北地區的6家旅館，可視第2層的國聯及喜來登爲潛在的競爭者；第2層中，高雄地區的漢來、花蓮地區的中信及台中地區的長榮桂冠，可分別視第3層的高雄福華、美侖及通豪爲潛在的競爭者；第3層中，台北地區的的圓山、台中地區的通豪及花蓮地區的美侖，可分別視第4層的華國、全國及統帥爲潛在競爭者。本研究結果可協助旅館業者瞭解自身所在的產業位置及競爭環境，作爲資源改善或策略調整之參考。

In this paper, we improve a slacks-based measure (SBM) of efficiency in context-dependent data envelopment analysis (DEA) and apply in measuring the performance of 34 selected Taiwan's International Tourist Hotels (ITH). Empirical results indicate that (1) the marketing differentiates 5 performance levels forming the benchmark structure for 34 ITHs; (2) the hotels with higher attractiveness can be served as learning targets for the hotels in the lagging levels so as to establish the best path for performance improvements; (3) the hotels in the leading levels can use lower progress to analyse potential competitors in the lagging levels. The results of this study can provide ITH's managers with insights of competitive advantage and help them with strategic decision-making.

1. Agrawal, A.,C. R. Knoeber(1996).Firm Performance and Mechanisms to Control Agency Problems between Managers and Shareholders.The Journal of Financial and Quantitative Analysis,31(3),377-397.
2. Agrawal, A.,G. N. Mandelker(1990).Large Shareholders and the Monitoring of Managers: The Case of Antitakeover Charter Amendments.The Journal of Financial and Quantitative Analysis,25(2),143-161.
3. Alexander, J. A.,M. L. Fennell,M. T. Halpern(1993).Leadership Instability in Hospitals: The Influence of Board-CEO Relations and Organizational Growth and Decline.Administrative Science Quarterly,38(1),74-99.
4. Beasley, M.(1996).An Empirical Analysis of the Relation between the Board of Director Composition and Financial Statement Fraud.The Accounting Review,71(4),443-465.
5. Binder, J.(1998).The Event Study Methodology Since 1969.Review of Quantitative Financial and Accounting,11,111-137.
6. Binder, J.(1985).On the Use of the Multivariate Regression Model in Event Studies.Journal of Accounting Research,23(1),370-383.
7. Bowen, R. ,R. Castanias,L. Daley(1983).Intra-Industry Effects of the Accident at the Three Mile Island.Journal of Financial and Quantitative Analysis,18,87-111.
8. Byrd, J.,R. Parrino,G. Pritsch(1998).Stockholder-manager Conflicts and Firm Value.Financial Analyst Journal,54,14-30.
9. Carow, K. A.(2001).Citicorp-Travelers Group Merger: Challenging Barriers between Banking and Insurance.Journal of Banking and Finance,25,1553-1571.
10. Chen, Z.,D. Li,F. Moshirian(2005).China's Financial Services Industry: The Intra-industry Effects of Privatization of the Bank of China Hong Kong.Journal of Banking and Finance,29,2291-2324.
11. Claessens, S.,S. Djankov,L. Lang(2000).The Separation of Ownership and Control in East Asian Corporations.Journal of Financial Economics,58,81-112.
12. Dalton, D. R.,C. M. Daily,J. L. Johnson,A. E. Ellstrand(1999).Number of Directors and Financial Performance: A Meta-Analysis.Academy of Management Journal,42(6),674-686.
13. Dickinson, A.,D. R. Peterson,W. A. Christiansen(1991).An Empirical Investigation into the Failure of First RepublicBank: Is There a Contagion Effect.The Financial Review,26(3),303-318.
14. Eisenberg, T.,S. Sundgreen,M. Wells(1998).Larger Board Size and Decreasing Firm Value in Small Firms.Journal of Financial Economics,48,35-54.
