會說故事的飯店:從經營者角度探討體驗設計結合地方創生對精品旅館營運策略之影響

Abstract

「會說故事的飯店:從經營者角度探討體驗設計結合地方創生對精品旅館營運策略之影響」這篇論文，旨在探討精品旅館如何透過體驗設計與地方創生相結合，創造獨特的旅客體驗並增強其競爭優勢。本研究以關係觀點理論（Relational View Theory）為基礎，分析精品旅館業如何結合內外部資源來創建競爭優勢，促進地方經濟和文化的發展，並制定有效的營運策略。本研究首先回顧了精品旅館產業的發展趨勢，指出精品旅館在全球旅遊市場中的快速成長，尤其是相較於傳統高檔旅館，其在服務創新和個性化體驗方面的優勢。其次，探討了精品旅館作為驅動在地發展的有機體，如何通過與地方社區的合作，促進文化交流和經濟發展。研究方法採用半結構式深度訪談，對象包括六位行業專家和精品旅館經營者，透過訪談蒐集和分析他們對體驗設計與地方創生結合的看法和實踐經驗。這些受訪者的豐富經驗和專業知識為研究提供了寶貴的洞見。訪談資料經過整理和分析，並透過精實畫布模型進行深入探討。研究結果中顯示，無論是訪談結果還是文獻，均強調了體驗設計和地方創生對於精品旅館的核心價值。兩者都認為，精品旅館應通過創新設計和深度文化融合，提升顧客體驗，促進地方發展。訪談結果更多強調了實際操作中的挑戰和具體措施，例如如何與當地社區建立有效的合作機制。而文獻更多地從理論角度討論其重要性和策略，提供宏觀的指導框架。具體而言，研究發現體驗設計結合地方創生對於品牌定位與差異化策略、顧客關係管理策略、服務創新策略、行銷溝通策略、收益管理策略與永續發展策略等方面具有顯著影響。例如，透過與當地社區的緊密合作，精品旅館能夠提供更多元化和深度化的服務，提升其市場競爭力和顧客滿意度。這種結合不僅創造了新的商業機會，還促進了當地經濟和文化的繁榮。本研究希望能為精品旅館業的經營者提供實用的策略和靈感，幫助旅館業者在市場中建立差異化優勢，同時並促進地方創生，為旅客提供更加豐富多元的住宿體驗。

This research aims to investigate how boutique hotels can integrate experience design with local revitalization to create unique guest experiences and enhance their competitive advantage. This study, grounded in the Relational View Theory, analyzes how the boutique hotel industry leverages internal and external resources to build competitive advantages, promote local economic and cultural development, and formulate effective operation strategies.The study begins with a review of the development trends in the boutique hotel industry, highlighting its rapid growth in the global tourism market, particularly in terms of service innovation and personalized experiences compared to traditional luxury hotels. Furthermore, it explores how boutique hotels act as catalysts for local development by collaborating with local communities to foster cultural exchange and economic growth.The research methodology involves semi-structured in-depth interviews with six industry experts and boutique hotel executives. These interviews aim to collect and analyze their insights and practical experiences regarding the integration of experience design and local revitalization. The rich experiences and professional knowledge of the interviewees provide valuable insights for the study. The interview data were organized and analyzed using the Lean Canvas model for an in-depth examination.The findings reveal that both the interview results and literature review underscore the core value of guest experiential journey and local revitalization in boutique hotels. Both perspectives agree that boutique hotels should enhance guest experiential journey and promote local development through innovative design and deep cultural integration. The interviews particularly emphasize the practical challenges and specific measures, such as establishing effective cooperation mechanisms with local communities. Conversely, the literature provides a theoretical discussion of the importance and strategies, offering a macro-level guiding framework.Specifically, the study found that integrating experience design with local revitalization significantly impacts brand positioning and differentiation strategies, customer relationship management strategies, service innovation strategies, marketing communication strategies, revenue management strategies, and sustainable development strategies. For example, by closely collaborating with local communities, boutique hotels can offer more diverse and in-depth services, enhancing their market competitiveness and customer satisfaction. This integration not only creates new business opportunities but also fosters the prosperity of the local economy and culture.This study aims to provide practical strategies and inspirations for boutique hotel executives, helping them establish a differentiated advantage in the market, promote local revitalization, and offer guests richer and more diverse accommodation experiences.