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    Title: 衡量台灣觀光旅館經營風險策略
    Evaluating Hotel Risk Assessment Model in Taiwan
    Authors: 簡宏光
    Chien, Emerson
    Contributors: 王儷玲
    簡宏光
    Chien, Emerson
    Keywords: 旅館
    經營風險
    重要表現程度分析法
    Date: 2011
    Issue Date: 2013-12-02 17:48:38 (UTC+8)
    Abstract: 近年來觀光休閒產業蓬勃發展,加上政府政策之協助推動,民眾對休閒旅遊
    品質日益重視。隨著國際觀光休閒遊憩市場的興盛與競爭,許多企業紛紛希望能投入企業形象佳且報酬率高的觀光旅館經營的同時,亦伴隨許多不確定性與未知的經營風險。綜觀過去文獻關於旅館業經營風險之探討,無論外部或內部風險,大多僅針對單一風險進行研究,極少進行整體性的風險評估;因此,本研究希望以整合性的方式彙整觀光旅館業之內部及外部經營風險因素,再運用重要-表現程度分析法,針對旅館管理者對經營風險的重視度與執行程度、不同層級管理者對經營風險的認知缺口,探討管理者對外部及內部風險之管理程度。
    研究分別以專家訪談法及問卷調查法進行兩階段分析,先訪問四間國際觀光
    旅館管理者蒐集其經營策略、內部營運風險及外部環境風險因素,再透過問卷調查的方式,針對旅館業管理者調查其對於經營風險的認知,共回收115份,扣除無效問卷14份,有效樣本共計101份,分析結果顯示:
    觀光旅館業環境外部風險共包括四項,分別為:政策法令風險、社會經濟風
    險、天然風險、競爭風險等四項,至於內部營運風險則包括三項:分別為責任風險、決策風險、人力資源風險等三項。就旅館經營風險之重要表現程度之分析結果顯示,僅政策法令風險構面落於優先順序較低象限,其餘六構面則落於繼續保持象限中。此外,就經營風險缺口以及經營風險之差異分析顯示,高階主管對於經營風險之重要性及執行程度看法較為一致;然而就中、低階主管與一般員工而言,雖對經營風險重要性具有一定程度之認知,然可能由於位階不夠,較無法明確的執行風險管理。最後,就年資與部門在經營風險上的差異而言,不同年資對於經營風險之重要性與執行程度具有顯著差異。本研究之實證結果,可提供後續專家學者及企業廠商對經營風險相關議題參考。
    Recently, Leisure Tourism Industries develop vigorously, with the guidance from the government policies in this field, people are increasingly noted the quality of this. With the competitiveness and prosperity in the international leisure tourism market, numerous industries hope to invest in managing hotel with the good reputation and the rapid rate of return, accompany with uncertainty and unknown managing risks simultaneously. Previous literatures related to hotel risks, no matter what it is about external or internal risks, most of them focus on exploring singular risk and seldom proceed to overall risk evaluation. Therefore, this study will integrate internal and external hotel risks and adopt the Importance-Performance Analysis (IPA) to explore the seriousness of hotel managers on managing risks, the cognitive gap of different ranking position managers on hotel risks, and to examine the different managerial and administrative level supervisors on internal and external risks.
    This study adopts two steps research methodology including expert interview and questionnaire survey. Firstly, we interview four international hotel managers for collecting managing strategies and finding factors of internal operative risks and external environmental risks. The population for this study is hotel managers and employees. Questionnaires are sent to 20 three to five-star hotels. As a result, 117 questionnaires were returned, including 14 invalid questionnaires, yielding a sample size of 101. The result shows as follows:
    The external environment risks include four dimensions which are Risk of Political & Law, Risk of Social & Economic, Risk of Act of God, and Risk of Competition respectively. Internal operation risks include three dimensions which are Risk of Liability, Risk of Human Resource, and Risk of Decision. The result of IPA shows that only the dimension of Risk of Political & Law locates in the quadrant of low priority, other six dimensions all locate in the quadrant of keeping up the good work. In addition, the analysis of managing risk gap and ANOVA show those higher position superiors has consistent perspectives on risk importance and performance. However, in terms of middle, low position directors, and employees, the results show they have the same cognitive understanding on operating risk importance, but they cannot implement risk management duly because of the managerial executive level. Finally, in terms of the differentiations of seniority and department on operating risk, the result shows different seniority has significant differentiation on operating risk importance and performance. The empirical study will provide references of the related issues for future researchers and industrial manufacturers on operating risks.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    95932257
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0959322571
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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