運用動態DEA與Co-plot探討國際觀光旅館經營策略

Exploring Business Strategies for Tourist Hotels Using Dynamic DEA and Co-plot

Appropriate business strategies may boost business performances.Although the tourism industry has become a significant economic sector,a growing number of new entrants lead to keener competition than ever before.Unlike the conventional approach,this paper based on the view of strategic benchmarking highlights that service performance analysis requires addressing three different performance measures(productive efficiency, service effectiveness and productive effectiveness) as well as the importance of sustainable performance across multiple periods.Hence,this paper proposes a solution framework that combines dynamic Data Envelopment Analysis (DEA) and super-efficiency DEA as well as Co-plot method to effectively explore potential business strategies for international tourist hotels.適當的經營策略，可以提升企業的經營績效。雖然旅遊觀光產業的商機無限，卻也吸引更多新入者的參入，因而導致國際觀光旅館業的競爭加劇。有別於傳統的研究取向，本研究基於策略性標竿法，並強調服務產業的運作績效應該更加深入與細緻化而區分為生產效率與服務效果以及生產效果，尤其是，必須重視時間的動態因素。為此，本研究提出一個新進的解決方案，運用動態DEA與Co-plot探測國際觀光旅館的經營策略之可行方向。最後，依據本研究的結果，進以提出有用的管理意涵與建議。