隨著旅遊愈來愈個人化、旅客在自我意識的提升與旅遊動機的重視下，期待能夠 透過深度旅遊獲得不一樣的體驗與感官享受。旅行方式逐漸取代過去的觀光活動而是 能有更貼近在地的文化體驗。 如今，有越來越多特色旅店，讓飯店成為旅行的目的， 住宿不再只精確地符合定義:「一個為旅客提供的住宿地點」，更將風格經濟概念延伸，強調在地文化、靈魂，人與人之間的互動，貼近旅行本質的住宿體驗，希望帶給 消費者難忘的旅遊回憶。
本研究以質性研究方法，研究者將以台南友愛街旅館為個案分析，以旅館中的管 家角色- 跳脫傳統而是具創意與美感服務特質的小管家之觀點切入，透過旅館實習經 驗及活動參與，以參與式觀察及深度訪談之方式，探討作為一個新型態的風格旅店的 商業模式及其品牌理念。本研究內容主要探討-「小管家帶路」導覽活動來檢視小管 家與消費者之共創在地體驗過程，經由個案研究分析發現小管家與不同旅客間的共創 體驗可分為(1) 媒介型 (2)夥伴型 (3)領導型 (4)網絡型四種共創體驗模式，並透過記 憶主導邏輯檢視如何透過小管家的角色，增進旅行的獨特體驗，將共創體驗提升為美好的記憶。

In the experience economy era, travelers put special importance on self-awareness and personal experience, and expect to experience different things as well and sensory enjoyment through experiential tourism. Mere sightseeing and leisure activities can no longer satisfy. As such, there are more and more hotels focusing on expanding the concept of style economy to emphasize cultural authenticity and provide new-style accommodation experiences in order to impart meaningful, impactful memories to travelers.
The researcher uses the U.I.J Hotel & Hostel as a case study to explore its butler service who equipped with a creative and aesthetic taste. This study utilizes participatory observation, in-depth interviews and an internship to understand the hotel model and company. It aims to explore the experience co-creation between the butlers and travelers in the U.I.J local tour. After analysis of the selected case study, it is found that there are 4 co- creation models: (1)Media based co-creation model (2) Partnership co-creation model (3) Leadership co-creation model (4) Network based co-creation model. The researcher then examines how the butler enhances the memorability of the co-creation experience through memory- dominant logic.

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Website Information
Official website of U.I.J hostel& hotel:http://www.uij.com.tw
Facebook of U.I.J hostel& hotel:https://zh-tw.facebook.com/UIJ.h.h/
Instagram of U.I.J hostel& hotel:https://www.instagram.com/uij.h.h/?hl=zh-tw
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