COVID-19影響旅客無人智慧旅館使用意圖之實證研究：轉換意圖模型發展

A Study on the Impact of COVID-19 on Travelers' Intention to Use Smart Hotels: Development of a Switching Intention Model

本研究探討新冠疫情對無人智慧旅館使用意圖之影響，透過PPM架構建立研究模型，解釋疫情如何影響旅客由傳統旅館轉向使用無人智慧旅館，於2022年7月至2022年8月期間發放問卷，總計回收311份有效問卷。研究結果顯示新冠疫情引發的旅行風險正向影響旅行焦慮和無人智慧旅館轉換意圖，但旅行焦慮並未顯著影響轉換意圖；而知覺易用性和知覺有用性為拉力因素，其中知覺有用性正向影響無人智慧旅館轉換意圖，但知覺易用性未顯著影響；旅行兼容性為繫泊因素，研究顯示旅行兼容性正向影響無人智慧旅館轉換意圖。本研究學術貢獻為建立新冠疫情下旅客轉換無人智慧旅館意圖的概念模型，於觀光餐旅領域應用PPM架構解釋旅館轉換意圖的研究。在實務建議方面，本研究呈現新冠疫情陰影下，使用自助化服務科技與非接觸服務科技已是消費者共識；其次，推廣無人智慧旅館時，應著重宣傳旅館內智慧服務與旅客的生活方式、需求和旅行偏好的配合，最後本研究也建議無人智慧旅館應用為旅宿業者因應老化社會的對策，建議台灣科技與旅宿業者合作，在資通訊技術中整合觀光產業流程，提升效率與服務水準，共同開創新的品牌與商機。

This study examines the impact of COVID- 19 on travelers' intention to switch from traditional to unmanned smart hotels using the PPM framework. Based on 311 valid responses collected in mid-2022, the research findings reveal that perceived travel risks from COVID-19 increase travel anxiety and the intention to switch to smart hotels. However, travel anxiety does not significantly affect the switch intention. Perceived usefulness positively affects the switch intention to smart hotels, while perceived ease of use does not exhibit a significant impact. Compatibility also positively impacts the switch intention to unmanned smart hotels. The study contributes by proposing a conceptual model explaining travelers' hotel switching behavior during COVID-19 and applying the PPM framework to the hospitality sector. Practically, it highlights the importance of self-service and contactless technology in addressing pandemic challenges and recommends promoting smart hotels' alignment with travelers' lifestyles and needs. Furthermore, it suggests collaboration between Taiwan's tech and hotel industries to enhance service efficiency and create new opportunities in tourism.