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研究生: 黃瑋瑄
Huang, Wei-Syuan
論文名稱: 旅宿業導入智慧服務之創新商業模式分析
The Case Study of Introduction Smart Service into Business Model Innovation in Hotel Industry
指導教授: 陳淑惠
Chen, Shu-Hui
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理學系碩士在職專班
Department of Business Administration (on the job class)
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 62
中文關鍵詞: 智慧服務人工智慧創新商業模式旅宿業大數據
外文關鍵詞: Smart Service, Artificial Intelligence, Innovation Business Model, Hotel Industry, Big Data
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  • 隨著科技的進步發展和消費者對個性化服務的需求不斷增加,旅宿業面臨著新的挑戰和機遇。如今,因少子化等問題使得旅宿業求才不易,逐漸形成人力斷層的現象,智慧服務的興起與導入,對於旅宿業可以有效緩解此現象。而本研究將針對此議題進行相關探討。
    本研究採用搜集相關文獻回顧,了解智慧服務發展意涵與導入旅宿業之成效。本研究透過深度訪談蒐集初級資料,並運用扎根理論進行理論抽樣,最後依照研究架構進行訪談逐字稿之內容歸納分析來得到研究結果。
    本研究發現符合智慧服務屬性的智慧服務內容導入程度與各層級旅宿業者並無顯著影響,雖受訪者認為智慧服務屬性應包含輔助性、安全隱私性、無接觸環境、功能性與便利性,但不會因其產業規模越大而導入更多智慧服務,會因場域限制或建置成本等有所考量。但是對於導入智慧服務內容對於旅宿業的商業模式創新是有顯著影響的,其包含了流程創新、組織與顧客結構創新,以及服務創新。而在各層級旅宿業導入的智慧服務程度對於商業模式創新是無顯著影響,各層級旅宿業者一致認為旅宿業是以「人」為本來提供服務,感情溫度的元素仍有一定重要程度,旅宿業並不會因導入智慧服務而改變其營運模式。
    旅宿業對於智慧服務導入有一定程度的幫助,但仍需要人員存在,而人與機器的搭配將會是他們新的服務模式。建議未來可以針對單一產業規模之業者進行更深入的探討,或是從消費者的角度來探討相關議題。

    Today, due to issues such as declining birth rates, the recruitment of talents has become difficult, leading to a gradual manpower shortage. The rise and implementation of smart services can effectively alleviate this phenomenon in the hospitality industry.
    This study adopts a literature review to collect relevant documents. Primary data is collected through in-depth interviews, utilizing grounded theory for theoretical sampling. The content of the interview transcripts is analyzed and summarized according to the research framework to obtain research findings.
    The study found that the degree of implementation of smart service content based on smart service attributes doesn’t have a positive correlation with the level of accommodation. The larger-scale accommodation providers don’t necessarily introduce more smart services due to considerations such as space limitations and implementation costs. However, the introduction of smart service content has a positive impact on the business model innovation of the accommodation industry. It includes process innovation, organizational and customer structure innovation, and service innovation. The degree of smart service implementation in various levels of accommodation doesn’t have a positive correlation with business model innovation. The implementation of smart services does not change their operating model.
    The combination of humans and machines will be their new service model. It is recommended to conduct further in-depth investigations on operators of individual industry scales or explore related issues from the perspective of consumers.

    摘要 i 致謝 vi 目錄 vii 表目錄 ix 圖目錄 x 第一章、緒論 1 第一節、研究背景與動機 1 第二節、研究目的 4 第三節、研究流程 5 第二章、文獻探討 7 第一節、傳統飯店與智慧飯店屬性 7 第二節、人工智慧定義與智慧服務特性 9 第三節、商業模式 13 第三章、研究方法 17 第一節、研究命題 17 第二節、研究設計 18 第三節、問卷設計 19 第四節、抽樣方法 20 第五節、資料分析方法 20 第四章、文本分析與研究發現 22 第一節、受訪者基本資料 22 第二節、開放編碼 27 第三節、主軸編碼 29 第四節、選擇編碼 35 第五節、研究發現 37 第五章、結論與建議 50 第一節、研究討論 50 第二節、管理意涵與建議 52 第三節、研究限制與未來發展 52 參考文獻 54 附錄一、訪談邀請信 58 附錄二、深度訪談大綱 59

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