The Interactive Relationship between Labor and Product Demands – Evidence from Taiwan Hotels

[[abstract]]本研究依據傳統要素市場理論所提及：人力需求為產品需求之衍生性需求觀點，延伸出研究假設：「旅館客房部員工數量將會透過服務品質影響消費者對旅館產品需求，故人力需求與產品需求應為雙向關係」。依此研究假設，本研究欲探討影響國際觀光旅館客房部門人力需求與產品需求之產業特性因素和總體經濟因素。運用計量聯立方程模型，使用14年之台北、台中及高雄3地區的國際觀光旅館資料進行分析，和以往研究不同，在人力需求模型中將產品需求視為內生變數；在產品需求模型中則納入過去較為忽略之服務品質變數。使用縱橫資料固定效果模型，並比較修正內生性與否之異同。 實證結果顯示，在人力需求方面：消費者對客房需求將會延伸出旅館業者對人力需求；平均工資為決定人事成本主要因素，影響旅館業者縮編或擴增客房部員工人數；旅館因其產業特殊性，客房部人力需求和經濟景氣成反比。在產品需求方面：消費者對旅館客房形象優劣觀感主要來自於客房部服務品質；經濟越景氣會提高消費者休閒旅遊意願，對旅館產品需求也提升。研究結果建議旅館管理者在雇用人力時，除考慮會影響人力需求的產業及總體經濟因素之外也要考慮直接影響產品需求間接影響人力需求潛在因素，以達到最適人力配置。產品需求方面之影響因素，其中尤以服務品質為最關鍵，並同樣需注重間接影響客房服務品質潛在變數，期能提供旅館住宿消費者產品需求方面訊息，也提供旅館業者在提升旅館產品需求之主要方向。建議旅館業者在經營策略方面，人力與產品兩方面需求互相配合，達到旅館人力最適、服務品質最佳及效能最大化。[[abstract]]The Study is based on what is mentioned in traditional factors market theory, labor demand is derived from product demand. Make assumption: “The number of staff from department of hotel room would affect the consumer’s needs to the hotel through the quality of service. Therefore, labor and product demands should be two-way relationship.” Based on the assumption, the study discusses the industry and macroeconomics factor which influences labor demand from department of hotel room and product demand of International hotels. Using simultaneous equations model and 14-years data of International hotels data in Taipei, Taichung, and Kaohsiung to analyze. Differ from past studies, this study regards product demand as endogenous variables in labor demand equation, and add the variables of the quality of service, which was ignored in the past, in the equation of product demand. Using panel data fixed effects model, and see if there is difference if modify capture endogenous variables. The result of empirical evidence shows that in the aspect of labor demand: the hotel labor demand would be derived from the request of consumers to the department of hotel rooms; the average wage is the main factor to the cost of human resource, which influence the hotels to increase or decrease the numbers of staff; due to the uniqueness of hotel industry, there is an inverse relationship between labor demand and macroeconomics. In the aspect of product demand: the way consumers judge a hotel based on the quality of service; the more prosperous the economic is, the more willing would consumers be travel, and hence, increase product demand of hotel. This study suggests the managers of hotel that when hiring staff, except for considering the industry and macroeconomic factor, should also consider the essential factors which directly influence product demand and indirectly influence the labor demand, to achieve optimal human resource allocation. Concerning with the factors which influence product demand, the key factor is quality of service, and also should pay attention to the essential variables which indirectly influence the product demand, and provide the information to consumers. This study recommends labor demand operate in coordination with product demand in business manage strategy, to achieve optimal human resource allocation, quality of service and maximize utility.[[note]]碩