臺灣博碩士論文加值系統

旅客積極地「參與」及「互動」於今日旅遊經驗中扮演越來越重要的角色，因為旅遊產業販賣的即是「體驗」；然而，現今旅遊體驗服務容易流於過於雷同及流程化的批判。「共創體驗」理論因此被學者廣泛應用於旅遊體驗研究中，然而卻很少應用於實際經驗研究。因此，本研究之目的為：藉由探索傳統工藝文化旅遊體驗中旅遊服務業者與文化旅客的「共創體驗」，以理論與實際個案研究架構共創體驗論點及概念。
質性研究方法提供本研究更為深入之洞悉探討旅遊體驗與共創理念如何結合，以及共創旅遊體驗如何幫助提升服務體驗。本研究之個案研究為兩個日本傳統工藝產業個案：松榮堂香房與丸益西村屋，兩者皆提供文化旅遊體驗服務，還以悠久歷史與優質款待聞名，前者雖發展文化旅遊體驗不久，但致力於推廣保存傳統文化；後者則是開創友禪染文化體驗者，致力於保存技藝與傳承文化。本研究針對旅遊服務體驗業者及文化旅客進行深度訪談及參與式觀察作為資料蒐集方法。
本研究致力於提供傳統工藝旅遊服務業者發展共創旅遊體驗服務之策略性建議。共創旅遊經驗探討旅遊服務者提供之實體、社會及組織影響，與文化旅客間之實際與心靈層面的參與及與體驗人事物環境之互動，以及兩者之間的連結關係。經實際個案研究分析後發現，旅遊服務者的實體、社會及組織影響內的(1)真心款待與親切互動、(2)文化真實性、(3)組織創新思考、與(4)使用者經驗設計實體體驗現場等，能提升文化旅客之參與度與服務提供者之聯結互動外，亦提升整體工藝文化體驗之經驗與回憶。

Demand for more participative and interactive experiences has become more and more important in tourism because what tourism providers really intend to sell to their customers are those ‘experiences’. However, the criticism of serial reproduction in tourism experience has been criticized. The concept of co-creation is now widely and variously adopted by tourism scholars in the idea of tourism experience, though in fact there is few co-creation empirical research. Thus, the purpose of this study is to explore the co-creation tourism experience in the service experience of cultural tourist for cultural tourism from both the organization and customer perspective in traditional craft industry by proposing the propositions and conceptual framework which are conducted through empirical case studies.
A qualitative approach enables this study to gain deeper insight into how tourism experience and co-creation are connected to each other, and how a better connection could help improve the customer experience in the experience gap. As for the case studies, Shoyeido Incense and Marumasu-Nishimuraya are chosen as examples for this study. Both of them provide cultural tourism experience, and they are well known for their long history and hospitality in customer service. Data collection involved in-depth interviews as well as participant observation: service providers are interviewed for entrepreneurial behavior, and cultural tourists are interviewed for participation activities.
The study aims to provide a strategy guideline for the service provider of traditional craft industry to develop the co-creation tourism experience. The idea of co-creation tourism experience is related to not only the influencers among physical, social and organizational provided by the service provider, but also cultural tourist’s physical and mental reaction while interacting with the surroundings. Moreover, the understanding of co-creation should include the analysis of the interaction between these two aspects. After analyzing the case study, the study finds out that (1) hospitality and passion of the front staff, (2) cultural authenticity, (3) innovative thinking of the entrepreneur and (4) the user-friendly design on the tangible and intangible service could enhance the overall co-creation tourism experience and result in a memorable service experience on the craft-based cultural tourism.

