本研究旨在探討旅宿業者如何透過價值共創機制，將顧客互動、地方資源與數位平台轉化為可持續運作的商業模式。相較於既有研究多聚焦於旅宿業服務品質、顧客滿意度、品牌形象或重遊意願，本研究進一步整合服務主導邏輯、DART 價值共創模型與 Business Model Canvas，分析價值共創如何由互動機制形成共創價值，並進一步被組織化為商業模式構面。本研究採質性多個案研究法，以臺南宿務所與 Local 樂客背包旅棧為研究個案。兩者同處臺南地方旅宿場域，皆重視地方文化、顧客互動與數位平台運用，但其價值共創方式具有明顯差異。臺南宿務所主要扮演民宿整合與品牌推廣平台角色，透過會員民宿、地方商家、社群媒體與文創商品等資源串聯，形成以平台、網絡與資源整合為核心的價值共創模式。Local 樂客背包旅棧則以老宅空間、主客交流、公共空間互動、地方體驗與旅客口碑為核心，形成以人、空間與住宿體驗為基礎的價值共創模式。
研究發現，DART 模型與 Business Model Canvas 並非一對一對應關係，而是具有前後連結與互補功能。DART 模型說明價值共創如何透過對話、取得、風險評估與透明等互動機制發生；Business Model Canvas 則說明這些互動所形成的共創價值，如何進一步反映於價值主張、顧客關係、通路、關鍵資源、關鍵活動與關鍵夥伴等商業模式構面。臺南宿務所的價值共創較偏向「平台互動型」，其主要價值在於品牌曝光、共同形象建立、地方資源串聯與合作網絡形成；Local 樂客背包旅棧則較偏向「體驗互動型」，其價值創造來自旅客住宿過程中的情感交流、場域體驗、回訪與口碑推薦。本研究之理論貢獻在於補充 DART 價值共創模型與 Business Model Canvas 之間的整合邏輯，說明價值共創不僅是企業與顧客之間的互動，更可延伸為旅宿業者、旅客、地方商家、社群平台與地方文化共同參與的地方價值網絡。實務上，本研究建議旅宿業者應建立完整的線上與線下顧客旅程，善用數位平台作為互動與回饋工具，並將地方文化與合作夥伴視為商業模式的重要資源，以發展具差異化與永續性的旅宿價值共創模式。

This study explores how hospitality businesses transform customer interactions, local resources, and digital platforms into sustainable business models through value co-creation. While previous hospitality studies have primarily focused on service quality, customer satisfaction, brand image, and revisit intention, relatively limited attention has been paid to how value co-creation mechanisms are embedded in and organized through business models. To address this gap, this study integrates Service-Dominant Logic, the DART model of value co-creation, and the Business Model Canvas (BMC) to examine how interactive mechanisms generate co-created value and how such value is subsequently incorporated into business model components.
A qualitative comparative case study was conducted using Tainan Dormitory and Local Backpacker Hostel as two contrasting cases located within the cultural and tourism context of Tainan, Taiwan. Although both cases emphasize local culture, customer interaction, and the use of digital platforms, they exhibit distinct approaches to value co-creation. Tainan Dormitory functions primarily as a platform for integrating and promoting local accommodations, connecting member homestays, local businesses, social media, and cultural products. Its value co-creation model is therefore characterized as a platform-interactive model, in which value is mainly created through brand exposure, collective image building, local resource integration, and collaborative networks. In contrast, Local Backpacker Hostel emphasizes interpersonal interaction, shared spaces, local experiences, and guest-generated word of mouth. Its value co-creation model is characterized as an experience-interactive model, in which value emerges directly from interactions among hosts, guests, physical spaces, and local culture.
The findings demonstrate that the DART model and the Business Model Canvas do not correspond on a one-to-one basis. Instead, they perform complementary and sequential analytical functions. The DART model explains how value co-creation occurs through Dialogue, Access, Risk Assessment, and Transparency, whereas the BMC explains how co-created value is organized, delivered, and sustained through value propositions, customer relationships, channels, key resources, key activities, key partnerships, and other business model components. The study therefore proposes an integrated logic of interaction mechanisms–co-created value–business model configuration.
Theoretically, this study extends value co-creation research by connecting micro-level interaction mechanisms with meso-level business model configurations and by expanding the unit of analysis from the conventional firm–customer relationship to a broader local value network involving hospitality operators, guests, local businesses, digital platforms, and local cultural resources. Managerially, the findings suggest that hospitality businesses should integrate online and offline customer journeys, employ digital platforms as tools for interaction and feedback rather than merely as promotional or booking channels, and treat local culture and collaborative partners as strategic resources for developing differentiated and sustainable hospitality business models.

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