本研究資料取自台灣旅宿網的一般旅館名冊，並將其轉為全台各鄉鎮市區2004至2021年新設旅館家數的追蹤資料。筆者先使用一般的固定效果模型以普通最小平方法進行分析，討論不同旅館等級的設址決策是否會受同地區同等級或不同等級既有旅館數的影響。筆者接著再使用帶有地區固定效果的Spatial Durbin Model進行空間迴歸分析，討論旅館設址決策是否受鄰近地區既有旅館數的影響。分析結果指出，不同等級競爭者數量、平均旅館規模、平均可容納人數、B2C電子發票開立金額對各地區不同等級之一般旅館新設立數顯著相關。當市場中平均旅館規模越大，規模阻卻當地競爭的效果越強。反之，當市場中平均旅館規模越小，競爭者數量就會成為阻卻競爭的主要因素。此外，本研究也證實鄰近地區中之既有旅館數與當年度新開立旅館數也會對一般旅館的新開立數有顯著的影響。

The data of this study come from a hotel list from Taiwanstay.Net, which was further transformed into a panel dataset regarding the numbers of new hotels in each country/town/district in Taiwan from 2004 to 2021. The author first analyzed this dataset by ordinary least squares regression with fixed effect models, and discuss whether the location decisions of the new entrances would be affected by the number of hotels in the same level or the number of hotels in different levels in the same location. Then, the author adopted spatial regression with Spatial Durbin Model with country/town/district fiexed effects, and discuss whether their location decisions would be affected by the numer of hotels in the nearby districts. The results indicate that the number of competitors of different levels/categories, the average hotel size, the average accommodating number, and the amount of B2C electronic invoices are significantly related to the number of new hotels in each country/town/district. When the average hotel size becomes larger in the market, the effect of scale hindering localized competition will be stronger. In contrast, when the average hotel size is smaller in the market, the number of competitors will become the main factor that hinders localized competition. In addition, we found that the number of existing hotels in the nearby regions and the number of new openings in the nearby regions also have significant impacts on the number of openings in each country/town/district.

論文審定書 i
中文摘要ii
Abstractiii
目錄 iv
表次 v
圖次 vi
第一章 緒論 1
第一節 產業背景 1
第二節 研究動機與缺口 1
第三節 研究問題 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 旅館業市場競爭與集聚現象 5
第二節 影響旅館業設址的決策因素 7
第三節 臺灣旅館業市場競爭與營業績效 9
第三章 研究方法 11
第一節 臺灣旅館的等級 11
第二節 資料來源與處理 13
第三節 研究變數 17
第四節 研究分析工具 19
第四章 實證結果分析 24
第一節 樣本描述 24
第二節 敘述統計表 24
第三節 固定效果模型結果 26
第四節 空間迴歸模型結果 33
第五章 結論，研究限制與未來研究建議 38
第一節 學術理論面之貢獻 38
第二節 限制與未來研究建議 39
參考文獻 41

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