首頁 / 雜誌 / 產業與管理論壇 / 201709 (19:3期) / 文創旅店的服務創新「創意×設計×科技」:以桃城茶樣子為例
中文篇名

文創旅店的服務創新「創意×設計×科技」:以桃城茶樣子為例 免費試閱

英文篇名

Service Innovation in the Cultural Creative Hotel: A Case Study of Hotel Day+ Teascape in Chiayi

作者

陳俊良

中文摘要

本個案旨在探討新型態經營的文創旅店在面對觀光飯店產業高度競爭時,透過差異化策略與資通訊科技服務創新,提升自身持續性競爭優勢的課題。應用「服務主導邏輯」的「服務導向」與「共創價值」觀點,探討文創旅店導入新的資通訊科技服務過程中,管理者如何整合公司原有的網路訂房資訊系統,提供虛擬實境的互動設計住房體驗,並連結具在地情感的文創商品供應商等作法,實現差異化的旅宿服務。本個案延伸出三項理論意涵:(1)行動者之間先認同價值主張,再運用資源為對方服務;(2)整合操作性資源發揮綜效,強化競爭優勢;(3)情境要素創造消費者虛實整合的服務體驗價值。本研究獲得下列管理意涵:(1)發展服務創新時,資通訊科技應用常扮演重要的角色,除了使用服務體系概念圖做為溝通工具外,更需具備價值共創的策略概念,讓夥伴彼此間經由資源運用成為一個價值共創體系;(2)在競爭激烈的產業環境下,透過融入資通訊科技於整體服務系統可強化在地型文創旅店的競爭力,降低商業模式或服務系統被模仿的風險,也讓消費者感知到文創旅店的差異化服務,並增加滿意度與忠誠度;(3)資通訊科技創價是合作夥伴與顧客的價值共創,而行動者的共同價值主張與策略適配性更能促進服務綜效的達成。

英文摘要

The purpose of this study was to explore how Taiwanese cultural creative hotels develop competitive advantages via driving strategic differentiation and providing information and communication technology (ICT) innovative services. In the context of survival, hotel operators are facing the question of how to expand on existing market share and deliver satisfying customer service in an intensely competitive industry. This study utilized the service dominant logic (SDL) framework to examine how managers use novel service systems to successfully assist companies in the process of launching new information and communication technology. Hotel Day+ Teascape company has emphasized that the integration of ICT with service innovation must be considered from the viewpoint of service orientation and value co-creation. As service innovation can be easily imitated by other operators, hotels must develop a whole service system that not only meets customer requirements but also links company information with upstream suppliers and local craftsmen through new ICT service innovation deployment. This study involved three theoretical implications: 1. actors first agree on the value proposition before using resources to serve the other party; 2. integrating operant resources can create synergistic effects that strengthen competitive advantages; 3. contextual factors create the experiential value of virtual and physical integration services for consumers. The case study also revealed the following managerial implications: 1. The service system conceptual framework has enhanced the ICT service innovation and facilitated the share of information among the value network, and developed co-creation system which linking the service values of the whole service system. Meanwhile, information and communication technology plays an important role in this process. 2. Under heavy competition, integrating information and communications technologies into the overall service system can improve the competitiveness of local cultural and creative hotels, reduce the risk of the business model or service system being imitated, help guests experience diversified services, and increase satisfaction. 3. Managers could be more aware that ICT-enabled value is co-created and shared among partners and accomplish strategic fit between the initiative and the firm’s value proposition as well as synergy among partners.

關鍵詞

文創旅店共創價值服務主導邏輯服務創新資通訊科技cultural creative hotelvalue co-creationservice dominant logics (SDL)service innovationinformation and communication technology (ICT)

刊名

產業與管理論壇

期數

201709 (19:3期)

起訖頁

098-135

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342017091903004  複製DOI   DOI查詢

QRCode

上一篇

從汽車廣告文案探討其產業內之競爭策略