疫情後旅館經營績效之評估──以台北地區國際觀光旅館為例

An Evaluation of Post-COVID-19 in Hotel Operating Performance: A Case Study of International Tourist Hotels in Taipei

COVID-19疫情爆發後，全球觀光活動幾乎陷入停擺，對於旅館業的影響更是巨大，根據統計台灣2020及2021年觀光旅館平均住房率分別降至約40%與34%，較2019年疫情爆發前減少近半。而國際觀光旅館屬於觀光產業的重要一環，其經營管理績效的良窳對觀光服務品質及觀光產業發展影響甚遠，故如何有效衡量及提升國際觀光旅館的經營績效，便成為政府相關單位所重視的重要課題之一。基於上述之說明，本研究擬以灰色系統理論（Grey System Theory）之灰關聯分析（Grey Relational Analysis；GRA）方法，以台北地區為例，衡量國際觀光旅館疫情結束後之經營績效，提供台北地區國際觀光旅館業者未來營運之參考。

Following the outbreak of the COVID-19 pandemic, global tourism activities nearly came to a standstill, exerting a profound impact on the hotel industry. In Taiwan, the average occupancy rates of tourist hotels dropped sharply to approximately 40% in 2020 and 34% in 2021, representing almost a 50% decline compared with pre-pandemic levels in 2019. As international tourist hotels constitute a crucial component of the tourism industry, their operational performance significantly influences both the quality of tourism services and the overall development of the tourism sector. Consequently, how to effectively measure and enhance the operational performance of international tourist hotels has become a key concern for government agencies and industry stakeholders. In light of this context, the present study applies the Grey Relational Analysis (GRA) approach, derived from Grey System Theory, to evaluate the post-pandemic operational performance of international tourist hotels in the Taipei metropolitan area. The findings are expected to provide managerial insights and strategic references for international tourist hotel operators in Taipei as they navigate the post-COVID-19 recovery period.