Applying a hybrid DEA model to evaluate the influence of marketing activities to operational efficiency on Taiwan’s international tourist hotels / C.-W. Huang in Journal of the operational research society (JORS), Vol. 63 N° 4 (Avril 2012)  

Public ISBD [article]  inJournal of the operational research society (JORS) > Vol. 63 N° 4 (Avril 2012) . - pp. 549–560 Titre : Applying a hybrid DEA model to evaluate the influence of marketing activities to operational efficiency on Taiwan’s international tourist hotels Type de document : texte imprimé Auteurs : C.-W. Huang, Auteur ; Y-H. Chiu, Auteur ; C-T. Ting, Auteur Année de publication : 2012 Article en page(s) : pp. 549–560 Note générale : Recherche opérationnelle Langues : Anglais (eng) Mots-clés : Data envelopment analysis Operational efficiency Marketing Technology gap Hotels Index. décimale : 001.424 Résumé : This study uses the hybrid DEA model, in which the proportionate inputs are evaluated with a radial measure and the non-proportionate inputs are evaluated with a non-radial measure in order to evaluate the impact of marketing expense on the efficiency of Taiwan's international tourist hotels. We further introduce the hybrid DEA into the technology gap measurement to evaluate the technology gaps of marketing expense utilization between different operating types. The empirical results indicate that the inefficiency caused from excess marketing expense is the main reason for lower efficiency in many tourist hotels, especially to chain-operated hotels and hotels that cater to domestic clients. Through the hybrid technology gap measurement, we find that the utilization of marketing resources is more effective for independent, city type hotels, as well as those that cater to international clients. DEWEY : 001.424 ISSN : 0160-5682 En ligne : http://www.palgrave-journals.com/jors/journal/v63/n4/abs/jors201158a.html [article] Applying a hybrid DEA model to evaluate the influence of marketing activities to operational efficiency on Taiwan’s international tourist hotels [texte imprimé] / C.-W. Huang, Auteur ; Y-H. Chiu, Auteur ; C-T. Ting, Auteur . - 2012 . - pp. 549–560. Recherche opérationnelle Langues : Anglais (eng) in Journal of the operational research society (JORS) > Vol. 63 N° 4 (Avril 2012) . - pp. 549–560 Mots-clés : Data envelopment analysis Operational efficiency Marketing Technology gap Hotels Index. décimale : 001.424 Résumé : This study uses the hybrid DEA model, in which the proportionate inputs are evaluated with a radial measure and the non-proportionate inputs are evaluated with a non-radial measure in order to evaluate the impact of marketing expense on the efficiency of Taiwan's international tourist hotels. We further introduce the hybrid DEA into the technology gap measurement to evaluate the technology gaps of marketing expense utilization between different operating types. The empirical results indicate that the inefficiency caused from excess marketing expense is the main reason for lower efficiency in many tourist hotels, especially to chain-operated hotels and hotels that cater to domestic clients. Through the hybrid technology gap measurement, we find that the utilization of marketing resources is more effective for independent, city type hotels, as well as those that cater to international clients. DEWEY : 001.424 ISSN : 0160-5682 En ligne : http://www.palgrave-journals.com/jors/journal/v63/n4/abs/jors201158a.html

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