旅館產業創新數位跨域職能人才培育之研究

A Study of the Talent Cultivation in the Interdisciplinary Competencies of Digital Innovation in the Hotel Industry

10.6572/JHT.202206_19(1).0003

胡宜蓁(Meng-Lei Hu)

旅館創新 ； 數位 ； 跨域 ； 職能 ； 模糊德菲法 ； Hotel innovation ； Digitalization ； Interdisciplinary ； Competencies ； Fuzzy Delphi

餐旅暨觀光

19卷1期（2022 / 06 / 01）

57 - 76

繁體中文;英文

近年來為配合世界數位趨勢及國家政策，旅館產業可藉由創新與科技化新興來提升其服務品質，未來旅館產業展現跨域及結合數位之創新職能更益顯重要。本研究以質量交錯及兼具方式進行，旨在建構及培育我國旅館產業創新數位跨域職能人才，主要內容包括內涵探索及建構評估準則。本研究以文獻分析及質性研究萃取出我國「旅館創新數位跨域職能」內涵，結果為四大構面28準則題項；再以模糊德懷術（Fuzzy Delphi）完成我國旅館創新數位跨域職能準則。綜合上述方法共定出我國旅館創新數位跨域職能內涵及構面準則，包括「物聯網導入與管理」、「大數據分析與資料探勘」、「旅館數位行銷」、「數位工具之科技應用」等四大構面共21準則。研究結果可提供我國未來旅館數位人才評估之用，具有學術及實務意義之研究貢獻。

In response to the world's digitalization trend and national policies in recent years, the hotel industry is seeking to enhance its service quality through innovativeness and emerging technologies. In the future, it is becoming increasingly important for the hotel industry to demonstrate competencies in innovation across disciplines and digitalization domains. This study adopts both qualitative and quantitative methods to construct and cultivate talents with interdisciplinary competencies in the digital innovation of Taiwan's hotel industry, including connotation exploration and establishment of evaluation criteria. By means of literature review and qualitative research, this study extracts the contents of "hotel digital innovation interdisciplinary competencies." The research results reveal four dimensions and 28 criteria. Fuzzy Delphi is then applied to complete the evaluation criteria of digital innovation interdisciplinary competencies in Taiwan's hotel industry. According to the above, four dimensions and 21 criteria are extracted, including "IoT introduction and management," "Big data analysis and data mining," "Hotel digital marketing," and "Scientific applications of digital tools." The research results can be used as a reference for Taiwan's hotel industry in recruiting talents in the future, with considerable research contribution in terms of academic and practical implications.

1. 欣傳媒(2021) 晶華將朝跨界模式轉型！晶華董事長潘思亮： 疫情讓轉型加速，發展國際化佈局。https://www.xinmedia.com/article/200565。
2. Alaei, A. R.,Becken, S.,Stantic, B.(2019).Sentiment analysis in tourism: Capitalizing on big data.Journal of Travel Research,58(2),175-191.
3. Busulwa, R.,Pickering, M.,Mao, I.(2022).Digital transformation and hospitality management competencies: Toward an integrative framework.International Journal of Hospitality Management,102,103-132.
4. Dalkey, N. C.,Brown, B.,Cochran, S.(1969).The delphi method III: Use of self ratings to improve group estimates.Santa Monica, CA:Rand.
5. Dopson, L. R.(2005).Underlying dimensions of hotel e-commerce competencies and the predicted immediacy for their inclusion in hospitality curricula from the hospitality educator's perspective.Journal of Hospitality & Tourism Education,17(1),22-32.
6. Franchak, S. J.,Desy, J.,Norton, E. L.(1984).,Columbus:The Ohio State University The National Center for Research in Vocational Education.
7. Hwang, C. L.,Lin, M. J.(1987).Group decision marking under multiple criteria: Methods and applications.New York:Springer-Verlag.
8. Ishikawa, A.,Amagasa, M.,Shiga, T.,Tomizawa, G.,Tatsuta, R.,Mieno, H(1993).The max-min delphi method and fuzzy delphi method via fuzzy integration.Fuzzy Sets and Systems,55,241-253.
9. Lee, M.,Kwon, W.,Back, K. J.(2021).Artificial intelligence for hospitality big data analytics: developing a prediction model of restaurant review helpfulness for customer decision-making.International Journal of Contemporary Hospitality Management,33(6),2117-2136.
10. Mercan, S.,Cain, L.,Akkaya, K.,Cebe, M.,Uluagac, S.,Alonso, M.,Cobanoglu, C.(2021).Improving the service industry with hyper-connectivity: IoT in hospitality.International Journal of Contemporary Hospitality Management,33(1),243-262.
11. Murry, J. W.,Hammons, J. O.(1995).Delphi: A versatile methodology for conducting qualitative research.The Review of Higher Education,18(4),423-436.
12. Nunkoo, R.,Gursoy, D.,Ramkissoon, H.(2013).Developments in hospitality marketing and management: Social network analysis and research themes.Journal of Hospitality Marketing & Management,22(3),269-288.
13. Orfila-Shintes, F.,Mattsson, J.(2009).Innovation behavior in the hotel industry.Omega,37(2),380-394.
14. Orfila-Sintesa, F.,Crespí-Claderaa, R,Martínez-Ros, E.(2005).Innovation activity in the hotel industry: Evidence from Balearic Islands.Tourism Management,26(6),851-865.
15. Ottenbacher, M. C.(2007).Innovation management in the hospitality industry: different strategies for achieving success.Journal of Hospitality & Tourism Research,31(4),431-454.
16. Oviedo-García, M.(2016).Tourism research quality: Reviewing and assessing interdisciplinarity.Tourism Management,52,586-592.
17. Pelet, J. É.,Lick, E.,Taieb, B.(2021).The internet of things in upscale hotels: its impact on guests ' sensory experiences and behavior.International Journal of Contemporary Hospitality Management,33(11),4035-4056.
18. Rothwell, W.,Lindholm, J.(1999).Competency identification, modeling and assessment in the USA.International Journal of Training and Development,3(2),90-105.
19. 余至浩(2021，3 月 18 日)。靠平板推動住宿服務數位化策略，麗緻歷年最大一次IT大改造。https://www.ithome.com.tw/people/143172。
20. 林曉薇(2011)。網路新興科技對高等教育環境之教學研究發展：以社群媒體教學應用為主。研習資訊，28(6)，37-46。
21. 徐村和(1998)。模糊德菲層級分析法。模糊系統學刊，4(1)，59-72。
22. 教育部(2022) •年度施政計畫 • https://ws.moe.edu.tw。
23. 陳睿中(2015)。台灣旅館業面臨衝擊！陳煜川：品牌與市場區隔是大趨勢。http://life.ettoday.net/article/484609.htm。
24. 鄭滄濱(2001)。國立台灣科技大學。