CAJ | 학술논문

饭店业与地区社会经济状况和自然环境有着密切的关系，因此立足于区域实际情况对饭店运行效率做出评价具有重要意义。文章从饭店自身投入与建设水平、旅游地吸引力和目的地接待和服务能力以及水平3个方面分析了饭店业与地区发展耦合机制，并相应地运用数据包络方法（data envelopment analysis，DEA）和超效率DEA对我国31个省区2012年饭店业运行效率进行了评价，超效率DEA解决了最优评价单元排序问题。结果表明，当前饭店自身投入主要影响饭店技术效率，而旅游地吸引力和目的地接待和服务能力则会影响饭店运营的规模效率和综合效率。对很多省区来说，协调饭店业与其他行业部门之间的发展关系比饭店自身管理和投入更为普遍和重要。在投入方面，人员投入是影响饭店业运营效率进一步提高的主要因素。另外，有些省份面临饭店业规彳射艮酬递减问题，需要慎重者虑地区的饭店业建设规模。
반점업여지구사회경제상황화자연배경유착밀절적관계，인차립족우구역실제정황대반점운행효솔주출평개구유중요의의。문장종반점자신투입여건설수평、여유지흡인력화목적지접대화복무능력이급수평3개방면분석료반점업여지구발전우합궤제，병상응지운용수거포락방법（data envelopment analysis，DEA）화초효솔DEA대아국31개성구2012년반점업운행효솔진행료평개，초효솔DEA해결료최우평개단원배서문제。결과표명，당전반점자신투입주요영향반점기술효솔，이여유지흡인력화목적지접대화복무능력칙회영향반점운영적규모효솔화종합효솔。대흔다성구래설，협조반점업여기타행업부문지간적발전관계비반점자신관리화투입경위보편화중요。재투입방면，인원투입시영향반점업운영효솔진일보제고적주요인소。령외，유사성빈면림반점업규척사간수체감문제，수요신중자필지구적반점업건설규모。
The performance of the hotel industry is closely related to local socio-economic conditions and thc surrounding natural environment; however, these elements are largely ignored in academia and practice. Based on a mechanism that couples the hospitality industry and regional development, this article assesses the performance efficiency of the regional hotel industry from three aspects： revenues, average room rates and occupancy. The explanatory variables include the investment and construction in the local area that indicate its quality as a destination. Further variables that reflect the destinations＇ reception and service capacities include tourism attractions, business environment, tourist shopping attractions, information and transportation conditions, tourism professionalism level, information and promotion level, local amenities, and transportation accessibility. Empirically, Data Envelopment Analysis （DEA） and super-efficiency DEA models are applied to evaluate the efficiency of the hotel industry in 31 provinces in mainland China in 2012. The super-efficiency DEA model facilitates the construction of a performance ranking for the evaluated regions. The results show that 19 of 31 mainland Chinese provinces have efficiently developed their hotel industry, mainly in economically developed regions including Beijing, Tianjin, Shanghai, and Guangdong, in tourism provinces such as Hainan, Sichuan, Jiangsu, Zhejiang, and Guizhou, and in some less developed regions including Qinghai, Gansu, Xinjiang and Tibet. Shanghai, Tibet, Hainan, Beijing and Qinghai attain the highest scores under the super-efficiency DEA model. A hotel＇ s technological efficiency is mainly affected by its internal investments; however, its operating scale efficiency and overall efficiency are influenced by the surrounding tourism attractions and by the destination＇s reception and service capacities. This reflects that a specific hotel could ＇technically＇ enhance its performance by increasing its investment in construction and facilities or by improving its management. However, its overall performance is conditional on tourism attractions of local destination and the surrounding businesses, shopping and amenities and is influenced by their promotion, information and accessibility. The influence of destination capacity on the hotel industry is clearly observed in Shanghai. Its score of 8.810 for hotel efficiency is considerably higher than those of the other investigated provinces because of the high standards of its surrounding destination capacities. For many provinces, the coordination between the hospitality sector and its supporting industries is more important than the hotel＇ s own management and investment as it largely influences the scale of the hotel industry. For example, Hebei, Liaoning, Guangxi, Anhui and Henan have low scores because of the relatively poor tourism attraction resources in these provinces and because of their low business and shopping environment performances. Hence, the decreasing return to scale in the hospitality industry that is experienced in such provinces indicates that the size and volume of hotel construction need to be considered carefully; it may be unwise to extend the hotel industry in these regions. In terms of investment, staff inputs can significantly improve a hotel＇ s operating efficiency and can warrant higher room rate charges, as in Hebei, Heilongjiang, Inner Mongolia, Jilin, Anhui, Jiangxi, Hubei, Chongqing and Shaanxi. The paper recommends three strategies to improve the regional hotel industry： enhancing the management and quality of hotel facilities; matching the scale and level of the hotel industry with its local business, tourism, and shopping attractions; and enhancing the quality of support services.