成长期旅游目的地星级酒店经营效率评价及优化研究

Research on the Evaluation and Optimization of Operating Efficiency of Star Hotels in the Growth Period

文章运用数据包络分析方法和Tobit模型,以旅游业处于成长期的合肥市为案例地,对其星级酒店行业近九年来的经营效率及其效率影响因素进行研究发现:(1)合肥市星级酒店存在有三年投入冗余与产出不足的现象,除两年呈规模报酬递减外,其余年份规模报酬处于递增或不变的状态;(2)影响酒店经营效率的微观因素包括客房出租率、客房数、营业收入、从业人员、床位数和酒店数,影响星级酒店经营效率的宏观影响因素有产业结构、城镇化水平以及恩格尔系数。最后根据存在的问题及影响因素提出包括扩大投资规模、加大培训提高酒店从业人员的服务水平、调整产业结构、优化酒店业内部格局等优化对策。

This paper uses the data envelopment analysis method and Tobit model to analyze the tourism industry in the growth stage of the city of Hefei.The study found that:(1)Star hotels in Hefei have three years of redundant inputs and insufficient output.In addition to two years of diminishing returns to scale,the scale returns in the rest of the year are increasing or unchanged;(2)The micro factors that affect the operating efficiency of the hotel room occupancy rate include the number of guest rooms,business income,the hotel staff,hotel beds.The macro factors include hotel industry structure,urbanization level and the Engel coefficient.Finally,this paper gives optimization measures like expanding the scale of investment,increasing training to improve the service level of the hotel employees,adjusting the industrial structure and optimizing the internal structure of the hotel industry etc.