臺灣博碩士論文加值系統

隨著全球經濟的變化，台灣在政府的推動下發展獨特的創意生活產業，在國民觀光休閒習慣的改變下，觀光工廠在這十年內蓬勃發展。政府透過不同的政策輔導觀光工廠，希望觀光工廠提供結合教育與休閒的服務，給予遊客一個難忘的體驗。同時製造更多就業機會，改善失業問題。雖然觀光工廠整體經濟效益是正面的，但也陸續出現了服務品質不一等問題。許多學者提出相關問題並提供解決方法，但多數的研究以顧客觀點或管理者觀點，鮮少從服務提供者觀點去探討。

因此本研究採用質性研究方法，透過參與觀察、深度訪談等研究方法與工具收集資料與分析。個案為位於台中市的「台灣印刷探索館」與「台灣味噌釀造文化館」。訪談對象包含兩個個案之服務管理者、顧客與服務提供者，藉由了解管理者的規劃，顧客對服務之感受，以及服務提供者之工作經驗，去探討服務流程規劃(導覽與手作DIY)與顧客體驗之間的關係，進而提供經營者服務流程規劃的建議與服務提供者相關配置之改善方向。同時希望增加服務提供者角度去探討服務流程規劃過去可能被忽略的部分，並且希望找到服務提供者在服務中的重要性。

研究主要發現，影響服務規劃發展之關係者包含管理者、顧客、服務提供者與政府。從個案看到管理者對服務的認知與態度的重要，顧客體驗對服務規劃的影響力。政府的政策影響觀光工廠運用資金的順序，也會間接影響其服務發展。服務提供者也被證實其數量與穩定性會影響觀光工廠的服務發展，受過良好訓練的服務提供者可以彌補服務的缺失，其工作經驗對改善服務有很大的幫助，同時服務提供者之態度也會影響顧客在服務中的體驗。管理者應該正視服務提供者的重要性，因為透過此研究發現觀光工廠服務著重於人與人之間的接觸，顧客在硬體或軟體的體驗，都與服務提供者有密切關係，觀光工廠應該用心經營服務提供者之管理，才能達到服務的最高品質。

With the global economic change, Taiwan’s government has developed a unique creative living industry. Because of the change of national’s tourism habits, tourism factories have been thriving in the past ten years. The government hopes that tourism factory can provide the service with education and entertainment to give customers a good experience, and creates more jobs to improve unemployment. Although the overall economic benefit of the tourism factory is positive, there are still some problems appearing, such as the content of service is different. Many scholars put forward relevant issues and provide solutions, but much research was based on views of customers or managers, rarely from the perspective of service providers.

The study used the methodology of qualitative research, collected the data from interviews and participant observations, and analyzed the data with design tools. The cases are Taiwan Printing Discovery Center, and Taiwan Miso Cultural Center, both of them are in Taichung City. Their managers and service providers in the service process and customers visiting the site were chosen as interviewees. This study explores the relationship between service process(Guided tour and DIY) planning and customer experience by understanding managers’ planning, customers’ feeling, and the work experience of service providers, and then provide improvement direction of service process and service provider management. At the same time, this study added the perspective of service providers, hoping to find the importance of service providers in the service.

The results indicated that those who affect the development of service design include managers, customers, service providers and government. From two cases, we can see the importance of managers' cognition and attitude towards service, and the influence of customer experience on service design. The government's policies affect the way of funds used by tourism factories, and indirectly affect the development of services. The number and stability of service providers have also been confirmed that will affect the service development of the tourism factory. The well-trained service providers can make up for the lack of service, and their working experience has a great help to improve the service. At the same time, the attitude of service providers will also affect customers' experience in service. Managers should look at the importance of service providers because through this study it is found that tourism factory’s services focus on human and human contact. Customer experience in service is closely related to service providers’ experience, and tourism factories should manage the service providers more carefully in order to achieve the highest quality of service.