摘要 I
Abstract II
誌謝 IV
Table of Contents VI
Table Contents IX
Figure Contents X
Chapter I Introduction 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Objectives and Questions 8
Chapter II Literature Review 10
2.1 The Progression from Service to Experience 10
2.1.1 Service experience 12
2.1.2 Tourism service experience 16
2.1.3 Service and experience design in tourism 17
2.1.4 Service experience co-creation 19
2.2 Development of Cultural Tourism 21
2.2.1 Evolution of cultural tourism trend 21
2.2.2 Concept of cultural tourism 22
2.2.3 Cultural tourism in traditional craft industry 26
2.2.4 Transformation of traditional craft industry 27
2.3 Cultural Tourism Experience and Cultural Tourist 30
2.3.1 Cultural tourism experience 30
2.3.2 The typology of the cultural tourist 31
2.4 Co-Creation of Tourism Experience 33
2.4.1 On-site co-creation experience 34
2.4.2 The organizational/destination perspective 37
2.4.3 The tourist perspective 37
Chapter III Research Design and Methods 39
3.1 Research Design 39
3.1.1 Research concept 39
3.1.2 Research framework 40
3.1.3 Research process 43
3.2 Research Methods 44
3.2.1 Case study 45
3.2.2 In-depth interview 45
3.2.3 Participant observation 46
3.3 Data Collection and Analysis 46
3.3.1 Criteria for case selection 46
3.3.2 Interview structure 49
3.3.3Data analysis method 51
Chapter IV Research Result 53
4.1 Case Introduction 53
4.1.1 Shoyeido Incense香老舗松栄堂 53
4.1.2 Marumasu-Nishimuraya丸益西村屋 61
4.2 Data Collection 67
4.2.1 Data collection of Shoyeido Incense 68
4.2.2 Data collection of Marumasu-Nishimuraya 76
4.3 Service experience for cultural tourist in Japanese craft-based cultural tourism 84
4.3.1 Service experience of cultural tourist in Shoyeido Incense 85
4.3.2 Service experience of cultural tourist in Marumasu-Nishimuraya 86
4.4 Elements of the co-creation tourism experience 90
4.4.1 Elements of the co-creation tourism experience in Shoyeido Incense 90
4.4.2 Elements of the co-creation tourism experience in Marumasu-Nishimuraya 100
4.4.3 The co-creation tourism experience in craft-based cultural tourism 114
4.5 Strategy for developing co-creation tourism experience 117
4.5.1 The warm hospitality as core element 118
4.5.2 Atmosphere for touching the cultural authenticity 119
4.5.3 User-friendly design and flexibility 120
4.5.4 Origin of culture for innovative thinking 121
CHAPTER V: Discussion 125
5.1 Findings and Discussion 125
5.1.1 The difference on nature of culture 125
5.1.2 The difference on nature of crafts 127
5.1.3 The characteristics of cultural tourists 128
5.2 Implication for Theory 130
5.3 Implication for Practice 132
5.4 Research Limitation 133
5.5 Future Study 134
CHAPTER VI: Conclusion 136
REFERENCE 139
Appendix 145
Appendix 1. MAXQDA Analytic Pro12 145
Appendix 2. Transcripts of interviews 149
Shoyeido Incense 149
Marumasu-Nishimuraya 168

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Website Information:
•Oxford dictionary: https://en.oxforddictionaries.com/definition/experience [Accessed 15 June 2017]
•What is Intangible Cultural Heritage? http://www.unesco.org/culture/ich/en/what-is-intangible-heritage-00003 [Accessed 15 June 2017]
•Shoyeido Incense company official website: http://www.shoyeido.co.jp and http://www.shoyeido.co.jp/english/aboutus/index.html [Accessed 15 June 2017]
•Mon-Koh experience: http://www.shoyeido.co.jp/topics/2017/05/45-4.html [Accessed 15 June 2017]
•Mon-Koh: http://www.shoyeido.co.jp/english/knowledges/mon-koh.html [Accessed 15 June 2017]
•Fragrance factory tour: http://www.shoyeido.co.jp/english/aboutus/factory.html [Accessed 15 June 2017]
•Seasonal incense making experience: http://www.shoyeido.co.jp/shop-info/ranzankakyo.html [Accessed 15 June 2017]
•Seasonal-limited incense experience: http://www.shoyeido.co.jp/topics/2017/05/post-452.html [Accessed 19 June 2017]
•Traditional incense making experience: http://www.shoyeido.co.jp/topics/2017/07/post-468.html [Accessed 23 July 2017]
•Marumasu-Nishimuraya official website: http://marumasu.sakura.ne.jp/english/ and http://www.marumasu-nishimuraya.co.jp [Accessed 15 June 2017]
•Kyo-Yuzen Standard Course Experience: http://marumasu.sakura.ne.jp/english/?page_id=758 [Accessed 15 June 2017]
•Kyo-Yuzen Advanced Course Experience: http://www.marumasu-nishimuraya.co.jp/taiken/course/yuzen02/ [Accessed 15 June 2017]
•Furoshiki Wrapping Workshop: http://marumasu.sakura.ne.jp/english/?page_id=760 [Accessed 15 June 2017]
•Chopstick Making and Case Dyeing: http://marumasu.sakura.ne.jp/english/?page_id=762 [Accessed 15 June 2017]
•The Bain 80/8 phenomenon in The Three “Ds of customer Experience, Harvard Business Archive, Retrieved October 26, 2013 from http://hbswk.hbs.edu/archive/5075.html [Accessed 15 June 2017]
•Official website of Traditional Industries Section, City of Kyoto : http://www.city.kyoto.lg.jp/menu2/category/27-0-0-0-0-0-0-0-0-0.html [Accessed 15 June 2017]
•Official website of Kyoto Museum of Traditional Crafts Fureaikan: http://www.miyakomesse.jp/fureaika/index_eng.php [Accessed 15 June 2017]
•Official website of Traditional Arts School of Kyoto: http://www.task.ac.jp [Accessed 15 June 2017]