摘 要
随着信息技术的迅猛发展，数字化转型已成为酒店行业提升竞争力和顾客满意度的重要手段。本研究旨在探讨数字化转型对酒店顾客满意度的影响机制及其实际效果，以期为酒店行业的数字化实践提供理论支持与实践指导。研究基于技术接受模型（TAM）和顾客满意度理论，构建了包含感知有用性、感知易用性、服务质量、个性化服务等关键变量的研究框架，并通过问卷调查收集了来自国内多家代表性酒店的顾客数据。采用结构方程模型（SEM）对数据进行分析，结果显示数字化转型显著提升了顾客对酒店服务质量的感知水平，尤其是通过增强个性化服务和操作便捷性实现了顾客满意度的显著改善。此外，研究发现感知有用性和感知易用性在数字化转型与顾客满意度之间起到了重要的中介作用，而服务质量则进一步强化了这一正向关系。本研究的创新点在于将数字化转型的具体维度与顾客体验的核心要素相结合，揭示了数字化技术如何通过多路径影响顾客满意度。研究结果不仅验证了数字化转型对酒店顾客满意度的积极作用，还为酒店管理者优化数字化策略提供了明确的方向，例如加强技术应用的用户友好性设计和提升个性化服务水平。总体而言，本研究为酒店行业的数字化升级提供了有价值的参考依据，同时拓展了数字化转型在服务业中的理论研究边界。
关键词：数字化转型；顾客满意度；感知有用性；感知易用性；个性化服务
Abstract
With the rapid development of information technology, digital transformation has become a crucial approach for the hotel industry to enhance competitiveness and customer satisfaction. This study aims to explore the influencing mechanism and practical effects of digital transformation on hotel customer satisfaction, thereby providing theoretical support and practical guidance for the digital practices in the hotel industry. Based on the Technology Acceptance Model (TAM) and customer satisfaction theory, a research fr amework was constructed, incorporating key variables such as perceived usefulness, perceived ease of use, service quality, and personalized services. Customer data were collected from multiple representative hotels in China through questionnaire surveys. Structural Equation Modeling (SEM) was employed to analyze the data, revealing that digital transformation significantly improved customers' perception of hotel service quality, particularly by enhancing personalized services and operational convenience, which substantially elevated customer satisfaction. Additionally, the findings indicate that perceived usefulness and perceived ease of use play important mediating roles between digital transformation and customer satisfaction, while service quality further strengthens this positive relationship. The innovation of this study lies in integrating specific dimensions of digital transformation with core elements of customer experience, elucidating how digital technologies influence customer satisfaction through multiple pathways. The results not only confirm the positive role of digital transformation in hotel customer satisfaction but also provide clear directions for hotel managers to optimize their digital strategies, such as enhancing user-friendly technology design and improving personalized service levels. Overall, this study offers valuable references for the digital upgrading of the hotel industry and extends the theoretical boundaries of digital transformation in the service sector.
Keywords: Digital Transformation; Customer Satisfaction; Perceived Usefulness; Perceived Ease Of Use; Personalized Service
目 录
一、绪论 1
（一）数字化转型与酒店业背景分析 1
（二）研究数字化转型对顾客满意度的意义 1
（三）国内外研究现状综述 1
（四）本文研究方法与技术路线 2
二、数字化转型对酒店顾客需求的影响 2
（一）酒店顾客需求的演变特征 2
（二）数字化技术如何改变顾客期望 3
（三）数据驱动下的个性化服务需求 3
（四）在线评价系统对需求表达的作用 4
（五）数字化时代顾客需求的核心要素 4
三、数字化转型提升酒店顾客满意度的关键因素 5
（一）数字化工具在服务中的应用效果 5
（二）智能化设施对顾客体验的影响 5
（三）数据隐私保护与顾客信任建立 6
（四）数字化服务质量评价体系构建 6
（五）技术创新与顾客满意度的关系 7
四、数字化转型实施策略与顾客满意度优化路径 7
（一）酒店数字化转型的战略规划 7
（二）提升顾客满意度的技术选择与实施 8
（三）员工数字技能培养与顾客体验改善 8
（四）数字化营销对顾客满意度的促进作用 9
（五）可持续发展视角下的满意度提升策略 9
结论 10
参考文献 11
致 谢 12
