隨著資通訊技術的進步，使用者對於資通訊使用與消費性電子產品的依賴程度也逐年增加，伴隨而來的是使用者行為模式的改變，傳統旅宿業也面臨到，必須脫離傳統生態系統經營模式的挑戰，例如過去大都是透過旅行社安排旅程與訂票服務，但是現在受到互聯網的影響，資訊的取得更加方便，也成就了電子商務的蓬勃發展，除此之外，近年來廉價航空的興趣，也讓更多遊客勇於自已安排旅遊行程，因此自由行也變成近年來很熱門的旅行型態之一，所以近年來旅宿產業也興起了一股創新的風潮，許多的線上旅行社成立，讓傳統旅宿業者的行銷選擇更多元，但是伴隨而來的問題是旅宿業者的房間庫存管理更加複雜，除此之外，線上旅行社透過通路優勢所抽取的佣金也直接侵蝕了旅宿業者的利潤；除此之外，各自獨立的管理系統，例如：飯店管理系統、房控管理系統以及中央監控系統，增加了旅宿業者的營運管理成本，然而近年來旅宿就業人口的不足，也增加了旅宿業者的經營難度，因此本論文將提出一個線上至線下的模式，並且依據此模式建立一套整合服務與系統平台，此平台可以提供旅宿業者有效的行銷和營運整合工具，並且提供旅客自助服務，藉此提供旅客良好的住宿與旅行體驗，進而建立旅店品牌與客戶忠誠度。

With the rapid development of Information and Communication Technology (ICT), users’ habits of adopting ICT and consumer appliances also increase. In other words, users’ behavior is changing with their habits. Traditional hospitality industry faces a challenge issue that it needs to destroy existing eco-systems and operational models to maintain steady revenues. Autonomy also is a critical issue to satisfy users’ expectation. Therefore, self-service technology (SST) also is a challenging issue for hospitality industry in recent years. In the last decade, OTAs and meta-search engines for booking information have been popular. Hoteliers usually cooperate a lot of OTAs to acquire higher booking and occupancy rates. Such a case will induce that hotel staffs need to immediately and accurately handle the stock of available rooms over various OTAs, traditional travel agencies and booking centers. This dissertation proposes an online to offline (O2O) model and a platform to simplify marketing and operational environment for hospitality industry. The proposed platform can provide direct booking service through the integration for OTAs bookings, the integration for standalone management systems, and SST achievement. Consequently, hoteliers can promote management efficiency, reduce operational risk and cost, and provision the best users’ perception based on our proposed model and platform.

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