高星级酒店投资项目评估指标体系研究

发布时间：2018-05-07 16:24

本文选题：高星级酒店 + 高星级酒店投资　；参考：《安徽大学》2012年硕士论文

【摘要】：近年来国内外旅游业蓬勃发展,国内旅游接待市场显著扩大。酒店业,作为旅游接待的重要组成部分,吸引了投资商较多关注。高星级酒店,由于其定位的高端性、高额的利润率获得投资商更多青睐。然而,高星级酒店的投资有其独特的特征,一般行业的投资理论并不完全适用于高星级酒店的投资。多数投资商由于项目投资前缺乏科学的决策方法与专业理论的指导,导致高星级酒店投资项目在发展过程中遇到一系列瓶颈问题,比如规格不符标准、经营管理不善、管理人才稀缺或是资金配备不足等,损失较严重。如何系统科学地评估高星级酒店投资项目引起投资业界关注。项目评估是可行性研究的再研究,即在可行性研究的基础上,对拟建项目在政策上和经济上的可行性和合理性再进行一次研究,为投资项目的最后科学决策提供依据。传统的高星级酒店投资项目评估主要是基于财务评估的方式,即通过投资回报率,内部收益率等财务指标判断项目是否值得投资。然而社会经济系统涉及影响因素众多,单一的评估体系只能反映项目某一方面的特性,不能系统地反映项目真实全面的情况。通过阅读相关文献发现,目前国内关于高星级酒店投资的研究较少,笔者以“高星级酒店投资”为关键词在中国知网上搜索发现仅有2篇相关文献,分别研究了高星级酒店投资前市场情况和高星级酒店的投资管理模式；而关于高星级酒店投资项目评估的研究几乎是空白。然而实际中高星级酒店由于其行业的特殊性以及较强的专业性,一般行业项目的投资方式并不适用于高星级酒店的投资,高星级酒店投资亟需理性科学的评估方法进行指导。而评估指标体系的构建是项目评估的基础,因此,本文以高星级酒店投资评估指标体系的构建与应用作为研究的切入点,以文献综述为基础,通过对高星级酒店投资的理论基础和现实基础研究分析,选取指标,构建高星级酒店投资项目评估的初步指标体系框架。发放了初步指标体系各指标与项目评估关联程度的调查问卷,问卷调查的结果表明,影响高星级酒店投资的因素主要有：企业的资金实力,酒店的地理位置,管理团队素质、经验和能力,竞争者经营定位与特色,旅游业发展政策,酒店业发展政策,当地旅游资源水平,当地旅游经济收入,酒店产品服务项目,竞争者数量与规模,当地经济增长率。本文以这十项指标为基础构建了包含三大层次,五大准则和二十一项指标的评估指标体系。继而基于指标体系研究了指标体系的应用方法,首先利用层次分析法和MTALAB7.0软件为指标体系各个指标分配权重；其次利用模糊综合评价法为各定性指标和定量指标定义了等级划分标准；最后依据项目模糊综合评估的算法算出项目评估的最终得分,依据高星级酒店投资项目的等级划分标准界定投资项目是否值得投资与施行。在以上研究分析的基础上,归纳总结出了高星级酒店投资项目评估的一般模型,并例举案例,结合评估模型进行项目评估。
[Abstract]:In recent years, the domestic and foreign tourism industry has flourished and the domestic tourist reception market has been greatly expanded. As an important part of the tourist reception, the hotel industry has attracted more attention from the investors. High star hotels, because of their high-end positioning and high profit margins, have gained more attention. However, the investment of high star hotels has its unique characteristics. The investment theory of the general industry is not fully applicable to the investment of high star hotels. Because of the lack of scientific decision-making method and the guidance of professional theory before the project investment, most investors meet a series of bottleneck problems in the development process of high star hotel investment projects, such as the standard of inconsistent specifications, poor management and management. How to systematically and scientifically assess the investment projects of high star hotels caused the attention of the investment industry systematically and scientifically. The project evaluation is the re study of the feasibility study, that is, on the basis of the feasibility study, a further study on the feasibility and rationality of the proposed project in policy and economy is carried out. The evaluation of investment projects in the traditional high star hotel is mainly based on the financial evaluation method, that is, to judge whether the project is worth investing through the rate of return on investment and the internal rate of return. However, the social and economic system involves many factors, and the single evaluation system can only reflect the project. The characteristics of one aspect can not systematically reflect the real and comprehensive situation of the project.
Through the reading of relevant literature, it is found that there are few studies on high star hotel investment at home. The author found only 2 relevant documents on the Chinese know net, with "high star hotel investment" as the key word, and studied the market situation of high star hotels before investment and the investment management model of high star hotels. However, the investment of high star hotels is not applicable to the investment of high star hotels because of the particularity and professionalism of the high star hotels in practice. The investment of high star hotels is not suitable for high star hotels. The investment of high star hotels is urgently required by rational scientific evaluation methods. Construction is the foundation of the project evaluation. Therefore, this paper takes the construction and application of the investment evaluation index system of high star hotel as the breakthrough point, based on the literature review, and through the analysis of the theoretical and realistic foundation of the high star hotel investment, selects the index, and constructs the preliminary index system of the investment project evaluation of the high star hotel. The results of the questionnaire survey showed that the factors affecting the investment of high star hotels mainly include the capital strength of the enterprise, the location of the hotel, the quality of the management team, the experience and ability, the positioning and characteristics of the competitor management, the development policy of the tourism industry, and the wine. The development policy of the store industry, the level of local tourism resources, the local tourism economic income, the hotel product service, the number and scale of competitors, the local economic growth rate. Based on these ten indicators, this paper constructs a evaluation index system which includes three levels, five standards and twenty-one indicators. Then, the index system is studied based on the index system. The application method of the system is first to use the analytic hierarchy process (AHP) and MTALAB7.0 software to assign weight to each index of the index system. Secondly, the fuzzy comprehensive evaluation method is used to define the grade division standard for each qualitative index and quantitative index. Finally, the final score of the project evaluation is calculated according to the algorithm of fuzzy comprehensive evaluation of the project, and the high star wine is based on the high star wine. The grade division standard of the shop investment project defines whether the investment project is worth investing and implementing. On the basis of the above research analysis, the general model of the investment project evaluation of the high star hotel is summed up, and examples are given, and the evaluation model is combined with the evaluation model.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F282

【相似文献】