Measuring and influencing factors of social service efficiency in universities based on DEA-BCC-Malmquist-Tobit model

Based on the sample of 36 tourism universities from 2014 to 2017, this paper analyzes the current situation and changing trend of social service efficiency of tourism universities by using DEA-BCC model and DEA-Malmquist index model. The Tobit model is used to analyze the relationship between regional economy, university-enterprise cooperation, talent quality and R&D institutions and the social service efficiency of tourism universities. The research findings are as follows :(1) the social service efficiency of tourism universities has been hovering around 0.8 for a long time from 2014 to 2017, and nearly half of tourism universities have not achieved DEA effectiveness every year from 2014 to 2017, which still has a lot of room for improvement; (2) From 2014 to 2017, the average value of total factor productivity index of social services of tourism universities was 1.19, indicating that the average annual growth rate of total factor productivity reached about 19%, and the increase of technological progress efficiency was the main reason; (3) Talent quality and school-enterprise cooperation have positive effects on social service efficiency of tourism universities; (4) Regional economy and R&D institutions have a negative effect on the social service efficiency of tourism universities.