本研究旨在探討台灣地區國際觀光旅館品牌權益與經營績效之關係，並以實證分析。首先利用資料包絡分析法 (data envel-opment analysis, DEA)評估台灣地區國際觀光旅館經營績效，以了解各公司經營績效之良窳，其次透過問卷調查方式以了解各國際觀光旅館之品牌權益並以因素分析法萃取出用以衡量觀光旅館之品牌權益因素。最後以階層線性模式 (hierarchical linear model, HLM)來分析國際觀光旅館品牌權益及其構面與經營績效之關係、以及不同經營型態之國際觀光旅館其品牌權益與經營績效之影響差異。
研究結果顯示，品牌權益與經營績效存在正向且顯著相關，且不同經營型態之國際觀光旅館其品牌權益對經營績效產生不同的影響。本研究之結果希望不僅可藉以了解各觀光旅館之相對競爭力，亦可提供觀光旅館業建立良好品牌之經營目標以提升經營績效。
The purpose of this study is to examine the relationship between brand equity and the performance of international tourist hotels in Taiwan through an empirical study. The study first used the data envelopment analysis (DEA) model, developed by Charnes, Cooper, Rhodes(1978), to measure the relative performance of 22 international tourist hotels in Taiwan. Next, random policy holders of these international tourist hotels were surveyed to supply information on the firms’ brand equity. Finally, the hierarchical lin-ear model (HLM) ,was used to analyze the effects of different management styles on the brand equity and performance of international tourist hotels. The research found that brand equity is significantly correlated with the performance of international tourist ho-tels, and that the brand equity of hotels chain does has a much higher influence on their performance than that of hotels individual. Therefore, the study not only helped to re-veal the relative competitiveness of international tourist hotels in Taiwan, but could also be effectively used as a reference for international tourist hotels to achieve better per-formance and to create an even more profitable brand.
