旅館藉由文化的元素打造讓消費者印象深刻的服務環境將有助於旅館的品牌提升，因此，文創旅館成為近年來旅館產業備受矚目的焦點之一。本文以大學生為研究對象，經由問卷收集資料建構服務花朵來探討哪些文創元素是組成文創旅館的核心服務。此外，本文也以人工智慧應用在文創旅館的服務為案例，先以結構方程模型分析影響消費者選擇AI旅館的因素，最後並以劇變模型針對消費者行為進行非線性特徵的討論。本論文之研究結果將可提供旅館業進行文創加值或AI應用時的參考依據。 The use of cultural elements to create a service environment that impresses consumers will help the hotel's brand promotion. Therefore, cultural and creative hotels have become one of the focus of the hotel industry in recent years. This article takes college students as the research object and uses questionnaires to collect data to construct service flowers to explore which cultural and creative elements constitute the core services of cultural and creative hotels. In addition, this article also takes the application of artificial intelligence in cultural and creative hotel services as a case, first analyzes the factors influencing consumers' choice of AI hotels with a structural equation model, and finally discusses non-linear characteristics of consumer behavior with a dramatic change model. The research results of this paper will provide a reference basis for the hotel industry to carry out cultural and creative value-added or AI applications.
