| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士在職專班 === 102 === With high demand for travelling and entertainment from home and abroad, tourism has become one of the most prosperous industries of service in Taiwan. As the competition is fierce, it is essential for hotels to provide services that stand out among their competitors. In the times of knowledge economy and global competition, the traditional goods-dominant logic can hardly cope with modern business situation. The idea of service-dominant logic has been taking the place of old good-dominant logic. Thinking about service co-creation is part of the mainstreams.
This study conducts exploratory interviews with 5 hotel managers and 5 customers, collecting their opinions on value co-creation. The results are analyzed under the categories of when, where, who, and in what situation. The most suitable method and ideal situation for co-creation is concluded. For example, people who are proactive and empathetic are suitable to co-create. Furthermore, advantages and disadvantages of value co-creation are concluded. Last, by comparing hotel managers’ thoughts with customers’, several suggestions are made.
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