摘要 II
Abstract III
誌謝 IV
List of Tables IX
List of Figures X

Chapter 1: Introduction 1
1.1 Research Background 1
1.1.1 The Development of Tourism Factory under the Creative Economy 1
1.1.2 Tourism Factory under the Experience Economy 1
1.1.3 Issue of Service Provider - The goal of government and challenge of management 2
1.2 Research Motivation 3
1.2.1 Personal Perspective 3
1.2.2 Industry Perspective 4
1.2.3 Academic Perspective 5
1.3 Research Objectives and Questions 6
1.4 Key Terminology and Definitions 7
Service (Service Experience) - Guided Tour and DIY Class 7
Service Provider - Guide 7
Service Process Planning 7

Chapter 2: Literature Review 8
2.1 Creative Economy: When Creative is Everywhere 8
2.1.1 Creative Industries: A New Way 9
2.1.2 Creative Living Industries: New Industry of Taiwan 10
2.2 Service ＆ Experience: Service Need to Progress 17
2.2.1 The Background of Service 18
2.2.2 Customer Experience: Service is Not Enough 20
2.2.3 Stakeholder in Service: Contact Value 25
2.2.4 Quality of Service: New Gap in Service Process 29
2.3 Open the Gate of Factory: Tourism Factory in Taiwan 35
2.3.1 When Traditional Telling Story: Provide Service ＆ Experience 37
2.3.2 The Regulations from Policy: Support or Restriction 40
2.3.3 The Problem of Tourism Industries: Current Development Direction 45

Chapter 3: Methodology 48
3.1 Research Design 48
3.1.1 Research Concept 48
3.1.2 Research Process 48
3.1.3 Research Timeline 49
3.2 Research Method 50
3.2.1 Case Study 50
3.2.2 Participant Observation 50
3.2.3 Semi-structured Interview 51
3.3 Data Collection and Analysis 51
3.3.1 Data Collection Method 51
3.3.2 Data Analysis Method 52
3.4 Case Selection 52
3.4.1 The Reason of Choosing Taichung 52
3.4.2 Criteria of Case Selection 54

Chapter 4: Data Analysis and Findings 57
4.1 Case Introduction: Start to Listen to Their Stories 57
4.1.1 Case 1: Taiwan Printing Discovery Center (Case Printing) 57
4.1.2 Case 2: Taiwan Miso Cultural Center (Case Miso) 63
4.2 Government Affect Development of Tourism Factories 69
4.2.1 An Advocate: The Promotion from Policy Before 69
4.2.2 An Indefinite Leader: The Impact of Policy on Guided tour and DIY 71
4.2.3 Source of Economic Stress: Direction of Policy in This Stage 72
4.3 Differences between Planning and Implementation 75
4.3.1 Manager’s Goal of Each Step in Service Process 76
4.3.2 The Way to Control Quality in Cases 83
4.3.3 Implementation of Service Providers in Service Process 88
4.4 Finding from Customer Experience 96
4.4.1 After Service: Finding from Customer’s Text Feedback 97
4.4.2 After Service: Finding from Customer’s Photo Feedback 105
4.4.3 Customer Experience in Service Process 107
4.5 Narrow the Gap ＆ Finding from the Feedback 114
4.5.1 The Gap in Case Printing 115
4.5.2 The Gap in Case Miso 118
4.5.3 The Finding from Manager and Service Provider’s Feedback 120

Chapter 5: Discussion and Conclusion 124
5.1 Discussion 124
5.1.1 Role of Government in Development of Tourism Factories 124
5.1.2 Lack of Employee ＆ Customer Experience in Service Process Planning. 126
5.1.3 The Importance of Interaction in Tourism Factory’s Service 127
5.1.4 The Gap Between Service Process Planning ＆ Customer Experience 128
5.1.5 Managerial Implications 129
5.2 Research Limitations 131
5.3 Suggestions for Future Research 131
5.4 Research Conclusion 131

Reference 133
Appendix 139

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