外文翻譯---旅行社服務(wù)績效研究（節(jié)選）

1、<p>　　1700單詞，1萬英文字符，2800漢字</p><p>　　出處：Sellers-Rubio R, Nicolau-Gonzalbez J L. Assessing performance in services: the travel agency industry [J]. The Service Industries Journal, 2007, 3(5): 65

2、3-667.</p><p><b>　　原文 </b></p><p>　　Assessing performance in services: the travel agency industry</p><p>　　Sellers-Rubio R, Nicolau-Gonzalbez J L</p><p>　　I

3、ntroduction </p><p>　　The assessment of performance is a critical component of the management process in any type of organisation. Business performance is recognised as a multi-dimensional construct, as

4、 it covers diverse purposes and types of organisations/levels (Lewin & Minton, 1986). The single output to input ratios, such as return on investment (ROI) and return on sales (ROS) may be used as indices to cha

5、racterise financial performance. However, conventional referents of performance, whether they are measures of</p><p>　　Furthermore, growing competitiveness and the globalisation of markets in recent yea

6、rs have given rise to an economic environment where it is becoming increasingly difficult for companies to survive. In this context, efficiency and productivity have become important issues for managers, both in the

7、 manufacturing and service sectors, as the analyses of these can be useful to evaluate firm performance. However, although the service sector's size and importance has grown in the past 20 years, produc</p>

8、;<p>　　Particularly, this article analyses the tourism sector, given the importance that tourism has in the service industry. In the tourism sector, travel agencies are of course mindful of the need to manage

9、 the productivity and the efficiency of their business. However, the larger publicly quoted travel agencies tend to avoid aggregate economic approaches to the measurement of productivity in favor of firm level finan

10、cial or operating measures that are meaningful to investors and stakeholders. While </p><p>　　This article reviews some of the methods proposed to estimate economic performance in tourism. The meth

11、odology applied is based on traditional profitability and productivity measures as well as parametric and non-parametric techniques to evaluate efficiency. The empirical application is carried out on a sample of 567

12、 travel agencies operating in the Spanish tourist distribution sector in 2004. </p><p>　　The remainder of the article is organised as follows. The second section reviews the previous literature in

13、this field. The third describes the methodology and sample used. In the fourth section, the results obtained are shown. Finally, the conclusions of the study, the limitations of the paper and future resear

14、ch possibilities are presented in the fifth section. </p><p>　　Literature review </p><p>　　To evaluate performance in tourism, several approaches have been proposed. Among these propos

15、als, productivity and efficiency analyses have become very important in recent years. However, although the terms productivity and efficiency have been used interchangeably, this is unfortunate because they are not

16、exactly the same thing. The most common interpretation in marketing and economics is expressed by Bucklin (1978) and Ingene (1982), who state that: ‘The ratio of total productivity is the quot</p><p>　　

17、Studies of tourism efficiency analysis can be classified on the method employed. Most of them, use the data envelopment analysis (DEA) non-parametric method (Anderson, Fok, & Scott, 2000; Anderson, Lewis, &

18、Parker, 1999a; Barros, 2005a, 2005b; Bell & Morey, 1995; Chiang, Tsai, & Wang,2004; Hwang & Chang, 2003; Morey & Dittman, 1995; Reynolds, 2003). A few of them are based on parametric techniques (Ande

19、rson et al., 1999a; Anderson, Fish, Xia, & Michello, 1999b; Barros, 2004; Barros & Matías, 200</p><p>　　It is important to note that, in spite of the important role travel agencies play in marke

20、ting tourism products, most of efficiency analyses in tourism focus on the hotel industry (in particular, from the USA, Portugal and Taiwan). These studies use microeconomic data and consider lodging establishments

21、of one hotel chain by employing multiple inputs and outputs. Also, they mostly apply a cross-section sample from 1 year, while studies that use samples from several years estimate productivity th</p><p>

22、;　　Methodology </p><p>　　The methodology employed to reach the goal of this article is divided into three stages. </p><p>　　In the first stage, profitability and productivity indexes are es

23、timated. To estimate profitability, traditional indexes such as returns on capital employed (ROCE), returns on assets (ROA) and returns on investment (ROI) are employed. Furthermore, two specific ratios employe

24、d to estimate the productivity in travelagencies are computed (i.e. sales per employee and sales per outlet). </p><p>　　In the second stage of the methodology, both parametric and non-parametric mo

25、dels are employed to estimate efficiency. The basic difference between them is that the parametric models specify a functional relationship between the inputs employed and the outputs obtained, whereas in the non-pa

