Competitive Actions and Matching Responses: An Empirical Study of International Tourist Hotels in Taiwan

[[abstract]]台灣政府大力扶持觀光產業，在2002年9月頒布觀光客倍增計畫，並且在2009年頒布觀光領航拔尖計畫，投入300億台幣積極建設，台灣的旅館業也越加蓬勃發展。旅館分類中的國際觀光旅館是本研究主要研究範圍，樣本選取則是2003年至2012年52間台灣國際觀光旅館。本研究使用結構分析法進行實證分析，事前先閱讀新聞資料庫編制結構編碼表，而後再依新聞報導所紀錄的廠商行動進行分類，藉由公開資訊蒐集國際觀光旅館廠商間的對偶行動，搜尋方式採用關鍵字搜尋，從10年間得到13,019筆國際觀光旅館的新聞，又從101筆的競爭性的對偶行動新聞中得到169筆對偶行動，比例約為0.8%。 本研究使用動態競爭理論探討對偶行動的前因，實證結果如下：在已回應的對偶行動中，其他情形不變之下，資源相似性與配對回應率呈現負向的關係；考慮到資源相似性與市場共同性之間的干擾關係，在資源相似性大，且市場共同性愈大的情況下，會強化資源相似性、市場共同性與配對回應率間的負向關係，另外，戰術性行動率與配對回應率之間有顯著正向影響。[[abstract]]In the past decade,the government of Taiwan implemented two important policies,including Doubling Tourist Arrivals Plan(觀光客倍增計畫) in 2003 and Project Vanguard for Excellence in Tourism(觀光領航拔尖計畫) which invested 30 billion TWD to support the tourism industry in 2009. The policies may bring positive effects for the industry and we can observe the details of the competitive actions and responses. Based on dynamic competition perspective, we can explore the antecedents of competitive actions and responses. We use 10-year panel data of 52 international tourist hotels in Taiwan, from 2003 to 2011.In this study, we use the structural content analysis to build a database which is from a pre-designed coding schedule and key word to find dyadic actions and responses. According to empirical study, we collected 169 dyadic actions and responses. Therefore, we can conclude some consequences. We can discuss the relationship between the antecedents of competitive actions and responses and matching responses (i.e. including all the answered responses in dyadic actions). First, the relationship between resource similarity and matching responses is negative. Second, when market commonality and resource similarity are high and the interaction between both of them is positive, the likelihood of matching response increases. Third, the relationship between tactical actions and matching responses is positive.[[note]]碩