台灣地區國際觀光旅館成本結構與市場力量之探討

Cost Structure and Market Power of International Tourist Hotels in Taiwan

10.6572/JHHE.5(3).1

翁志強(Chih-Chiang Weng)

成本結構 ； 市場力量 ； 超越對數成本函數 ； cost structure ； market power ； translog cost function

餐旅暨家政學刊

5卷3期（2008 / 10 / 01）

227 - 246

繁體中文

根據2006年台灣地區國際觀光旅館業普查資料，本文藉由建構一超越對數成本函數聯立模型來探討台灣地區國際觀光旅館的成本結構與其市場力量。實證結果發現，台灣地區國際觀光旅館的房價相對其邊際成本平均而言高出75%，意味著台灣地區國際觀光旅館平均而言具有相當程度的市場力量。另外，就不同等級、區位以及經營型態的國際觀光旅館進行比較後發現，五星級國際觀光旅館的市場力量高於四星級國際觀光旅館，但兩者之間的差異並不具統計顯著性；風景區國際觀光旅館的市場力量明顯高於都會區國際觀光旅館；而加入國際連鎖體系國際觀光旅館的獨占力則顯著高於未加入者。最後，Pearson相關性分析指出，獨占力愈大或客房住用率愈高的國際觀光旅館其稅前營業獲利率與稅前獲利率將愈高。

Based on the survey data of Taiwan's international tourist hotels in 2006, this paper tries to establish a simultaneous system of a translog cost function and its corresponding factor share equations, as well as the revenue share equation to investigate the cost structures and the extents of market power of Taiwan's international tourist hotels. The market power estimates indicate that the accommodation fee of Taiwan's international tourist hotels is, on average, about 75 percent higher than their marginal cost, implying market power is evident to some extent in the industry. International tourist hotels located in scenic areas, and international tourist hotels joining the international hotel chains, have significantly greater market power than those located in urban areas and the independent international tourist hotels, respectively. The differences in market power measures between five-star and four-star international tourist hotels are not statistically significant. Finally, Pearson correlation analysis indicates that market power measures are positively correlated with two performance indicators, profitability before tax and operating profitability before tax, with at least 5% statistical significance. There exists significantly positive correlation between occupation rates and operating profitability before tax.

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