26、rametric models no functional relationship is considered. Gong and Sickles (1992) show that neither technique uniformly dominates the other. First, a stochastic frontier production function is estimated. I

27、n t</p><p><b>　　Results </b></p><p>　　In this section, profitability and productivity indexes as well as efficiency estimates are computed. </p><p>　　As can be seen

28、, for the sample analysed, the mean profitability ratios are: ROA = 4.08%, ROCE = 18.722% and ROI = 11.567%. Regarding the productivity indexes, the results show that the average amount sold per employee in thousand

29、s of euros is 248.361; whereas the average amount sold per outlet is 486,827. </p><p>　　It also shows the mean efficiency estimates of the firms analysed using both parametric and non-parametric techni

30、ques. The estimated mean efficiency with the stochastic parametric frontier is 0.703, which indicates that there is considerable inefficiency in the Spanish tourist distribution sector. This result implies that

31、, on average, the firms considered could have obtained 29.7% more output using the same resources. With the aim of examining the nature of the existing returns to scale. Additio</p><p>　　Conclusion

32、s and implications for management </p><p>　　Several approaches can be found in the literature for measuring economic performance in the tourism industry. In this article, some of the most relevant appro

33、aches proposed are compared and employed to analyze the performance of the Spanish travel agency sector. </p><p>　　While some of them allow the inclusion of multi-output performance measures, others are

34、 restricted to single outputs. Overall, none of the methodologies can be said to be better than the rest. The most appropriate methodology depends on the characteristics of the production process and the aim an

35、d scope of the analysis. </p><p>　　In general, the application of these techniques has important implications in tourism. First of all, performance analysis is useful to the management of the retai

36、lers themselves (Sinigaglia et al., 1995). At a horizontal level, the measurement of productivity is important in the strategic management of companies in the sector, as it facilitates the realization of strategic b

37、enchmarking analysis. Basically, the process of benchmarking requires the measurement of the difference between the current</p><p>　　Furthermore, the analysis of the efficiency of travel agencies also f

38、avors the management of service producers (Sinigaglia et al., 1995), as it allows them to identify intermediaries that efficiently use their resources to bring their products to the market. In this sense, efficiency

39、 becomes an orientation criterion for the choice of vertical relationships in the distribution channel (Holloway & Robinson, 1995). Traditionally, the criteria for the choice of distributors have been economic,

40、in te</p><p>　　This article is not without limitations. Given the fact that we only analyze one of the players in the distribution channel, the generalization of the conclusions of the study to the whol

41、e sector should be made with caution. Therefore, the scope of the results obtained in this study should only be considered at the level of the retail format analyzed. </p><p>　　Finally, future rese

42、arch lines should be directed towards considering other aspects such as the quality of the services provided, customer satisfaction or the interaction with the external environment, which are of great importance when eva

43、luating firm performance. </p><p><b>　　譯文 </b></p><p><b>　　旅行社服務(wù)績效研究</b></p><p><b>　　引言 </b></p><p>　　績效評估對任何類型的組織來說，都是其管理過程中的一

44、個關(guān)鍵的組成部分。業(yè)務(wù)績效被公認(rèn)為涵蓋許多不同的目標(biāo)，以及主要就是組織的服務(wù)水平(列文和明頓,1986)。單一的輸出輸入比率，如投資回報率(ROI)和銷售利潤率(ROS)可以用來作為描述財務(wù)業(yè)績的指標(biāo)。然而，傳統(tǒng)的績效的參照對象，盈利能力的措施，如 ROI 等等都不是令人滿意的評估方法(查克拉瓦蒂,1986)，公司的績效表現(xiàn)是復(fù)雜的，這就需要綜合運(yùn)用多種評估方法(朱,2000)。 </p><p>　　此外，日益

45、增長的競爭力以及近年來市場的全球化趨勢，企業(yè)越來越難以生存。在這種背景下，無論是效率和生產(chǎn)力已成為管理者考慮的重要問題，無論是在制造業(yè)還是服務(wù)業(yè)，這些分析對于企業(yè)績效的評估都是有幫助的。然而，盡管在過去的 20 年中，服務(wù)業(yè)的規(guī)模和重要性已經(jīng)得到了飛快的發(fā)展，但是其服務(wù)效率并沒有得到顯著的提高 (拜瑪和格林沃爾德,1997)。 </p><p>　　鑒于旅游業(yè)在服務(wù)業(yè)中的重要地位，本文特意分析了旅游業(yè)的服務(wù)績效評

