首頁 / 雜誌 / 產業與管理論壇 / 202106 (23:2期) / 台灣觀光飯店業之現況分析與收益管理初探
中文篇名

台灣觀光飯店業之現況分析與收益管理初探

英文篇名

A Preliminary Study of Status Analysis and Revenue Management in Taiwan’s Tourist Hotel Industry

作者

陳振明

中文摘要

收益管理被廣泛應用在旅館業訂價與客房配置之產能規劃,其效益則表現在客房住用率、平均房價及平均每房營收之營運指標上。本研究根據政府公布之旅宿業及飯店營運資料庫,探討本國旅宿業之產業規模與營運現況,剖析觀光旅館在收益管理相關技術的應用與成效。本研究將營運與收益管理關鍵績效指標分成三大構面:規模與營運效能、績效現況及成長率三大類,使用多變量分析、迴歸分析及群集演算法,系統化剖析台北地區44 家觀光飯店的營運與收益管理成效,並以視覺化的圖表呈現結果。研究結果顯示,各家飯店在不同指標構面之表現差異顯著,例如,規模最大的晶華酒店及績效指標優異的台北寒舍艾美酒店,成長性表現相對落後,規模與績效表現平平的台北美福大飯店,卻在成長性上表現亮眼。本研究採用的系統化多元指標架構,能有效改善傳統單一綜合指標的評量與分析方法,飯店經理人應依本身各種指標的表現與相對位置,制定營運與收益管理策略,以達到永續成長之目標。

英文摘要

Revenue management has been widely applied in pricing, room allocation, and capacity planning in hotel industry. The benefits of revenue management applications can be realized by evaluating such performance indexes as occupancy, average daily rate (ADR), and revenue per available room (RevPAR). Based on publically accessible database, this study analyzes the current status of hotel industry, and explores the effectiveness of applying revenue management techniques in tourist hotels in Taiwan. This study classifies key performance indicators of operating and revenue management into three categories: scale and efficiency, KPI realizations, and KPI growth rates. The multivariable analysis, regression analysis, and k-means algorithmic clustering are systematically applied in analyzing the three-dimensional performances in 44 tourist hotels in Taipei area. The results are illustrated by using structured and visualized data presentation techniques. The results shows that the performances of hotels in the three dimensions are disparity and inconsistency. One hotel outperforms the others in one dimension may underperforms in another. The proposed systematic, multi-dimensional KPI structure can effectively remedy the shortcomings of the single efficiency index evaluation and ranking. Based on the position of KPI in the three-dimensional space, the decision-makers can adjust and reposition their operating and revenue management strategies to achieve a sustainable growth in the longterm.

關鍵詞

k-平均演算法分群收益管理關鍵績效指標觀光飯店k-means clusteringrevenue managementkey performance indextourist hotel

刊名

產業與管理論壇

期數

202106 (23:2期)

起訖頁

034-051

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342021062302002  複製DOI   DOI查詢

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