數據會說話！探討展覽效率之影響因素

Abstract

展覽產業對經濟發展具有潛在的影響力，因此評估展覽效率是至關重要的。透過利益關係者理論結合資源基礎理論，主辦單位需妥善運用現有資源，藉此提高展覽的整體效率，滿足展覽中三方 (主辦單位、參展商、參觀者) 利益關係者之需求。本研究蒐集2017及2018年的展後報告之次級資料，共83筆，應用資料包絡分析法及截斷式迴探討展覽效率之因素，第一階段採用資料包絡分析法，共三項投入，展覽攤位數、展場淨面積、參展廠商數，與一項產出，參觀者人數，以投入導向CCR與BCC模型衡量展覽效率值。第二階段以截斷式迴歸分析，探討展覽舉辦的場館地點、類型、所屬的產業類型、主辦單位的種類、主辦單位的數量、主辦單位之成立年限及展覽舉辦的年度對展覽效率值是否有顯著影響。根據實證研究結果顯示，2017年及2018年的展覽平均整體效率、純粹效率與規模效率值分別為0.265、0.582、0.447和0.267、0.513、0.511，而世貿年貨展為擁有最佳資源配置 (攤位數、展場淨面積、參展廠商數) 之標竿。舉辦展覽應選擇位於核心商業區的場館地點、所屬的產業為觀光餐飲及休閒業或新興產業、主辦單位為私人結合非營利組織、非單一主辦單位會有較佳的展覽效率，此研究結果提供展覽主辦單位作為往後舉辦展覽時的參考依據及建議。The exhibition industry has a certain influence on a country's economic development due to its high value. Through ST and RBT, the organizers should make proper use of existing resources to improve the exhibition’s efficiency and meet the needs of the stakeholders (organizers, exhibitors, visitors). This study collects secondary data from the 2017 and 2018 post-show reports from a total of 83 exhibitions. The first stage applies the input-oriented CCR and BCC model to evaluate efficiency scores, with a total of three inputs (number of booths, net exhibition space, number of exhibitors) and one output (number of visitors). The second stage uses truncated regression to explore whether exhibition venue and type, type of the exhibition industry and organizer, number of organizers, age of organizers, and holding year of the exhibition have any impact on the exhibition efficiency. Empirical results show that the average TE, PTE, SE for 2017 and 2018 were 0.265, 0.582, 0.447 and 0.267, 0.513, 0.511 respectively. The Taiwan New Year Market Fair was the benchmark for the exhibition. The exhibition should be located in the venue of the core business district, the industry of hospitality, the organizer composed of private enterprise and non-profit organization, more than one organizer will have better exhibition efficiency. This result provides the exhibition organizers a reference and suggestion for holding exhibitions in the future.