46、估。在旅游業(yè)中，旅行社理所當(dāng)然需要考慮其業(yè)務(wù)的服務(wù)效率。然而，很多大型的旅游社，以及已經(jīng)上市的旅行社都避免使用聚合經(jīng)濟(jì)方法來對公司的效率水平及服務(wù)績效進(jìn)行評估。而一些規(guī)模較小的以及還沒上市的旅行社，他們同樣依靠一套相對常見的評估方法來評估其績效(雷諾茲，霍華德，德拉貢羅斯維爾和奧梅羅德，2005)。 </p><p>　　本文回顧了旅游業(yè)績效評價的一些方法。本文的研究方法是基于傳統(tǒng)的盈利能力和服務(wù)效率指標(biāo)評估措施

47、以及參數(shù)和非參數(shù)技術(shù)評估措施。選取了西班牙567 家旅行社進(jìn)行了實證分析。本文的其余部分組織如下。第二部分回顧了在這一領(lǐng)域的一些研究文獻(xiàn)。第三部分描述了所使用的方法。在第四部分中，是研究的結(jié)果。最后，是本文的結(jié)論等。 </p><p><b>　　文獻(xiàn)綜述 </b></p><p>　　為了評估旅游業(yè)的服務(wù)績效,我們提出了這樣幾種方法。近年來，在這些方 法中,生產(chǎn)力和

48、績效指標(biāo)分析已變得非常重要。然而，盡管生產(chǎn)力和效率分析被交替不斷的使用,所不幸的是，他們并不是完全相同。市場營銷和經(jīng)濟(jì)學(xué)最常見的解釋是由巴克利(1978)和羅姆(1982)提出的,他們這樣表述道:“總生產(chǎn)力的比率是所有輸入輸出之商。比例部分的生產(chǎn)力是所有輸出到一個輸入的商”。從這層意義上講,生產(chǎn)率指標(biāo)是通過將數(shù)據(jù)插入預(yù)先確定的公式或比率中而不考慮其他零售店的業(yè)績。作為一種選擇方案,相對效率是測量零售效率的一種新方法，所以，它重點關(guān)注的是

49、相對業(yè)績最好的出口量,而不是普通業(yè)績與傳統(tǒng)的絕對措施。 </p><p>　　旅游效益分析的研究可以采用這樣的分類方法。他們中的大多數(shù),使用數(shù)據(jù)包絡(luò)分析(DEA)非參數(shù)方法(安德森,福克,&斯科特,2000;安德森,路易斯&帕克,1999;巴羅斯,2005 a,2005 b,貝爾和莫雷,1995;蔣介石,蔡,& 王2004;黃&張2003;莫雷& 迪特曼,1995;雷諾,2

50、003)。其中一些是基于參數(shù)化的技術(shù)(安德森 et al .,1999;安德森,費勒,夏,& 馬赫爾 1999 b;巴羅斯,2004;巴羅斯 & 馬蒂亞斯2006;科艾利,佩雷爾曼,& 羅馬諾,1999;翁&王,2006)。關(guān)于函數(shù)利用依靠的是超越函數(shù)的研究(例如安德森 et al .,1999 b,翁&王 2006)和柯布-道格拉斯函數(shù)(例如巴羅斯,2004;巴羅斯 &

51、; 馬蒂亞斯,2006)。 </p><p>　　重要的是要注意這一點,盡管旅行社在旅游產(chǎn)品營銷中起著非常重要的作用,大多數(shù)旅游業(yè)關(guān)注酒店行業(yè)的效率分析(特別是美國、葡萄牙和臺灣的旅游業(yè))。這些研究使用微觀經(jīng)濟(jì)數(shù)據(jù)，采用多端輸入與輸出并考慮連鎖酒店的住宿場。同時,他們中的大多數(shù)都應(yīng)用橫截面樣本達(dá) 1 年,而研究表明，通過生產(chǎn)力指數(shù)使用多年的樣本估算生產(chǎn)率，是基于非參數(shù) DEA 技術(shù)之上的(巴羅斯,2005;巴羅斯

52、&阿爾維斯,2005;黃&張,2003 年),或通過參數(shù)前沿, 通過引入時間變量考慮可能的技術(shù)變革 (巴羅斯,2004;科艾利 et al .,1999)。最后, 由于旅行社信息可用性的輸入和輸出，就存在各種各樣的變量用于旅游效益分析。 </p><p><b>　　研究方法 </b></p><p>　　為了達(dá)到本文的研究目的，使用的研究方

