臺灣博碩士論文加值系統

本研究旨在探討旅館業管理者所需的資料應用專業知能。隨著數據科技的快速發
展，數據科技對各產業的影響日益顯著也展現市場預測其強大影響力。隨著消費者行
為的變化及數位科技的進步，透過數據分析進行市場行銷決策已成為旅館業的重要趨
勢，旅館業管理者的能力對提升企業競爭力至關重要。
然而，目前資料分析在旅館業的應用尚未成熟，旅館業管理者的能力將會影響在
營銷決策中的應用。因此，本研究深入探討旅館業管理者所需的資料應用專業知識與
技能，為業界提供具體的培訓方向和資源整合建議，以提升旅館業管理者的專業能力
和市場競爭力，研究方法包括文獻回顧和深度訪談，通過分析文獻和專家訪談，探討
旅館業管理者專業知能及資料應用能力的應用，並提出具體的研究結論和建議。本研
究期望能為旅館業管理者提供實質性建議，培育旅館業主管在旅館產業和資料應用的
結合下提升專業發展和企業效益。

This study aims to explore the data applications required by hotel industry managers. With the rapid development of data technology, its impact on various industries is becoming increasingly significant, demonstrating its powerful influence on market forecasting. As consumer behavior changes and digital technology advances, using big data analysis for market marketing decisions has become an important trend in the hotel industry, making the capabilities of hotel industry managers crucial for enhancing corporate competitiveness.
However, the application of big data analysis in the hotel industry is still immature, and the capabilities of hotel industry managers will affect its use in marketing decisions. Therefore, this study delves into the specific data analysis knowledge and skills needed by hotel industry managers, providing concrete training
directions and resource integration suggestions to enhance the professional capabilities and market competitiveness of hotel industry managers. The research methods include literature review and in-depth interviews, analyzing existing
literature and expert interviews to explore the application of big data analysis capabilities and the expertise required for hotel industry managers. The study also proposes specific conclusions and recommendations. This study aims to provide practical recommendations for hotel industry managers, enhancing the training of hotel supervisors by integrating the hotel industry and the data applications, thereby promoting professional development and improving business performance.

目錄i
第一章 緒論1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 旅館業組織結構 6
第二節 旅館業管理者專業知能 13
第三節 資料分析能力相關研究 17
第四節 資料分析應用於旅館業相關研究 21
第三章 研究方法 24
第一節 研究設計 24
一、研究參與者之界定 26
第三節 資料蒐集與分析 28
第四章 研究結果 32
第一節 資料應用專業知能之知識 32
第二節 資料應用專業知能之技能 37
第三節 職場競爭力 41
第四節 困難與挑戰 45
第五章 結論與建議 46
第一節 研究結論 46
第二節 研究限制與建議 49
第三節 研究貢獻 50
參考文獻 51
附錄一、職能級別表與基準範例 55
表目錄iii
表2-1-1 109-111旅宿業人才供需推估表 9
表2-1-2 旅館後台ERP系統 10
表2-1-3休閒渡假旅館績效指標 11
表2-2 職能數據分析需求與層級對應彙整表 16
表2-3-1資料分析能力相關專業知能與內涵彙整表 17
表2-3-2餐旅領域資料應用能力構面與內涵 19
表2-4 資料科學應用相關文獻彙整表 23
表3-1 受訪者資料 26
表4-1-1 資料應用知識主題精緻化 36
表4-1-2 資料應用知識主題的目的、意義與範圍 36
表4-2-1 資料應用技能主題精緻化 40
表4-2-2 資料應用技能主題的目的、意義與範圍 40
表4-3-1 職場競爭力主題精緻化 44
表4-3-2 職場競爭力主題的目的、意義與範圍 44
圖目錄iv
圖1-4 研究流程圖 5

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