以SWOT矩陣分析後疫情時代無人智能旅館行銷策略之研究

Exploring the experiential marketing strategy of the Unmanned Smart Hotel in the Post-Pandemic Era from the SWOT Matrix

2019 年底爆發全球新型冠狀病毒，全球各國時事邊境管制，對觀光旅遊產業受到嚴重的衝擊，而伴隨著資訊科技的創新，加上各國逐漸與病毒共存，使得無人智能旅館在疫情後逐漸受到消費者青睞，越來越多業者願意嘗試導入科技設備運用於現場，有效減少人力成本支出。本研究以臺灣無人智能旅館為研究對象，以臺灣當前無人智能旅館發展概況進行文獻整理，運用深度訪談法與個案公司進行討論，針對個案公司所遇之問題進行討論，並以SWOT 分析及交叉分析策略進一步討論策略經營之面向，進而提出無人智能旅館行銷策略之規劃及建議，提供旅宿業者在後疫情時代的行銷策略之參考。

At the end of 2019, a global outbreak of a novel coronavirus occurred, causing significant disruptions to the tourism industry due to worldwide current affairs border control measures. However, with the innovation of information technology and countries gradually adapting to coexist with the virus, unmanned smart hotels have gradually gained popularity among consumers in the post-pandemic era. More and more industry players are willing to explore the implementation of technological devices on-site to effectively reduce labor costs. This study focuses on unmanned smart hotels in Taiwan as the research subject. It begins with a literature review on the current development status of unmanned smart hotels in Taiwan, followed by in-depth interviews and discussions with selected case companies to address the issues encountered by these companies. Furthermore, SWOT analysis and cross-analysis strategies are employed to further discuss the aspects of strategic management. Based on these discussions, marketing strategy planning and recommendations are proposed for unmanned smart hotels, providing references for accommodation operators in the post-pandemic era regarding marketing strategies.