中国星级饭店经营效率及其影响因素的实证研究——基于随机前沿分析方法(SFA)

An Empirical Study on the Efficiency of China's Star-rated Hotel and Its Influencing Factors: Based on Stochastic Frontier Analysis

近年来,中国星级饭店业发展的外部环境发生了重大变化,其经营状况频现疲态,探索新时期星级饭店经营效率变化及其影响因素就显得尤为重要。本文利用中国大陆地区星级饭店2001—2015年共15年的省际面板数据,运用随机前沿分析方法(SFA)测算了星级饭店经营效率,并对新时期中国星级饭店经营面临的重要宏观影响因素进行了实证分析。研究发现,观察期内中国星级饭店处于规模报酬递减的发展阶段,经营效率呈先升后降趋势,总体平均水平偏低,区域间差异分化较大,区域内部变异特征不一;地区旅游发展水平对星级饭店经营效率具有倒U型的非线性影响作用,说明住宿市场多元化发展进一步加剧了星级饭店竞争态势;对外贸易对星级饭店经营效率具有显著正向影响,且影响效应较大,实质上反映出商务市场对星级饭店经营效率提升具有重要意义;高星级规模对星级饭店经营效率具有显著正向影响,但影响作用偏小;反腐倡廉对星级饭店经营效率具有显著负向影响,特别对高星级饭店冲击更大。转变经营思路和重新进行市场定位是提高星级饭店经营效率提升的正确途径。最后,本文基于以上结论,给出了提高中国星级饭店经营效率的相关政策启示。

In recent years,the competition of star-rated hotel industry has become increasingly fierce under the influence of multiple factors,such as the constant negative news about the sanitary condition of five-star hotel,the continuous promotion of anti-corruption policy and the rise of“lodging industry jungle”.Meanwhile,China s tourism industry has experienced sustained and rapid development,with average annual growth rate of 3.2%and 12.5%of the number of inbound tourists and domestic tourists respectively.The contrast between the prosperity in tourism and the downturn of star-rated hotel industry seems to violateour common sense,this contradict phenomenon should be taken carefully and be further studied.Utilizing a total of 15 years of provincial panel data from 2001 to 2015,this paper by using stochastic frontier analysis(SFA)measures the China sstar hotel operational efficiency,andempirically analyzes the main influence factors of the measured efficiency.The results show that:First,during observation period,China s star hotel industry is in the decreasing stage of the scale return,and the operating efficiency has the trend which is first ascending and descending,theaverage efficiency across the country is low,the regional differences are large,and the regional variation characteristics are different.Second,the level of regional tourism development has a nonlinear influence with Kuznets curve characteristic on the operation efficiency of star hotels,which indicates that the diversified development of the accommodation market further aggravates the competitive situation of star hotels.Third,foreign trade has a significant positive and greater impact on the management efficiency of star hotels,which means the business market is of great significance to the improvement of the operation efficiency of star-rated hotels.Forth,the variable ofhigh star-rated scale significantly affects the star hotels efficiency with the same direction,but the effect is small.Fifth,anti-corruption has a significant negative influence on the operation efficiency of star-rated hotels,specifically greater shock on high rated hotels.It is the correct way to improve the operation efficiency of star hotels by transforming management concept and repositioning market.On the above basis,some corresponding policy recommendations are put forward:(1)Taking the human capital theory as the basic guide,we should carefully control the increase trend of the capital investment,and reasonably enlarge human input which consequently will unleash talent dividend.We also can improve factor utilization through optimizing the structure of star hotel inputs,then reverse the trend of decreasing returns to scale and expand scale economy effect.Meanwhile,we must strengthen the exchange and study of hotel industry within and outside the region,and in an orderly manner guide the flow of development resource of the star-rated hotels so as to narrow the differences between regions in the operating efficiency of star-rated hotels.(2)we should confrontthe fact that great transform has happened in the accommodation market pattern,conform to the time trend of transformation and upgrading of tourism development,grasp the pulse of the tourism market development,andinnovatethe structure of hotel products in order to meet the more personalized and diversified market demand.(3)We will continue to nurture and optimize the development environment of export-oriented economies and expand the scale of foreign trade.Otherwise,in order to continuously strengthen the foundation of customer source of star hotels and increase the share of business market,weneed improve the service quality and internationalization level of star hotels.(4)We should give full play to the spillover effects of high star-rated hotels,afterwards,promoteoverall operating efficiency of hotel in regions.However,the irrational non-market behavior of blind investment in high star-rated hotel needs to be carefully prevented.(5)Hotel industry should re-examinethe change of operating environment after the 18th National Congress of the Communist Party of China,and redevelop market-positioned strategy by grasping the profound connotation of the goals of quality tourism development.