Sheng-Hshiung Tsaur

THE EVALUATION OF AIRLINE SERVICE QUALITY BY FUZZY MCDM

Abstract This study applies the fuzzy set theory to evaluate the service quality of airline. Service quality is a composite of various attributes, among them many intangible attributes are difficult to measure. This characteristic introduces the obstacles for respondent in replying to the survey. In order to overcome the issue, we invite fuzzy set theory into the measurement of performance. By applying AHP in obtaining criteria weight and TOPSIS in ranking, we found the most concerned aspects of service quality are tangible and the least is empathy. The most concerned attribute is courtesy, safety and comfort.

Promoting service quality in tourist hotels: the role of HRM practices and service behavior

Abstract Tourist hotels in Taiwan are focusing their attention on improving customer service quality. In general, a firms human resource management (HRM) practices can create an environment that encourages positive employee behavior, thereby enhancing service quality. This conceptualization is grounded in an extensive review of the literature, pooling together previously disparate research strands. The purpose of this study is to empirically explore the relationship among human resource management practices, service behavior and service quality in the tourist hotels. The results indicate HRM practices had partially a direct effect on customer perceptions of service quality and an indirect effect through employees’ service behavior. This means that service behavior only partially mediates the relationship between human resource management practices and service quality. The implications for HRM and future research implications of this finding are discussed.

The operating efficiency of international tourist hotels in Taiwan

This study evaluates the operating efficiency of international tourist hotels in Taiwan. The actual operating data of 53 international tourist hotels in Taiwan are collected from 1996 to 1998. There are 6 output variables and 7 input variables in this study. By using the DEA technique, the efficiency of international tourist hotels is analyzed, and we can distinguish between efficient hotels and inefficient hotels. Moreover, the magnitude of inefficiency for input factors and output combinations could be clearly identified.

Application of Multicriteria Decision Making to Old Vehicle Elimination in Taiwan

As economic development has accelerated and per capita income has increased greatly in recent years in Taiwan, the number of motor vehicles has also increased remarkably. By the end of 1990, the number of passenger cars registered exceeded 2,330,000, and 19% of them have been in use for more than ten years. Judging from these statistics, the average of passenger cars in urban areas has risen. Some of the major negative influences which these old cars have created are outlined below: (a) Environment: air quality is affected by the increased amount of pollutants emitted in car exhaust as the cars age; (b) Energy: As cars age, the efficiency of energy use decreases in fuel consumption and operation costs; (c) Safety: As cars age, the rate of breakdown rises. This leads to more acidents or, at the very least, traffic jams when a car breaks down and obstructs traffic flow, thus increasing social costs. It is, indeed, necessary to get rid of these old cars. In this paper strategies to eliminate old vehicles have been laid out. Three objectives to be achieved are (a) improving the quality of the environment, (b) decreasing energy consumption, and (c) improving vehicle safety. Coordination with the community during government implementation of the strategy will also be taken into consideration.

The Use of Stated Preference Model in Travel Itinerary Choice Behavior

Abstract This study uses the Stated Preference Method and Multinomial Logit Model to examine the choice behavior of a sample of consumers who chose between six tour alternatives that differed according to five variables: specifics of tour, price, duration of tour, types of flight, and arrangement of free time. The results indicate that most of the consumers were affected by the price of the travel product when they were selecting the package tour. The duration of tour and type of flight were important factors to respondents under 40 years old. The older the tourists were, the more attention they paid to the contents of the tours. After estimating by MNL, the results also showed that the goodness-of-fit of the model was reasonably good. By conducting a strategic simulation of the third tour alternative, which had a higher market share, the best strategy was to reduce the price by 5% in order to increase the market share. The study demonstrates the usefulness of the stated preference model in the analysis of choice behavior for travel itinerary.

Evaluating the operating efficiency of international tourist hotels using the modified DEA model

This paper employs a new efficiency measure in Data Envelopment Analysis, efficiency achievement measure (EAM) proposed by Chiang and Tzeng (1999), to estimate efficiency levels of international tourist hotels of Taiwan. EAM can be viewed as the level of achievement of the DMUs efficiency ratio. In comparison to traditional DEA with weak discriminating power, EAM could provide strong discriminating power, so that the number of the relatively efficient DMUs (i.e., their efficiency ratio are equal to 1) could be reduced. Thus, we could have a clear picture for the rankings of hotels’ efficiency. Using this model, international tourist hotels of Taiwan was investigated. The results show that 10% of the hotels were relative efficient among 47 hotels in EAM model, while 17% were relative efficient in CCR model.

Cost structure for international tourist hotels in Taiwan

This paper investigates the cost structure and economic characteristics of international tourist hotels. The Translog cost function of hotel is estimated (output factor-annual business income input factors-labor, material, energy, and miscellaneous items). It indicates that: (1) even when there is price increase for each of the input factors, the amount of input for each of the factors will not be reduced, (2) there exist such relationships of substitution between material, labor and energy, and energy and miscellaneous item, (3) hotel management is not economic, and (4) unable to lower its operation cost through scale expansion.

Working Holiday Tourist Learning: Scale Development and Validation

ABSTRACT The purpose of this study is to explore the learning of working holiday tourists (WHTs) and to develop a relevant scale. Firstly, in-depth interviews and content analysis were employed to generate the initial items. Secondly, 11 factors were extracted from an exploratory factor analysis with 273 samples. Thirdly, a confirmatory factor analysis with 522 samples was performed to identify the validity of the WHT learning scale. The results show that the 11-factor and 35-item WHT learning scale has good fit, reliability and validity. The findings expand the current knowledge of tourist learning and working holidays, and provide marketing implications and suggestions for future research.

Do Travel Product Types Matter? Online Review Direction and Persuasiveness

ABSTRACT Based on perceived risk and zone of tolerance theory, this study selected two popular tour-based products and two ticket-based products to investigate how travel product types and online review directions influence review persuasiveness. The study showed that travel product type and online review direction have a combined effect on online persuasiveness. Additionally, participants perceive negative reviews to be more persuasive than positive reviews for group package tours and packages of airline ticket and hotel accommodation products. However, positive reviews are more persuasive than negative reviews for budget airline ticket products. These findings have managerial implications both for product improvement strategies and for theoretical advances in hospitality and tourism.

A Multiobjective Algorithm Integrated of Compromise Programming and NISE Method

The purpose of this paper is to present a new mechanism of multiobjective programming which integrates compromise programming and noninferior set estimation (NISE) methods. The paper begins by first discussing the limitations of the conventional NISE algorithm by Cohon (1978), and then discusses several extended models derived from conventional NISE algorithms including CONNISE and CONWEIGHT algorithms. Next, the new algorithm is expressed in its mathematical form and a numerical example is given to demonstrate its effectiveness (i.e. in controlling the allowable error) and efficiency (i.e. its rapid convergence). Suggestions for further research are also given.