民宿經營者使用數位工具影響因素之研究

Study of The Factors Influencing The Use of Digital Tools of Bed and Breakfast Accommodation Operators

高瑋駿(Wei-Chun Kao)

指導教授 ： 曾喜鵬

國立暨南國際大學/管理學院/觀光休閒與餐旅管理學系/碩士(2021年)

https://doi.org/10.6837/ncnu202100341

摘要

台灣民宿產業競爭激烈，尤其歷經COVID-19疫情衝擊，讓民宿經營者逐漸了解轉型的重要性，其中數位轉型是政府與產業部門積極努力的目標。本研究目的即在探討民宿產業使用數位工具之情形，並歸納影響民宿使用數位工具之相關影響因素。本研究以民宿顧客旅程為基礎歸納26項數位工具，並透過文獻及專家工作坊，歸納出認知有用性、認知易用性、民宿特徵、民宿經營者特性四項影響因素；本研究以民宿經營者為受訪對象取得183份有效樣本，透過多元回歸模型進行相關變數之影響效果分析。結果顯示，每家民宿平均使用15.4個數位工具，使用比例最高的是「民宿Facebook粉絲專頁」，使用率達99.5%，有使用者的平均使用時間為4.7年；此外，多元回歸模式分析也顯示，民宿經營者對於數位工具之認知有用性及認知易用性、民宿特徵、民宿經營者特性，皆對民宿經營者數位工具之使用具有顯著影響效果，本研究最後也協助民宿數位轉型之相關建議。

關鍵字

民宿 ； 數位轉型 ； 認知有用性 ； 認知易用性

並列摘要

Taiwan's B&B industry is highly competitive, especially after the impact of covid-19 epidemic, so that B&B operators gradually understand the importance of transformation. Digital transformation is the goal of the government and industrial departments. The purpose of this study is to explore the use of digital tools in B&B industry and summarize the relevant factors affecting the use of digital tools in B&B industry. Based on the journey of B&B customers, this study summarizes 26 digital tools, and summarizes four influencing factors: cognitive usefulness, cognitive ease of use, B&B characteristics and B&B operator characteristics through literature and expert workshops. In this study, 183 valid samples were obtained from homestay operators as the respondents, and the impact of relevant variables was analyzed through a multiple regression model. The results show that each home stay uses an average of 15.4 digital tools. The "home stay facebook fan page" has the highest proportion, with a utilization rate of 99.5%, and the average use time of some users is 4.7 years. In addition, multiple regression model analysis also shows that the cognitive usefulness and ease of use of digital tools, the characteristics of B&B operators and the characteristics of B&B operators have a significant impact on the use of B&B operators' digital tools. Finally, this study also assists the relevant suggestions of B&B digital transformation.

並列關鍵字

B&B ； Digital Transformation ； Cognitive Usefulness ； Cognitive Ease of Use

參考文獻

胡學彥、龔金山、王振英(2007)。地方產業型民宿供需特性之研究。土地問題研究季刊，6(4)，68-84。

鄭詩華(1992)。農村民宿之經營及管理。戶外遊憩研究，5(3/4)，13-24。

Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 25(3), 351-370.

Chang, S.C., & Tung , F. C. (2008). An empirical investigation of students’ behavioural intentions to use the online learning course websites. British Journal of Educational Technology, 39(1), 71-83.

Chen, H. J. (2010). Linking employees' e-learning system use to their overall job outcomes: An empirical study based on the IS success model. Computers &Education, 55(4), 1628-1639.