15. Glascock J.,I. Karafiath(1989).Intra-Industry Effects of a Regulatory Shift: Capital Market Evidence from Penn Square.The Financial Review,24(1),123-134.
16. Goodstein, J. ,K. Gautam,W. Boeker,Jerry Goodstein,Kanak Gautam,Warren Boeker(1994).The Effects of Board Size and Diversity on Strategic Change.Strategic Management,15,241-250.
17. Grossman, S. J.,O. D. Hart(1980).Takeover Bids, the Free-Rider Problem, and the Theory of the Corporation.Bell Journal of Economics,11,42-64.
18. Jensen, Michael C.(1993).The Modern Industrial Revolution, Exit, and the Failure of Internal Control Systems.Journal of Finance,48,831-880.
19. Jensen, Michael C.,W. Meckling(1976).A Theory of the Firm: Governance Theory of the Firm: Managerial Behavior, Agency Costs and Ownership Structure.Journal of Financial Economics,3(4),305-360.
20. La Porta, R.,F. Lopez-De-Silanes,A. Shleifer(1999).Corporate Ownership Around the World.Journal of Finance,54,471-517.
21. La Porta, R.,F. Lopez-De-Silanes,A. Shleifer,R. Vishny(2002).Investor Protection and Corporate Valuation.Journal of Finance,57,1147-1170.
22. Lang, L.,R. Stulz(1992).Contagion and Competitive Intra Industry Effects of Bankruptcy Announcements: An Empirical Analysis.Journal of Financial Economics,32,45-60.
23. Lee, T.,Y. Yeh(2004).Corporate Governance and Financial Distress: Evidence from Taiwan.Corporate Governance,12(3),378-388.
24. Leland, H.,D. Pyle(1977).Informational Asymmetrics, Financial Structure and Financial Intermediation.Journal of Finance,32,371-387.
25. Lemmon, M. L.,K. V. Lins(2003).Ownership Structure, Corporate Governance, and Firm Value: Evidence from the East Asian Financial Crisis.Journal of Finance,58(4),1445-1468.
26. Lins, K. V.(2003).Equity Ownership and Firm Value in Emerging Markets.The Journal of Financial and Quantitative Analysis,38,1-36.
27. Lipton, M.,J. W. Lorsch(1992).A Modest Proposal for Improved Corporate Governance.Business Lawyer,48(1),59-77.
28. MacKinlay, A. C.(1997).Event Studies in Economics and Finance.Journal of Economic Literature,35,13-39.
29. Schweitzer, R.,S. H. Szewczyk,R. Varma(2001).The Effect of Bank Debt Downgrades on Stock Prices of Other Banks.The Financial Review,36(4),139-155.
30. Shleifer, A.,R. Vishny(1986).Large Shareholders and Corporate Control.Journal of Political Economy,95,461-488.
31. Thompson, R.(1985).Conditioning the Return-Generating Process on Firm-Specific Events: A Discussion of Event Study Methods.Journal of Financial and Quantitative Analysis,20,151-186.
32. Yeh Y.,T. Lee(2002).Corporate Governance and Corporate Equity Investments: Evidence from Taiwan.The 9th Global Finance Conference,Beijing, China:
33. Yeh, Y. ,T. Lee,T. Woidtke(2001).Family Control and Corporate Governance: Evidence from Taiwan.International Review of Finance,2(1/2),21-48.
34. Yermack, D.(1996).Higher Market Valuation of Companies with a Small Board of Directors.Journal of Financial Economics,40(2),185-211.
35. Zellner, A.(1962).An Efficient Method of Estimating Seemingly Unrelated Regressions and Tests for Aggregation Bias.Journal of the American Statistical Association,57,348-368.
36. 沈中華、李建然(2000)。事件研究法。台北:華泰文化事業股份有限公司。

1. 雷立芬、黃聖茹、彭寶成、官俊榮(2018)。台灣民宿經營效率之研究。應用經濟論叢，103，207-240。
2. 蕭雅娟,張呈徽,李仁耀(2022)。設施短期葉菜之經營效率分析。亞太經濟管理評論，25(1&2)，37-51。
3. 謝俊魁、陳靜瑜、林灼榮(2014)。新北市旅館及民宿業之營運環境與生產效率：共同邊界生產函數推估法。觀光休閒學報，20(3)，319-346。
4. 謝俊魁、黃章展、林灼榮、吳立偉(2013)。綠色社會責任與營運效率：日月潭國家風景區民宿業之研究。觀光休閒學報，19(1)，55-78。