數位看板於台灣觀光旅館之應用與導入策略

Abstract

為了使一家旅館從眾多飯店中脫穎而出並提升飯店提供之服務價值，服務創新是必經的過程，而服務創新常常和新科技之導入息息相關。數位看板的導入不只能為旅館業者節省成本，也能提供顧客一種全新的服務體驗，成為提升旅館在顧客心目中價值之關鍵推手。 本研究之主要目的為鎖定台灣觀光旅館產業，透過焦點團體法和層級分析法，輔以文獻探討，找出旅館業者於導入數位看板及節能監控等高科技產品時之關鍵考量因素，以及不同類型旅館對不同設備之需求程度排序，藉此幫助旅館業者提升競爭優勢和經營績效。 本研究發現旅館業於導入高科技設備時，關鍵考量因素分別為是否會破壞旅館裝潢、是否有違服務理念、數位內容設計、旅館類型及需求差異、顧客組成及文化習慣差異以及是否有政府補助等因素。 另外，經由層級分析法之分析，本研究發現大規模旅館導入高科技設備時較重視之應用領域為節能監控和公共區域，客房服務之應用則較不重視。相較於大規模旅館，小規模旅館對公共區域、節能監控和客房服務三領域之需求較為平均。另外，商務型旅館對於公共區域數位看板設備之應用最為重視。相較於商務型旅館，度假型旅館則較強調節能監控和客房服務方面之應用。

In order to enhance a hotel’s service value and make it stand out from numbers ofcompeting hotels, service innovation is an essential process, and service innovation is usually associated with new technology introduction. The introduction of digital signage can not only decrease the operating cost for hotel managers, it can also provide a brand new service experience for the hotel customers, and further increases the hotel value. The research targets are the Taiwanese tourist hotels. There are two objectives of this research. The first one is to find the key concerns of hotel managers when they introduce new technological equipments by using the focus groups method. The second one is to find out different needs of new technological equipments for different categories of hotels through analytic hierarchy process. Both of these are for the purpose of improving the competitiveness and operating results of the hotels. The research result indicates that the key concerns of hotel managers when introducing new technological equipments are hotel decoration, service concept, design of digital content, differences in hotel categories and needs, customer formation, and government subsidization. Through analytic hierarchy process, the research results also point out that when introducing new technological equipments, larger hotels care more about public area, energy saving, and surveillance, and care less about the room service area. Comparing to larger hotels, the needs of smaller hotels are more balanced among the three areas. On the other hand, business hotels care more about public area, and comparing to business hotels, holiday hotels care more about the applications of room service area,energy saving, and surveillance.