旅館業的非線性與持續性獲利研究：服務品質的作用

Non-Linearity and Persistence Effects on Hospitality Profitability: the Role of the Service Quality

本文採用縱橫資料平滑移轉自我迴歸模型（panel smooth transition autoregressive model, PSTAR）評估服務品質對國際觀光飯店獲利能力變化和持續性的門檻影響。資料來源為2002年至2015年台灣52家主要國際觀光飯店。實證結果顯示，服務品質對國際觀光飯店獲利能力的影響，在不同情境下具有非線性的特性，且服務品質下降（上升）時，會導致獲利能力持續性較低（較高）。此外，相對於客房部門的服務品質而言，餐飲部門的服務品質，對飯店獲利能力的持續性影響更為敏感。

This paper employs a panel smooth transition autoregressive model to evaluate the threshold effects of service quality on profitability changes and persistence in the hospitality industry by examining the profitability of 52 major international tourist hotels in Taiwan during 2002-2015. The empirical results indicate the effect of service quality on hotel profitability is nonlinear within different regimes, and a decrease (rise) in service quality leads to lower (higher) hotel profitability persistence. Additionally, the persistence of hotel profitability is more sensitive to the service quality of food and beverages than that of guest rooms.