A Study on Operating Performance of Electronic Commerce in Leisure and Recreation Industry─ An Example of Tourist Hotel Websites in Taiwan

• Main Authors: Lai Yen Jui, 賴衍瑞
• Other Authors: Liu Bih Jane
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/78917907034012382665

碩士 === 國立臺灣師範大學 === 運動休閒與管理研究所 === 90 === There is no research about impacts of electronic commerce on operating performance of leisure and recreation industry in Taiwan. The study surveyed “website build-up”, “website function”, “online reservation”, and “online transaction” of tourist hotel websites to explore impacts of electronic commerce on operating performance. Comparing to other factors, analyze whether electronic commerce is the main factor to affect operating performance. The data are collected from tourist hotels in Taiwan and analyzed by using descriptive statistics, correlation coefficient, and regression analysis. The main results of the study pertain to the following aspects: 1.Electronic Commerce: (1)“Website build-up” has positive impacts on “occupancy rate”, “total revenue”, and “ productivity of rooms”. (2)“Website function” has no impact on operating performance. (3)“Online reservation” has positive impact on “occupancy rate”. (4)“Online transaction” has positive impact on “ productivity of employee”. 2.General factors “The number of rooms”, “the number of employees”, “average room rate”, “classification of tourist hotels”, “location”, “ratio of foreign tourists”, and “group ratio” all have positive impacts on operating performance. Key words: leisure and recreation industry, electronic commerce, operating performance, and tourist hotel.