臺灣博碩士論文加值系統

本研究旨在探討台灣地區國際觀光旅館品牌權益與經營績效之關係，並以實證分析。首先利用資料包絡分析法 (data envel-opment analysis, DEA)評估台灣地區國際觀光旅館經營績效，以了解各公司經營績效之良窳，其次透過問卷調查方式以了解各國際觀光旅館之品牌權益並以因素分析法萃取出用以衡量觀光旅館之品牌權益因素。最後以階層線性模式 (hierarchical linear model, HLM)來分析國際觀光旅館品牌權益及其構面與經營績效之關係、以及不同經營型態之國際觀光旅館其品牌權益與經營績效之影響差異。
研究結果顯示，品牌權益與經營績效存在正向且顯著相關，且不同經營型態之國際觀光旅館其品牌權益對經營績效產生不同的影響。本研究之結果希望不僅可藉以了解各觀光旅館之相對競爭力，亦可提供觀光旅館業建立良好品牌之經營目標以提升經營績效。

The purpose of this study is to examine the relationship between brand equity and the performance of international tourist hotels in Taiwan through an empirical study. The study first used the data envelopment analysis (DEA) model, developed by Charnes, Cooper, Rhodes(1978), to measure the relative performance of 22 international tourist hotels in Taiwan. Next, random policy holders of these international tourist hotels were surveyed to supply information on the firms’ brand equity. Finally, the hierarchical lin-ear model (HLM) ,was used to analyze the effects of different management styles on the brand equity and performance of international tourist hotels. The research found that brand equity is significantly correlated with the performance of international tourist ho-tels, and that the brand equity of hotels chain does has a much higher influence on their performance than that of hotels individual. Therefore, the study not only helped to re-veal the relative competitiveness of international tourist hotels in Taiwan, but could also be effectively used as a reference for international tourist hotels to achieve better per-formance and to create an even more profitable brand.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
第三節 研究流程．．．．．．．．．．．．．．． 5
第二章　　國際觀光旅館經營現況分析．．．．．．．．． 7
　　第一節　　旅館業之分類．．．．．．．．．．．．． 7
　　第二節　　國際觀光旅館經營現況分析．．．．．．． 7
第三章 文獻回顧．．．．．．．．．．．．．．．．． 24
第一節 國際觀光旅館經營績效理論及文獻探討．． 24
第二節 品牌權益之理論及文獻探討．．．．．．． 33
第三節 品牌權益與績效的關係．．．．．．．．． 47
第四節 資料包絡分析法．．．．．．．．．．．． 51
第五節 階層線性模式．．．．．．．．．．．．． 56
第四章　　研究方法．．．．．．．．．．．．．．．．． 60
　　第一節　　國際觀光旅館績效之評估．．．．．．．． 60
　　第二節　　品牌權益與經營績效關係之探討．．．．． 63
第五章 實證分析與結果．．．．．．．．．．．．．． 70
第一節 國際觀光旅館經營績效評估結果．．．．． 70
第二節 品牌權益與經營績效關係之分析結果．．． 75
第六章　　結論與建議．．．．．．．．．．．．．．．． 91
　　第一節　　結論．．．．．．．．．．．．．．．．． 91
　　第二節　　管理涵義．．．．．．．．．．．．．．． 94
第三節 對後續研究者建議．．．．．．．．．．． 95
參考文獻　．．．．．．．．．．．．．．．．．．．．． 97
附錄　　研究問卷．．．．．．．．．．．．．．．．．． 111


表目錄
表 2-1 國際觀光旅館客房規模統計．．．．．．．．．．． 15
表 2-2 國際觀光旅館區位與客房數之分布統計．．．．．． 16
表 2-3 國際觀光旅館之各國旅客比率統計．．．．．．．． 17
表 2-4 國際觀光旅館之客房住用率統計．．．．．．．．． 18
表 2-5 國際觀光旅館住宿旅客類別統計．．．．．．．．． 18
表 2-6 國際觀光旅館稅前獲利率與稅前投資報酬率分析．． 20
表 2-7 台灣地區國際觀光旅館經營型態．．．．．．．．． 21
表 2-8 台灣地區國際觀光旅館經營型態現況．．．．．．． 23
表 3-1 國內外以DEA衡量旅館經營效率相關研究彙整表．． 31
表 3-2 品牌權益構面彙總表．．．．．．．．．．．．．． 46
表 3-3 投入產出資料．．．．．．．．．．．．．．．．． 51
表 3-4 階層線性模式常見之模式．．．．．．．．．．．． 59
表 4-1 本研究選取之受評旅館經營型態．．．．．．．． 61
表 4-2 投入產出變數．．．．．．．．．．．．．．．． 61
表 4-3 台灣地區國際觀光旅館經營績效投入產出指標一覽
表．．．．．．．．．．．．．．．．．．．．．． 62
表 5-1 2004年國際觀光旅館經營效率評估結果．．．．．． 71
表 5-2 國際觀光旅館地區別之效率分析．．．．．．．． 72
表 5-3 國際觀光旅館規模別之效率分析．．．．．．．． 73
表 5-4 國際觀光旅館經營型態別之效率分析．．．．．．． 73
表 5-5 無效率觀光旅館各投入產出項之差額變數分析．．． 74
表 5-6 受訪者基本資料分析．．．．．．．．．．．．．． 76
表 5-7 問卷資料之KMO值及Bartlett球形檢定法結果．．． 78
表 5-8 品牌權益因素分析及負荷量．．．．．．．．．． 79
表 5-9 本研究問卷之信度檢定結果．．．．．．．．．．．．． 80
表 5-10 零模式結果．．．．．．．．．．．．．．．．．．．． 83
表 5-11 品牌權益與經營績效關係隨機單因子變異數分析模式
、隨機係數迴歸模式比較．．．．．．．．．．．． 85
表 5-12 品牌權益構成因子與經營績效關係隨機單因子變異數
分析模式、隨機係數迴歸模式比較．．．．．．．． 87
表 5-13 國際連鎖旅館品牌權益與經營績效隨機係數迴歸模式 88
表 5-14 獨立旅館品牌權益與經營績效隨機係數迴歸模式．． 89
表 5-15 國內連鎖旅館品牌權益與經營績效隨機係數迴歸模式 89


圖目錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．． 6
圖 3-1 顧客基礎的品牌權益模型．．．．．．．．．．． 38
圖 3-2 顧客基礎品牌權益、顧客回應與財務關係．．．． 40
圖 3-3 品牌權益關係圖．．．．．．．．．．．．．．． 42
圖 3-4 品牌知識構面．．．．．．．．．．．．．． 44
圖 3-5 以等產量線衡量相對效率．．．．．．．．．．． 52
圖 4-1 研究架構及假設．．．．．．．．．．．．．．． 64

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