53、法可分為三個階段。 </p><p>　　在第一階段中,使用的是盈利能力和生產(chǎn)力績效指標(biāo)評估方法。為了預(yù)估旅行社的盈利能力，我們運(yùn)用的是傳統(tǒng)的指數(shù)，如資本運(yùn)用利潤率(ROCE)、資產(chǎn)回報率(ROA)和投資回報率(ROI)。此外,用來評估旅行社績效的還有兩個特定的比率，他們是旅行社員工的旅游產(chǎn)品的銷售額)。 </p><p>　　在第二階段的研究方法中, 用來評估旅行社績效的是參數(shù)和非參數(shù)技

54、術(shù)模型。它們之間的基本區(qū)別是使用輸入和輸出之間的關(guān)系指定參數(shù)模型的功能, 而在非參數(shù)模型中則不考慮函數(shù)之間的關(guān)系。貢和希爾克斯在 1992 年認(rèn)為：無論是技術(shù)統(tǒng)一支配還是其他都不考慮。首先, 估算隨機(jī)前沿生產(chǎn)函數(shù)。在這個參數(shù)模型中,指定了生產(chǎn)函數(shù),將輸出作為一個給定的函數(shù)組輸入。這個模型的隨機(jī)元素允許觀察生產(chǎn)函數(shù),以及測量誤差等隨機(jī)因素(埃利，帕薩達(dá)& 巴特斯,1998)。 </p><p><b&

55、gt;　　研究結(jié)果 </b></p><p>　　在本節(jié)中，主要是對旅行社的盈利能力和服務(wù)效率進(jìn)行計算。通過計算分析，可以看到，旅行社的平均盈利能力比率 ROA 為 4.08% ，資本收益率 ROCE 為 18.722%,投資回報率 ROI 為 11.567%。關(guān)于服務(wù)績效指標(biāo)，結(jié)果表明，每個雇員的平均銷售額是 248361;而銷售總額是 486827。 </p><p>　

56、　它也顯示了公司的平均服務(wù)效率為 0.703，這表明在西班牙的旅行社，其效率比較低。這個結(jié)果也意味著，平均而言，公司原本認(rèn)為可以多獲得 29.7%的收益，如果使用相同的資源。此外，規(guī)模收益保持不變。獲得的平均技術(shù)效率指標(biāo)CRS 為 0.548 和 DEA 為 0.633。因此，DEA 分析還揭示了大量的西班牙零售系統(tǒng)的效率。通過計算分析，平均值為 0.866。這一結(jié)果表明，大部分都偏離了原來公司規(guī)劃的最佳效率。在本文的研究中，對 567

57、 家公司的分析是完全有效的。 </p><p>　　結(jié)論和管理上的啟示 </p><p>　　在一些研究文獻(xiàn)中，可以發(fā)現(xiàn)有好幾種方法可以被用來衡量旅游社的盈利及服務(wù)績效水平。在本文中，使用了一些最相關(guān)的方法，用來分析西班牙旅行社行業(yè)的服務(wù)績效。 </p><p>　　雖然這些方法中，有一些允許包含多種綜合績效評估措施，其他人則局限于使用單一的評估方法，總的來說，沒有

58、一個方法可以說比其他方法都更好。最合適的方法取決于旅行社的具體情況以及分析的目的和范圍。 </p><p>　　一般來說，這些技術(shù)方法的應(yīng)用對的旅行社的績效評估具有重要的影響。首先，績效分析對服務(wù)商來說是很有用的管理工具。從橫向?qū)用婵?，服?wù)績效的評估是企業(yè)戰(zhàn)略管理的重要領(lǐng)域，因為它有助于實現(xiàn)企業(yè)的戰(zhàn)略標(biāo)桿分析。在基準(zhǔn)評估過程中，基本都需要對組織的當(dāng)前的績效水平和最好的實際水平進(jìn)行評估，隨后探討并確定每個差異的根本

59、原因，其中最重要的是：管理風(fēng)格、組織結(jié)構(gòu)和 服務(wù)質(zhì)量等。 </p><p>　　此外，分析旅行社的績效水平，也有利于對服務(wù)提供者的管理，因為它允許他們選擇幾個中間商，通過他們，企業(yè)可以有效地將旅游產(chǎn)品投向市場中。在這個意義上看，這成為企業(yè)一個很好的分銷渠道選擇。傳統(tǒng)上來說，經(jīng)銷商考慮的是成本和收入,和市場覆蓋率等的均衡，需要具備適應(yīng)環(huán)境變化的靈活性，以及對中間商的控制能力。因此，從某種程度上說，我們也應(yīng)該考慮中間