星級評鑑與顧客整體評分：探討影響臺灣觀光旅館營運績效之因素

Abstract

根據世界旅遊及觀光委員會指出觀光旅遊業在2016年經濟成長已連續六年超過全球經濟成長。在1989年交通部觀光局停止國際旅遊旅館梅花評鑑制度，而臺灣觀光旅遊業希冀與國際接軌，重新評估後評鑑制度以星級取代梅花，於2010年啟動首次星級評鑑制度。本研究以臺灣獲得旅館星級評鑑以及於Expedia.com上超過一則評論之68家觀光旅館為研究對象，使用交通部觀光局行政管理資訊系統與線上旅遊評論網站為次級資料，並以多元迴歸分析為研究方法，自變項為旅館星級評鑑、線上評論數量、旅館房間數量、旅館員工人數、旅館服務年數、旅館會議設施加旅館宴會設施數量、旅館旅客來源、旅館為企業連鎖與否及旅館距交通樞紐位置，檢驗顧客整體評分為中介變項，依變項為旅館營運績效 (平均客房營收與平均房價)。本研究之研究結果顯示旅館星級評鑑正向顯著影響顧客整體評分與平均客房營收、平均房價，顧客整體評分正向顯著影響平均客房營收、對平均房價未有顯著影響，顧客整體評分對於旅館星級評鑑、房間數量和平均客房營收之間有部分中介關係，旅館旅客來源之大陸旅客比率對平均客房營收為負向影響，且顧客整體評分於兩者間為完全中介關係。

According to the World Tourism and Travel Council, economic growth in the tourism and hospitality industry has surpassed global economic growth consecutively for 6 years. The Tourism Bureau reevaluated and considered replacing the plum blossom rating system with a star rating system. The first star rating system launched in 2010. In this research, we examined 68 star-rated tourist hotels in Taiwan. Hotels with no data on Expedia.com and those with only one review were excluded. Using the Executive Information System of the Tourism Bureau and online travel websites as a secondary data. This study utilized the multiple regression model including the independent variables for a star rating system, number of online reviews, number of rooms, number of employees, years in business, number of conference facilities and banquet facilities, customers’ origins, enterprise chain, hotels’ nearest transportation hub in meters, mediator for overall guest ratings, and the dependent variables for revenue per available room (RevPAR) and average daily rate (ADR). Findings revealed that star ratings significantly and positively influenced customers’ overall ratings, RevPAR and ADR. Customers’ overall ratings significantly and positively influenced RevPAR but not ADR. Customers’ overall ratings and number of rooms partially mediated the effects of hotel ratings on RevPAR. Customers’ overall ratings fully and negatively mediated the effects of percentage of Chinese travelers on RevPAR.