承億文旅：設計思考家的創新三箭與挑戰

Hotelday+: Three Types of Innovation Strategy and Challenges in Design Thinking

文創旅店在面度高度競爭的旅館經營業，如何擴張既有的市場佔有率與提升客戶間的情感連結，讓服務不再只是強調品質，進而滿足顧客的需求，是目前旅宿業者面臨的重要課題。承億文旅經營策略以「在地文化風物體驗」為本，蘊含著在地風物與細入人心的情感，創造一個嶄新定位的「旅人他方歸屬」體驗空間。在公司領導人倡導設計思維下，公司內部主管主動提出創意構想方案，希望透過同理心以資通訊互動設計住房系統，讓旅客可以選擇並入住自己所設計的房型，從而吸引年輕新客群的入住，創造美好的顧客體驗；同時也希望透過資通訊科技連結在地的工藝家與藝術家等，以設計創新帶動地方的共生與共榮。但是設計思考家戴俊郎董事長陷入融入科技應用的五感體驗設計創意構想方案是否要投資與執行的決策兩難，一方面他必須支持同仁以設計思維解決問題與強調情感連結的努力，但又必須面對理性分析經營績效的總經理建言。當設計思考的感性分析遇上事業經營的理性分析思考，他應該如何進行策略思考與決策？才能克服面對設計創意與營運效率的衝突與挑戰。

Hotel operators are facing the question of how to expand on existing market share and deliver satisfying customer service in an intensely competitive industry. As service innovation can be easily imitated by other operators, hotels must develop emotional experiences that not only meet customer requirements but are also novel and unique. The business strategy of the HotelDay+ chain is built on integrating local cultural features into guest experience. With its beautiful design and personal service, the facility has succeeded in tempting a growing number of people to indulge in light travel oriented around nature and culture. HotelDay+ President Dai has emphasized that the integration of ICT with design innovation must be considered from design thinking and emotional value. HotelDay+ will develop an interactive accommodation system that allows guests to book customized rooms for their stay, choosing elements such as the bedroom furniture, decorations, and refreshments. The ICT service deployment will also link company information systems with upstream suppliers and local craftsmen, thereby creating differentiated, innovative services. In this case, the design thinker President Dai was faced with a difficult choice when deciding to launch the creative ICT innovation project: whether to continue with profitable emotional services or to develop new ICT services despite their unfamiliarity.